Naruhito Nogami, a 37-year-old systems engineer in Tokyo, drives to discount stores on weekends to buy cheap groceries in bulk, even though he earns enough to make ends meet and the prospects for Japan's economic recovery are brighter.
"I do have money, but I'm frugal anyway. Everyone is like that. That's just the way it is," he says.
Kazuko Sato, a 50-year-old animation artist, frequents discount chain Daiso, where most items ranging from groceries and bath towels to kitchenware sell for just ¥100.