Oh to live in Japan......

From The Times
January 24, 2009

Taro Aso gives Japanese £100 each to spend way out of recession ................
For £200, a couple could have a sparkling day at the Yunessan spa

Leo Lewis, Asia Business Correspondent


With Japanese exports plunging and companies retrenching, the fate of the world’s second-biggest economy may now lie in an electronic cigarette, a ripe musk melon or a bag of dumplings shaped like the Prime Minister’s face.

Government efforts to stimulate the economy and insulate it from the ravages of recession have failed. The pace and scale of decline, say economists, has proved too big for the country’s creaking, deadlocked political system to cope with and deep recession is now a certainty.

But Taro Aso, the increasingly reviled Prime Minister, believes that he has hit upon a scheme that will solve the crisis in an orgy of consumer spending.

The move, which he has described as “the best economic measure of all”, involves a handout of at least 12,000 yen (£100) to every citizen over the age of 18. The prospect of the windfall has unleashed a national wave of speculation about how the money might best be spent, and the eccentric world of Japanese retail is pushing hard to attract the cash.

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Among the more extreme recommendations on how to spend the money is to applaud Mr Aso’s plan by buying a gift box of Aso-themed goods: Y12,000 would buy a magnificent spread including a coffee mug, dumplings, shopping bag, tummy-warmer and dog-sized T-shirt bearing his image.

The notoriously pricey Japanese fruit industry is also vying to be among the winners of an overnight sense of opulence. The price of a much prized Shi-zuoka Crown – the self-declared king of musk melons – has suddenly been brought down from Y30,000 to a convenient Y12,000.

The service sector, too, has a number of seasonal opportunities: taking advantage of a discount travel coupon, a couple could enjoy the romantic and antiageing effects of a day at the chocolate and wine baths of Yunessan, buy a souvenir and expect little change from Y24,000.

The same sum would also pay for a family to spend the night in sleeping bags on the floor of the Enoshima Aquarium on the outskirts of Tokyo. The presence of hundreds of rippling squid in their tanks offers purportedly healing effects – a Y24,000 necessity.

Meanwhile, offerings from the often imaginative world of Japanese electronics that fit the bill include a cigarette which glows and emits grapefruit steam into the user’s mouth.
The scheme, however, has plenty of doubters. Richard Jerram, the chief Japan economist at Macquarie Securities, believes that it is doomed to failure and is a sure sign that the Japanese Government “just does not understand how staggeringly the world has changed”.
The problem, says Naomi Fink, a strategist at Tokyo Mitsubishi, is not that the Japanese do not have cash, but that they are too scared to spend it. Japanese households are already sitting on cash savings estimated at Y778 trillion (£6.5 trillion).

Have your say
The truth is that, as a nation, Japanese people are undoubtedly some of the most frugal in the entire world. + They set a great example to the rest of the world in terms of their industrious nature and sense of patriotism. Mr. Aso will be perceived as being a kind man - who would argue that point?
NDG, Tokyo, Japan

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