Consuming Japan
DIME Key Words for 2007
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DIME magazine picks seven “Key Words” for 2007. Reading left to right in this illlustration we see (1) Post Shinjo/Nakata, (2) Change of Government, (3) Large Intestine, (4) Chinese Classics Business Books, (5) Home Electronics Revolution, (6) N700 and (7) Boomer Business. 
For Japanese business magazines the January edition is the place to go on record with predictions for the coming calendar year. DIME, which describes itself as a “trend magazine for business people” offers these seven phrases as the key words for the year of the Boar 2007.
1. “Post Shinjo/Nakata” refers to the retirement of baseball star Tsuyoshi Shinjo and soccer star Hidetoshi Nakata. Who will be their successors as Japan’s top sports heroes is sure to be a hot topic.
2. “Change of Government” refers to impending elections for Japan’s upper house, described by the Daily Asahi as follows: “2007 will be a year of political showdown between Prime Minister Shinzo Abe, 52, and Ichiro Ozawa, 64, leader of opposition Minshuto (Democratic Party of Japan).” DIME suggests that the anger of voters living outside of big cities will drive an upset victory for Ozawa.
3. “Large Intestine” points to research that suggests germs living in this organ are the source of numerous illnesses. Expect to see a proliferation of food products that offer to clean up your gut.
4. “Chinese Classic Business Books” refers to the publication of a new wave of management theory books that take their inspiration from the Chinese classics and classical Chinese literature.
5. “Home Electronics Revolution” suggests that Power Line Communication (PLC, the delivery of broadband Internet service over conventional power lines) will drive proliferation of net-capable home appliances.
6. “N700” refers to the latest version of the Shinkansen bullet train, which should shave five minutes off the fastest trip between Tokyo and Osaka.
7. “Boomer Business” reflects the arrival of 2007, the year when the leading edge of Japan’s Baby Boomers (born 1947-1949) reach sixty and start to retire. DIME suggests that there will be niches for businesses that cater to people who hate being like other people.
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