Each quarter, Japan Market News showcases emerging trends within Japanese culture and consumer markets for a wider, overseas audience. In this issue, we take a look at a specific demographic group with trendsetting power: 20-30 year-old, urban, Japanese women.

The typical lifestyle of young Japanese women has undergone a radical transformation in recent years. Traditionally, Japanese females have been expected to play the dominant role in domestic, family life, while relying heavily on their male partners as breadwinners. But during the last 5 years this has changed significantly.

Young women are now marrying much later than the previously "standard accepted age" of twenty-five and birthrates are declining dramatically. As a result, the lifestyles of Japanese women are increasingly converging with those of urban women in the West. This means that more young women are entering into college and then joining the workforce to enjoy a career path very similar to their male counter-parts. While there are still many barriers, such as the elusive glass ceiling, there is also hope in the recent trend of companies taking it upon themselves to support women at work. This is seen through special career-path programs geared towards women and supportive maternity-leave policies, aimed at attracting and retaining the top talent.

After leaving college, many young women, will continue to live with their parents, often until they are married, which is now usually in their late 20's or early 30's. Because of this, they tend not to incur high fixed expenses such as rent and bills, and so have the financial means and time to pursue their hobbies and interests. Young women are finding new freedom from their financial independence that was rarely experienced by past generations.

With these changes in young women's lifestyles, also come shifts in consumer attitudes and behaviors. When wandering around the streets of the Shibuya or Harajuku districts of Tokyo, expect to be confronted with swarms of colorfully dressed female trendsetters expressing themselves through an eclectic selection of fashion sensibilities. Each style is drawn from a mix of inspiring sources, details exquisitely crafted and each resulting in their own unique 'look.'

Typically our young trend-setting Japanese lady works full-time or part-time in company offices or in retail. During her lunch break or after work, she usually enjoys spending her time visiting nearby cafès to drink new sweet concoctions, while reading popular domestic fashion magazines such as JJ or CanCam. Or she may check into Japan's largest social networking site, Mixi, to see if she has any updates from her friends or simply walk around Tokyo's large shopping hubs. Her favorite areas are Omotesando or the multitude of independent boutiques in Shibuya. Often young women will walk through these shopping areas after work just to gain a feel for the clothing and accessory trends, or to look through new releases of cosmetic products in large department stores and where they are free to chat to the shops' ubiquitous "beauty assistants".

Young female Japanese trendsetters find their inspiration from a number of different sources. Culturally speaking, the Japanese tend to refer to the group that they are closest with, and it's no exception when it comes to fashion. Women will shop with their friends over the weekend and buy similar items, often choosing slightly different designs or colors to show their own individuality within their peer group.

When it comes to product selection, 'word of mouth' is very important. Beyond that, magazines, television and other promotions also play a large part in inspiring new looks.

A recent, but significant, shift in attitudes has seen young Japanese women looking less towards various overseas fashion hubs, such as France and Italy for sources of inspiration, and more towards the domestic scene. Foreign manufacturers have picked up on this trend and have started to use Japanese models as brand endorsers, where previously western aspirational attitudes had favored the use of foreign talent to promote products.

In Japan, young women are famously known to be pursuers of exciting new products and experiences. It's common for them to be the first to buy the newest product launches, and they are often seen lining-up at stores for special edition items, long before the doors open. In this sense they can often be an seen as early adopters and being an opinion-leader demographic.

Moreover, this tendency towards being innovators is not confined to simply self-expression through clothing, cosmetics and accessories. The manufacturers of technology-based products such as cell-phones, personal music players, and even video games have taken notice of this important segment. For example, Nintendo DS has enjoyed huge success by specifically targeting young women with games such as one that provides yoga instruction.

Food manufacturers are also led by the segment's preferences. After Haagen Dazs Japan's marketing team studied the favorite desserts of young women, they created the premium ice cream series Dolce which includes unique flavors such as tiramisu, crème brulee and mont blanc. All have become huge hits in the broader, mass market in Japan.

As young Japanese women become increasingly empowered, and seek to express themselves in many new and exciting ways, we will continue to keep a close eye on this increasingly important segment.