Posts Tagged ‘sweets’

Life is sweet … for some men

Friday, July 15th, 2011

Though Japanese men get to hog the chocolates on Valentine’s Day, the rest of the year, sweets, cakes and other confectionary are traditionally the domain of the fairer sex. Or so they say. The truth is, loads of Japanese guys have a sweet tooth. As the younger generation of men discard outdated mores of masculinity, many are now unashamed to scoff down a strawberry parfait in public.

So it’s no surprise that sweet-toothed men are now getting together to discuss their love of sugary treats. On June 10, for example, men gathered in a café in Ebisu to attend the Amatou Danshi (sweet-toothed men’s) Café. The aim of this event was for men to discuss the merits of a range of sweet treats, which included Earl Grey jelly and rich chocolate confections. Organized by Amadan (甘男, the kanji literally means sweet man but is a shortening of the phrase Amatou Danshi) website, this event was the latest to bring together men with a secret passion for pastries. Every three or four months Amadan members get together to indulge their vice, bringing along their own sweets and cakes to compare and contrast with other men.

Amadan was founded in 2008 as a forum and information portal for like-minded males. According to Shibuya Keizai Shimbun, Tooru Hikino, the website’s founder, said that he wanted to create a space where could share their passion for sweets. The website includes information on new products, special features, including interviews with up-market pastry chefs and a calendar allowing members to keep abreast of confectionary-related events. Users can pass on tips and recommendations via Twitter.

So who are these amadan men? We’re guessing that many members might fall into the soshoku danshi (herbivore men) demographic of young males who reject traditional masculine values by taking a great deal of care with grooming and are not too fussed about aggressively pursuing women. A passion for cooking and sweets, fits right in with this lifestyle choice.

Confectionary companies could well start targeting this new market more aggressively; Morinaga Chocolate has already sponsored a play called Amadan about a cute bunch of boys who are fighting to keep their high school dessert club alive (see video above). There’s marketing opportunities for cafes and hotels there too: Last year Nagoya Tokyuu Hotel held an amadan gentlemen’s day where men were able to order a salad and dessert buffet on top of the standard lunch for just ¥500 extra.

Are you an amadan man? Or do you think that men ought to stick to chugging beer and devouring meat?

 

RSS

Recent Posts

  • Marketers capitalize on university entrance exam time

    This week there is something weighing heavy on the minds of many students who’d like to advance to college: the National Center Test for University Admissions. It’s being held Jan. 18-19. Those with their heart set on a particular school who don’t get a good enough score may choose to spend a year, or in [...]

  • Pulsations 1.13.14

    The first batch of Pulsations in 2014 features a twist on chopstick design, a spectacular holiday illumination in Osaka and more.

  • Feelin’ lucky? The highs and lows of ‘fukubukuro’

    Whether you count fukubukuro “lucky bags” as a thank-you to shoppers, a scheme to unload less popular merchandise at the end of the year or just a way to kick off the New Year’s sales, buying a mystery pile of stuff worth [hopefully far] more than the price tag is a tempting offer to many. [...]

  • Pulsations (12.6.13)

    This collection of Pulsations brings holiday cheer in bento form, a must-see project for font-lovers, a solo stop-motion animation effort and more!

  • Joysound’s top 10 karaoke songs of 2013

    Joysound karaoke announced their top songs of 2013! However, just because they’re popular does not mean they came out this year . . .

  • Tokyo Eggs Benedict Bingo

    Eggs Benedict with awesome bacon, with a near lack of eggs, with raw tuna! Wait, raw tuna?! We sample a handful of Tokyo’s Hollandaise sauces.

  • Pulsations (11.19.13)

    Fashion, art and snacktime collide in this collection of Pulsations! Plus: Doraemon makes his 3D film debut!

  • J-blip: Tsutaya launches one-stop ‘lifestyle’ bookshop

    Bookseller Tsutaya moves into the lifestyle business and gives consumer more ways to use T-points.

  • Autumn crop of pumpkin, purple potato and pear products

    The change of season prompts a change of snack flavorings – great for those with a pumpkin craving.

  • Tokyo Designers Week 2013

    This year’s Tokyo Designers Week gets its creative juices flowing with more markets, music and a festival vibe.