Two phrases have been coined to describe them: soshokukei danshi or “herbivorous males”, and Ojo-man – or “girly men”.

Definitions vary, but the new herbivores could be described as metrosexuals without the testosterone. Although most of them are not homosexual they have in common a disdain for the traditional accoutrements of Japanese manhood, and a taste for things formerly regarded as exclusively female. Girly men have no interest in fast cars, career success, designer labels and trophy women. Instead, they hold down humble jobs, cultivate women as friends rather than conquests and spend their free time shopping at small boutiques and pursuing in Japan what is regarded as a profoundly feminine pastime: eating cakes…

“I worry that herbivorous boys are the future of Japan,” he says. “As young Japanese men become more timid and more averse to taking risks, it will affect the energy and vitality of the society.”