Morinosuke Kawaguchi wrote the cover story for Nikkei Electronics’ June 11 issue “The Galapagos Lie”.

In his article, he uncovers the potential of what he calls the herbivore man (soshokukei danshi in Japanese) who is more than just the well-groomed metrosexual. He describes the still largely untapped market in mature economies, and how Japan is the epitome of the herbivore man with products that can cater to global consumer trends.

The article is also available online for Nikki Electronics subscribers here.