Hotels, publishers and retailers are trying to capitalize on the buying power of people in their 40s and 50s who experienced the go-go days of the 1980s bubble economy before it imploded in 1991.
In early August, the Grand Prince Hotel New Takanawa in Tokyo's Minato Ward hosted a dance event that recalled the discotheque boom of those heady days, attracting some 2,000 men and women dressed aptly for the occasion.
Most of the participants were veterans of the bubble era.