Reimagining a New Generation of Hopeful Lifestyles in Japan:

An Ethnographic Study of How a New Japanese Generation is Finding Alternative Lifestyles in the Countrysides

A stagnating economy, diminishing fertility rate, rising population of senior citizens, increase in irregular work, rising income disparity, Japan which used to be celebrated for its security and stability is no more. Yet, there is still a hopeful silver lining to Japan’s current condition, and it exists in Japan’s countrysides. This thesis will be exploring how those who are disenchanted from neoliberal Japan are reimagining what quality of life is, finding alternative lifestyles outside of the daitoshi(cities) and in the inaka (rural countrysides). Specifically, the paper will focus on Gungendo, a lifestyle goods and apparel business located in Shimane Prefecture, as his site for his ethnographic research. Some of the themes that will be explored are: hope, alternative lifestyles, and quality of life.