Tokyo: Makoto Ishitoko strutted, pirouetted and posed in a room surrounded by mirrors.
"My wife says it's not embarrassing any more to walk together," the 41-year-old office worker said proudly after taking a walking lesson with a group of other men and women.
"My life has turned around completely, I have confidence in myself now," said Ishitoko, who is one of a growing number of Japanese men investing time and money to improve their appearance.
For them, applying facial lotion and wearing nice clothes just aren't enough. Many are trying things, which are women’s prerogative. Manicures, spa treatments and even underwear that enhance the body shape are gaining popularity.
"It's a new era, and Japanese men are pursuing a new kind of manliness," said Yumi Komura, representative director of Sparklers, the firm that offers the walking class as part of a workshop called Total Men's Revolution.
A full series of the workshop, including communication and table-manner lessons in a one-on-one setting, costs 550,000 yen, although group and one-time classes are also available for lower fees.
"They are hoping to become men who can escort women with great panache at restaurants and parties," Komura said, adding that more men, including business executives, politicians and doctors, have been knocking on the door for her class.
Males now account for about 35 per cent of the participants. According to Japan's top cosmetics maker Shiseido Co. more than half of all men think they should invest in their appearance. Even more women, over 70 per cent agree.
Ikuo Daibo, professor of interpersonal and social psychology at Osaka University, cited three main reasons behind the recent trend: a wealthy society, individualism and women power. Men began investing more time in hobbies in the 1970s as Japanese society became wealthy and hard work didn't always yield success.
Their children are even keener on self-improvement. "Improving appearance is the easiest way to create a unique, better self," he said. "Also, as women gained power, men became like a pet. Men started wanting to have good enough appearance to attract women. Women don't like authoritative men any more," he added.
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