The Rise of the Ohitorisama
Due in large part to changes in societal attitudes in Japan, the "ohitorisama" has evolved into a lauded and respected figure and much more than just a polite term to address a lone customer.
The origins of the ohitorisama
The term “ohitorisama ” has many meanings, including a lone customer, one person, an independent person, an unmarried person, or a person separated from their spouse.
It is said that journalist Kumiko Iwashita, who wrote the book Ohitorisama in 2001, shifted the meaning of the term and popularized it by referring to the contemporary woman who values her alone time as "an adult woman who has established individuality" and "a piece of wisdom for coexisting with others."
The joy of going alone
In Japan and elsewhere, there had been a general perception in the recent past that, bars and restaurants are places where people go to enjoy themselves with others or in a group.
However, there are many customers, both men and women, who come alone for a meal and a few drinks after work. This could sound like loneliness to some, but it's more due to a change in lifestyle and society that many people are now choosing to positively enjoy their own time without being ‘disturbed’ or inconvenienced by others.
In Japan, eating out regularly and doing less cooking at home is common. With so many good places to eat, from high-end European cuisine to cheap Japanese fast food, it makes sense to want to sit at the counter of a restaurant and relax with a beer or glass of wine after a long day of work.
In fact, this used to be the typical scenario of the single, older male office worker (salaryman), but now it's common for all genders and generations.
Changing values and Lifestyles
Declining birth rates, an aging population, and an increase in single-person households are all potential contributors, but other factors, such as changes in social values or women's social development, may also play a role.
Hence, it is now normal and even admirable for anyone to go to bars and restaurants alone to enjoy time by themselves, spending time chatting with the ‘Master’ (the owner at a small local bar or eatery), or engaging with the ohitorisama sitting beside them at the counter.
It has become a common way to have a great time and make new friends, and the restaurant and beverage industries in Japan are positively catering to this market.
The ohitorisama market
The sizable opportunities have not been overlooked. Many restaurants are solo-friendly, with dedicated counter seating and special discounted set-meals designed specifically for these customers.
According to a report released in 2020 by the Yano Research Institute about "Solo Consumer Market Projected to Grow in 2019," 13 of the 15 industries surveyed have seen an increase in the ohitori-sama market, and it is believed that each industry will make further efforts to acquire this customer base in the future.
The report shows the steady increase in sales in the ohitorisama market, from 6.8 trillion yen in 2015 to 7.9 trillion yen in 2019.
Below is a survey on single behavior conducted by Cross Marketing in 2020, targeting men and women nationwide, ages 20 to 69 of the “Top 10 things you can do by yourself” (multiple answers). The survey shows that eating out is among the most desirable solo activities.
The restaurant sector has quickly and warmly embraced changes in social attitudes, particularly those regarding solo women. Also, the image of women enjoying “the single life" is often characterized positively in Japanese TV dramas and in advertising generally.
Japanese people have long been thought to live in harmony in groups. It's fascinating that an individualistic way of life has quickly become celebrated, implying that a desire for independence may be somewhere deeply rooted.
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