Visualizing Japan with Data: A Compass for Navigating Uncertain Times

Intage Inc. (Headquarters: Chiyoda-ku, Tokyo, President: Ayumu Higaki, hereinafter Intage) published "Why do Japanese people choose that? Decoding how they spend time and money through data" on April 13. It attracted attention even before its release, and an immediate reprint was decided on the day of publication.

[Features of the Book] 1. Japan's largest volume of high-quality data and objective analysis. 2. Numerous familiar topics, such as dining tables, shopping, smartphone usage, and financial assets. 3. Detailed chapters allowing readers to start from the data or content that interests them. 4. Approximately 170 charts and graphs, an unprecedented number for a paperback, providing detailed, at-a-glance visual explanations. 5. Useful for everyone, from those unfamiliar with data to business professionals working in sales, new product development, and marketing.

Utilizing the largest purchasing data in Japan held by the company, this book serves as a compass for how to make choices and live in an uncertain era marked by rising prices, a declining birthrate, an aging population, and the rise of generative AI.

It is designed to be useful not only for the general public but also for business professionals to understand consumer trends and consider preparations for future changes.

The Intage Group operates the largest marketing research and insight business in Japan and No. 1 in Asia*. Its core company, Intage, comprehensively analyzes today's Japan and its consumers using shopping data from 70,000 people nationwide, retail sales data from about 6,000 stores, media contact logs, and financial survey data. Furthermore, 14 specialists in various fields write deeply and understandably on topics ranging from future predictions based on changes in consciousness across eras and generations, research on Generation Alpha which will carry Japan's future, to hints for marketing based on information contact in the era of generative AI.

[Table of Contents] Introduction: Setting Sail into the Future with a Compass Chapter 1: "Consumers of the Reiwa Era" Decoded from Data Section 1: The "Dining Table" is a Mirror Reflecting the Era Section 2: "How to Buy Things" Drastically Changed by COVID-19 Section 3: How is "Time" Consumed in the Era of Time-Performance? Section 4: How Do Reiwa Consumers Deal with "Money"? Section 5: Understanding the Present of That Town from "People's Movements" Column: The World Decoded by Weft and Warp Threads Chapter 2: "Values" and "Lifestyles" in the Reiwa Era Chapter 3: "Generations to Watch" That Foresee Japan's Future Chapter 4: The "Selection Process" Rearranged by Four Currents: An Essay on Understanding Consumers in the AI Era and the Possibilities of Corporate Strategy Conclusion: Setting Sail into the Future with a Compass

[Book Information] Title: Why do Japanese people choose that? Decoding how they spend time and money through data Author: Intage Inc. Format: Paperback, 320 pages Price: 1,045 yen (tax included) Release Date: April 13, 2026 Publisher: Asahi Shimbun Publications ISBN: 978-4022953513 Amazon.co.jp link included.

Intage plans to continue disseminating various information, including data and analysis, for the happiness of consumers and the business development of client companies.