If recent trends are anything to go by, Japanese men in their twenties are turning away from macho ideals like muscled bodies and business suits in favor of a more effeminate lifestyle. Dubbed as grass-eaters or Herbivore men, these young folk prefer facials and personal grooming over other activities like dating.


In most cases, Herbivore men are described as the polar opposite of the masculine men of the previous generations. Thus, these young ones who are in their 20s and 30s, disapprove of competitive habits and ambition.

And, unlike the confident nature often expected from a macho man, these young men are painfully shy around women.

Some even say that they are not that interested in sex.

Instead, they express a love for sweets and beauty habits like eyebrow plucking.

Furthermore, as opposed to the work-orientated lifestyle of their fathers, these men prioritize time with family and friends over work.

YouTube Preview Image

Of course, there are many who are not shocked by such developments. Folks like Katsuhiko Kokobun, the owner of a hair salon called Guzzle, note that people were becoming more flexible about gender norms.

“It’s not so much that men are becoming more like women. It’s that the concept of masculinity is changing,” says he.

Link (1 2)



Shinigami (A. K. Goemans) is a Netherlands-based writer who is into horror movies, computer games and manga. She lived in different parts of Asia and Africa before settling down in the Netherlands.