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Young, fresh faced and ripped, the nikushokukei danshi is the dish du jour for the modern Japanese woman, according to some media outlets.

The word refers to beefy guys who do a physically demanding job and is a reversal of sōshokukei danshi (grass-eating men), a term popularized in 2008 that describes the new breed of gentle, passive men emerging in Japanese society. While sōshokukei reflected an emerging social reality, nikushokukei reveals an a female fantasy that is in part a reaction against the grass-eating males.

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