#Japan #Tokyo #Getty Images #VisualGPS #Japanese Wellness

The Rising Focus on Wellness in Japan's Food & Beverage Industry

Globally recognized stock photo giant, Getty Images, has delved into the increasing interest in "wellness" within Japan's food and beverage sector. Backed by its consumer awareness survey dubbed "VisualGPS," the company addresses market needs and trends while guiding around 600,000 contracted creators in producing culturally relevant content.

Understanding Visual Communication in a Wellness Context

In Japan, there is a transformative shift in how food and beverage brands communicate with consumers, fostering the narrative of wellness. This evolving perspective reflects broader cultural trends where Japanese consumers, particularly men, are beginning to prioritize a more balanced and meaningful life rather than merely achieving success in business endeavors.

As wellness emerges as a critical value across various industries, the necessity for food and beverage brands to visually represent diverse images of men, transcending traditional office stereotypes, is becoming apparent. Compared to global wellness standards encompassing physical, mental, emotional, and social facets, Japan offers a unique take. Here, men tend to place significant emphasis on the concept of "ikigai"—a reason for being or purpose in life—over more conventional measures of lifestyle quality.

In pursuit of a lifestyle imbued with "ikigai," many Japanese men value having a reason to rise each day and seek satisfaction in their way of living. This desire could shed light on Japan's ranking of 55 in the World Happiness Report.

Male Representation in Existing Visuals

When analyzing visuals of men featured in food and beverage advertisements on Getty Images, it becomes clear that the most popular imagery illustrates men confidently navigating business contexts. Common scenes include suited men sipping hot beverages while walking or engaging in lively discussions around a computer.

Some examples of frequently downloaded visuals from the food and beverage industry include:

• - Image ID: 673415042 by iryouchin
• - Image ID: 1438046951 by maroke
• - Image ID: 1016405672 by itakayuki

Beyond Business Success: Evolving Definitions of Success

Interestingly, the VisualGPS survey reveals that men don't solely identify with scenes depicting business success. A significant 58% of Japanese men expressed a desire for better work-life balance, while 65% wished to adopt healthier daily habits like exercise. Furthermore, 68% indicated a preference for hobbies that allow self-expression. Evidently, the two primary priorities for these men revolve around maintaining work-life balance and securing adequate income to lead a comfortable life.

The evolving definition of success amongst Japanese men indicates a diversification of values. Notably, over 60% of men desire to embrace healthier habits. The survey indicated that 42% of men are conscious of their physical well-being through and activities such as walking, exercising, or sports. Interestingly, while searches for related terms like "walking," "running," and "sportswear" on Getty Images show a strong interest, only 3% of the visuals downloaded and utilized by brands reflect men engaging in these activities, with the majority portraying women.

Visual Communication Strategies for the Food & Beverage Sector

Traditionally, Japanese men have focused on business and financial success, but an increasing appetite for a balanced lifestyle emphasizes quality of life and happiness. For the food and beverage sector, integrating this shift is crucial. By reflecting not just occupational ambitions, but all aspects meaningful to the modern Japanese male, companies can forge deeper connections with consumers.

To visually redefine wellness in Japan, it may be time to step away from the rigid, serious expressions typically seen in meetings. Instead, brands should portray men engaging in outdoor activities, sharing joyful moments, and embracing brighter environments. Visuals could depict men in sportswear laughing with friends while celebrating life’s simple occasions.

Examples of visual content that would align with this strategy include:

• - Image ID: 986294304 by kuniharu wakabayashi
• - Image ID: 1431565814 by Ippei Naoi
• - Image ID: 1912118732 by Taiyou Nomachi

Understanding VisualGPS Survey

The VisualGPS was conducted between January 2024 and June 2025, targeting 500 Japanese individuals aged 18 and over, exploring visual insights within the context of wellness.

Interview Opportunities

For detailed coverage on VisualGPS or visual insights, potential sources include:
1. Ritsuki Umeda - Creative Insight Manager at Getty Images
2. Kate Rourke - Director of Creative Insight at Getty Images

Overall, Getty Images continues to pave the way in addressing market demands, helping brands navigate the complex relationship between visuals and consumer sentiments on wellness.