For businesspeople and the wealthy living in Japan’s urban areas, everyday “luxuries” are no longer limited to high-end restaurants and travel. Especially since the pandemic taught people that travel and movement may be restricted any time, quiet, undisturbed “home time” has been reevaluated as truly valuable time.
And that time is now being spent on sophisticated digital entertainment. Music, games, videos, live streaming—the choices are highly personal, but what they have in common is that they are experiences that fit one’s intelligence and tastes. These select forms of digital entertainment represent a new form of luxury sought after by today’s elite.
From Anime to High Culture: The Breadth of Japanese Digital Culture
The scope of digital culture in Japan is extremely broad. In addition to anime and manga, which appeal to both children and adults, there are many other types of content that connect cultural depth with entertainment value, such as Netflix original works, YouTube documentaries, virtual tours of the Metropolitan Museum of Art, and jazz live streams.
What is noteworthy is that the audience for this content is not limited to young demographics. The next generation of media experiences, which prioritise quietness over noise and depth over speed, reflects a mature consumer mindset that has moved beyond the excitement of sports bars and parties with friends to seek a more relaxed evening. These experiences, which balance immersion and control, function not merely as entertainment but as a form of intellectual leisure.
The Trend of “Smart Gambling” Spreading Among the Elite
One such sophisticated form of entertainment that is surprisingly gaining attention is sports betting. Unlike traditional forms of gambling like pachinko or lottery tickets, which rely on luck, sports betting is quietly gaining traction as an intellectual game that involves analysing statistics, strategies, and player performance. The style of watching a match while placing bets, which is common in Europe, is also beginning to gain traction among soccer and tennis fans in Japan.
International online bookmakers are launching Japanese-language websites using generous betting bonuses and campaigns to attract users. However, these incentives are not merely bait to entice registration. They function as an introduction to enjoying betting as an “intellectually stimulating activity.” The information gathering and decision-making required each time a bet is placed serves as both an extension of a hobby and a mentally enriching activity for the elite.
Reward Design That Changes the Design of “Non-Dependent Enthusiasm”
What these digital experiences have in common is a cleverly designed reward structure. In new-generation financial apps such as Revolut and Curve, users feel that using the app itself is beneficial because they receive instant cashback every time they make a purchase.
Booking.com has introduced conditional vouchers and a status system for repeat users,fostering a habit of continuing to use the same platform without even realising it.
Such reward design is not merely a mechanism to encourage one-time use. What companies are focusing on is the psychological mechanism that makes users want to repeat their actions, which is further enhanced through gamification (badges, levels, rankings) and social rewards such as “likes” and shares on social media.
What is interesting is that such designs, which are engaging yet not addictive, have become a prerequisite for high-quality services. They attract people while also giving them the freedom to let go—this is truly the design philosophy of modern luxury.
The Future of Luxury Lies in the Palm of Your Hand
The era of “things” is over, and the quality of consumption is now determined by how one spends their time and attention on “experiences.” And today, those experiences can be completed with just one smartphone.
Viewing artworks, listening to classical music, and betting on overseas soccer leagues—all of these are just a few taps away. And they come with intellectual stimulation, moderate risk, and a quiet sense of excitement.
Such digital experiences, including online bookmakers, offer new options for what luxury is and how to use time. Recognising the richness hidden in everyday life—that may be the essence of luxury in the 2020s.