A Phenomenological Study of “Herbivore Men”

From 2008 to 2009, “herbivore men (sôshoku danshi or sôshoku-kei danshi in Japanese)” became a trendy, widely used term in Japanese. It flourished in all sorts of media, including TV, the Internet, newspapers and magazines, and could even occasionally be heard in everyday conversation. As it became more popular its original meaning was diversified, and people began to use it with a variety of different nuances. In December of 2009 it made the top ten list of nominees for the “Buzzword of the Year” contest sponsored by U-CAN. By 2010 it had become a standard noun, and right now, in 2011, people do not seem particularly interested in it. Buzzwords have a short lifespan, so there is a high probability that it will soon fall out of use. The fact remains, however, that the appearance of this term has radically changed the way people look at young men. It can perhaps even be described as an epochal event in the history of the male gender in Japan.