Nekonomics
From Wikipedia, the free encyclopedia
Nekonomics (ネコノミクス), a term blending neko, the Japanese word for cat, and economics, describes the phenomenon of cat-related economic consumption in Japan. This includes the sale of products marketed towards cat owners, the use of cat imagery to sell products, and the use of living cats to attract customers and tourists. While cats have always enjoyed popularity in Japanese culture, being seen as kawaii (cute) and associated with good health, their popularity and economic impact increased significantly in the early 21st century. The term nekonomics was created around 2015, a pun on Japan's Abenomics economic policy.
The adoption of Tama as the station master of Kishi Station in 2007 led to the station becoming a significant tourist attraction, and sparked a number of copycat attempts to boost tourism using cats. Islands with stray cat populations have become tourist draws, and cats are used to market products and services to Japanese consumers. February 22 has become known as "Cat Day". As of 2024[update], the size of the nekonomic market in Japan was estimated to be almost ¥2.5 trillion.
Cat-related economic consumption has a long history in Japan, demonstrated through the lasting popularity of characters such as Hello Kitty.[1]: 142 In the early 21st century, such consumption started to expand alongside the growing popularity of cats.[1]: 141 The appointment of the cat Tama as a station master in 2007 became such a sensation that Kishi Station went from risking being closed to becoming a tourist destination.[2] Tama died in 2015, leaving a legacy of a boom in efforts to take advantage of cat popularity.[3]
From 2012 to 2016, the number of pet cats in Japan grew by around 300,000.[4] One estimate suggests that cat ownership surpassed dog ownership by as early as 2014,[5] although other estimates suggest this happened a couple of years later.[4] This rise in popularity was reflected in cats becoming more common in Japanese popular culture.[1]: 141 More cat-related movies and books were made, and from 2014 to 2015 the presence of cats in commercials increased by 50%. Cat cafés grew in popularity, becoming widely viewed as a draw for tourists.[4] The mobile game Neko Atsume, where players collect cats, became a hit.[6] There was reportedly a rise in single men living with cats for companionship.[7]
The term "nekonomics" was created in 2015 by Katsuhiro Miyamoto, professor at Kansai University, to describe this phenomenon of rising cat-related consumption.[1]: 141 [8][9] The word "neko" means "cat" in Japanese, making "nekonomics" equivalent to "catonomics". It was likely influenced by "Abenomics", the term used to name economic policy of Japan at the time.[2][10] One researcher who subsequently studied nekonomics called themself a "nekonomist".[8] Nekonomics was defined as including the sale of products marketed towards cat owners, the use of cat imagery to sell products, and the use of living cats to attract customers and tourists.[1]: 141
The COVID-19 pandemic contributed to the national desire for cats, due to those spending more time in their homes wanting companionship. In 2021 alone, it is thought that there were 320,000 new pet cats, contributing to the 8.94 million pet cats in the country. The market size of nekonomic products and services was estimated to be almost ¥2 trillion in 2021.[5] The value was expected to be near ¥2.5 trillion in 2024.[10]
Cat appeal
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In Japan, cats are widely considered to be emblematic of kawaii (cute), being seen as neotenic, soft, and gentle.[1]: 141–142 The rising popularity of cats compared to dogs may be due to it being easier and cheaper to care for them.[5][2]
The presence of cats is associated with healing properties, contributing to the popularity of places such as cat cafés, which have become increasingly common. Cat cafés meet the desire for cats among those who are unable to keep pets in their homes.[1]: 142
