Column: Thinking about a Shrinking Society from the Perspective of Well-being – The Challenge of Shingu CoCo Square

“Japan will no longer grow. Therefore, we must adapt to a shrinking society.” When people hear such words, many may get a somewhat negative impression. However, is shrinking necessarily a bad thing? On the contrary, I believe it could be a major turning point for people to live happier lives.

Japanese society has been designed on the premise of “growth” until now. Companies expand, the population increases, and cities swell. However, now that the population is declining, that expansion model has reached its limit. So, how should we overcome this situation? One answer is “social design that prioritizes well-being.”

Well-being is a concept that refers to “comprehensive happiness,” including not only economic prosperity but also mental fulfillment, human connections, and a healthy life. Unlike the conventional idea that “GDP growth is the indicator of prosperity,” this is an approach that emphasizes the quality of individual lives.

What Shingu CoCo Square is aiming for is precisely the realization of this well-being society.

New ways of working required in a shrinking society

In an expansionary society, “lifetime employment” and “long working hours” were the norm. However, in the society of the future, it will be important to have a system where each individual can choose a way of working that suits them.

At Shingu CoCo Square,

• Short-time regular employee (Shuni) … By working as a regular employee for two days a week, you can devote the remaining time to side jobs or time with your family.

• Drop-in workspace … We provide a coworking space that can be used by the hour, supporting flexible ways of working.

• Radio booth … We provide a place where anyone can easily disseminate information, expanding the possibilities for new careers.

These initiatives support a shift in values from “living to work” to “working to live.”

From “economic growth” to “human connection”

In a shrinking society, the model of mass-producing and mass-consuming goods by large corporations becomes difficult to function. That is precisely why small economic zones in each region are becoming important.

• Rental box manager system … By having the owner operate as a manager for 5 hours a month, “human connections” are born rather than just consignment sales.

• Marche and workshops … Providing a place where local handmade artists and small businesses can connect directly with consumers.

• Mutual aid child-rearing community … Creating an environment where parents can help each other with the awareness of “raising children in the community.”

Such initiatives lead to creating a “system where people support each other,” not just selling things.

Fusion of digital and analog – The challenge of CoCo Coin

To realize a well-being society, it is not enough to just say “let’s support each other.” We need mechanisms that actually function as a system.

One of them is the “CoCo Coin” introduced at Shingu CoCo Square.

• Promoting "spending" over "saving" money with a local currency that expires in three months.

• Since 80% of expired coins are redistributed to users, it is a system where "the more you spend, the more the community prospers."

• By introducing cashless payments, we enhance convenience while encouraging the circulation of the local economy.

In traditional capitalism, it has been thought that "money is something to be saved." However, to keep the local economy moving, a perspective where "spending creates value" is necessary. As an experimental attempt, CoCo Coin is exploring a new way for the economy to exist in a shrinking society.

"Shrinking Society = Redefining Affluence"

The term "shrinking society" tends to be perceived negatively. However, from the perspective of well-being, it is also an opportunity to "redefine affluence."

• Create an environment where people can live a rich life even with shorter working hours.

• Value connections with others and strengthen mutual support within the community.

• Build a system that "sustainably circulates" the economy rather than "growing" it.

As a place for such practice, Shingu CoCo Square is exploring a "new form of happiness" in a shrinking society. By not being bound by the values of an expanding society and by re-examining what is truly important, might we be able to realize a "small but affluent society"?

Return to Table of Contents

#ShrinkingSociety #Wellbeing #RegionalRevitalization #NewWaysOfWorking #MutualAid #LocalCurrency #ShinguCoCoSquare #SustainableSociety #RedefiningAffluence #PopulationDecline #LifeReform #WorkLifeBalance #Community #RegionalCreation #SlowLife #SharingEconomy #SocialDesign #NewNormal #PostGrowth #ImprovingHappiness