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【Great Collaboration】 Chap. 3, Sec. (3)


(3) LOHAS is a “comprehensive” change in lifestyle

The very way people are beginning to change through LOHAS is a similar development. When we look at each change in each field individually, then we might only see the change as such. The change might be a new fad. Also, expressions such as ‘being careful about your health’ or ‘sustainability’ might be age-old. Furthermore, many of the products and services that are featured in LOHAS might have always existed.

Then, what is changing through LOHAS? The answer is that many people are gradually changing their entire lifestyle, in a “comprehensive” manner, in line with the LOHAS way of thinking. That is, when we observe how LOHAS is spreading through the world, what we see is not a cherry-picking of fashion in individual fields. Rather, what we see are people, who have a certain set of values and way of thinking, changing their behavior “comprehensively” in all aspects of their lifestyles.

The development is just like the child changing its behavior in all aspects of life when maturing into an adult. The fact is that, in Japan today, a very big change, comparable to a person’s shift from child to adult, is quietly in progress beneath the surface. That is readily understood when we watch the movements associated with the word LOHAS. Actually, the Japanese are already beginning to change significantly underneath the surface. They are currently in the middle of undergoing an evolution from a 20th-century human being to a 21st-century one.

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(Date published / 公開日: 2/18/2021)

(Date last updated / 最終改訂日: 2/18/2021)