A new generation of Japanese office workers is reviving an aggressive, hard-charging professional attitude known as “corporate machismo” [1, 2, 3].
This shift marks a departure from recent trends toward work-life balance. Proponents believe that returning to a high-pressure environment is necessary to restore the economic dynamism Japan experienced after World War II [2, 3].
The movement is centered primarily within Tokyo-based firms [1, 2]. It includes both men and women, such as 26-year-old Kotaro Kawabata, who are deliberately adopting these demanding habits [1, 2].
Central to this culture is a specific mindset that rejects moderation in the workplace. One participating firm uses the motto, “Holding back is evil” [2]. This philosophy encourages employees to push past traditional limits to maximize productivity and growth [2, 3].
Groups of Gen-Z hires at a Tokyo firm expressed their enthusiasm for the high-energy environment, saying, "Hell yeah" [2]. The trend suggests a conscious effort by younger workers to emulate the legendary intensity of previous generations of Japanese "salarymen," though this new wave is more inclusive of women [1, 2].
By embracing this style, these workers are attempting to reverse perceived stagnation in the national economy [2, 3]. They view the unapologetic work ethic not as a burden, but as a tool for national and personal advancement [2, 3].
““Holding back is evil.””
The return of 'corporate machismo' represents a generational pivot in Japan. While previous decades saw a move away from the grueling hours that led to 'karoshi' (death by overwork), some Gen-Z workers now view those same traits as essential for competitiveness in a global market. This suggests a growing belief among youth that extreme productivity is the only viable path to restoring Japan's status as an economic superpower.
