Highlighting JAPAN Vol.124 September 2018

ACCORDING to Asako Yamaoka, businesses Healthy and proactive about everything? Asako Yamaoka, the editor-in-chief of the senior women’s lifestyle magazine Halmek, says such a simple categorization overlooks the diversity of Japan’s seniors. She describes the new possibilities that can come from seniors with a wide range of personal values.Asako Yamaoka, editor-in-chief of Halmek12TAKAYOSHI YAMABEin Japan that focus on active seniors such as gyms offering exercise programs geared for them, and game arcades where even seniors can enjoy themselves are readily noticeable. Yamaoka is the editor-in-chief of Halmek, a lifestyle magazine for senior women with a readership of about 160,000. Her magazine’s readers are a diverse in age, from the late fifties to nineties, with most in their sixties and seventies. “The vast majority of our readers do not consider themselves seniors,” she relates. “They’re surprised when people treat them like seniors by doing things like giving up seats to them on the train.”On the other hand, Yamaoka clarifies that it isn’t accurate to think of seniors today as uniformly active. “Actually, while there are outgoing types who have a strong desire to improve themselves, others place a high value on being conservative and traditional,” she says. “Among seniors, there is a wide range of ways of thinking and standards for conduct. We strive to avoid generalizing by age, and instead divide our target audience into seven groups based on in-company think tank research, and write our articles primarily for the ‘outgoing and pursue self-improvement’ and ‘prize dignity WHO ARE CHANGING JAPANTHE NEW SENIORS

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