#260 Renting CDs and DVDs might have been an experience in itself

Hello! I'm Umi-senpai, your young training mentor!

In this magazine, I share the content of my daily morning podcast program, "Umi-senpai's Issho-mon RADIO."

I deliver short, helpful stories on various themes every morning, so please be sure to follow!

Good morning. This is Umi-senpai.
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Today, I'm talking about how renting CDs and DVDs might have been an experience in itself.

Have you ever heard the terms "Mono-shohi" (consumption of goods) and "Koto-shohi" (consumption of experiences)?

The consumption of goods was at its peak during Japan's period of high economic growth from the late 1950s to the early 1970s. Starting with the "Three Sacred Treasures"—black-and-white televisions, refrigerators, and washing machines—money flowed into goods that made life convenient and enriched our daily lives.

From there, the times changed, and the consumption of experiences became popular. A culture of paying for experiential value flourished. The increase in people going to artist concerts, festivals, and traveling was influenced by this movement toward experiential consumption.

Now, many of you have probably heard the story up to this point, but in modern times, the next movement is already happening.

That is "Toki-shohi" (consumption of time/moments) and "Imi-shohi" (consumption of meaning).

The keyword for "Toki-shohi" is "non-reproducibility," and more people are paying for experiences that can only be enjoyed in that specific moment. This type of consumption gained momentum especially after online services and social media became widespread.

Crowdfunding is one good example.

Crowdfunding is a system where you post what you want to achieve online and raise funds from people who agree with it, but those who donate can gain a sense of satisfaction that their actions at this very moment are helpful. Moreover, donating to that crowdfunding is something that can only be done right now.

Moving from goods to experiences to moments, it seems there is an even more advanced trend in consumer behavior among Gen Z.

That is "Imi-shohi" (consumption of meaning).

Consumption of meaning is a consumer trend where people consider their economic activities based on indicators like "How do I want to be?" or "How should I be?"

It is a way of thinking that seeks "social meaning," such as thinking about what one can do in a world with various environmental problems and natural disasters, donating to local governments, using sustainable products, or participating in hometown tax programs.

Returning to the story of TSUTAYA, I often rented CDs and DVDs there, but I think I wasn't just looking for music or movies; I was having the "experience" of encountering various works inside the TSUTAYA store.

CDs and DVDs are purchasing activities that fall under the consumption of goods, but what I was enjoying was "immersing myself in that space" while carefully looking at the many albums, dramas, and movies placed in the TSUTAYA store.

The fact that CDs and DVDs have been phased out and we can now enjoy both music and movies through subscriptions certainly offers the convenience of being able to enjoy content quickly.

However, I now realize that the act of going to a CD shop or visiting a video rental store was, in a way, an experience and a form of entertainment itself.

Back when I enjoyed music on CDs, I would carefully listen to each song in the album's order while looking at the lyric booklet, but now I find myself just playing music in the background on subscription services more often.

I feel like there are things we've lost in exchange for the ease of subscriptions.

Like that feeling when you're trying to pick the last one for a '5 for 1,000 yen' rental deal and just can't decide, or the excitement of thinking, 'Oh! This movie looks interesting!' only to find it's already rented out.

Also, something I personally loved was that moment when I was looking for a DVD, thinking, 'Well, what should I watch today?', and I'd happen to spot the cover of a movie I once watched with an ex-girlfriend, and suddenly find myself lost in memories.

Thinking about it that way, I come to this conclusion: my trips to TSUTAYA weren't just about consuming goods, but also about consuming experiences, moments, and meanings.

It sounds like I'm saying we'll never be able to go to rental shops again, but even though they are on the decline, I'm sure they'll still be around, and personally, I would be happy if they became a kind of 'seasoned and cool culture,' much like used bookstores.

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