Japan is the most aged nation in the world. Across the country, towns and villages are starting to disappear as the population is shaped by some of the longest living residents and one of the lowest fertility rates. The country has traditionally maintained a rigid social structure – rooted in respect of seniority and age – but the slow shift of the country’s demographic pyramid has created a number of new opportunities. The incoming generation – Generation Reiwa – are increasingly aware of their value, from demanding better jobs to having greater control of their free time, they are increasingly questioning what Japan is, or can be, for them. We unravel the consequences of this shift and how international players can find their role amidst social change in Japan.