Heisei in Perspective: Era Colored by Bubble, Lost, "Satori" Generations


Tokyo, March 16 (Jiji Press)--Japan's Heisei era started in 1989 in the middle of an asset-price bubble and flourishing consumerist culture.

Dark days followed, however, as a postbubble recession hit the nation. With the stagnation prolonged, deflation became deeply entrenched in the economy.

Heisei, set to end on April 30 in its 31st year, is said to have three phases typically represented by the so-called bubble, lost and "satori" generations, respectively.

The bubble generation usually refers to those who started their working life between 1989 and 1993, according to youth culture expert Yohei Harada, 41, chief of a research institute linked to Internet firm CyberAgent Inc. <4751>.

In those days, working in a "moretsu" (furious) way was widely regarded as a virtue. A then popular television commercial threw an extreme question at viewers: "Can you fight 24 hours?"

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Jiji Press