ABSTRACT
Similar to other sociocultural contexts, nonhegemonic masculinities have recently emerged in Japan that challenge and interrogate cornerstone elements of hegemonic masculinity. Sôshokukei danshi (“herbivore men”) or more accurately herbivore masculinities exemplify oppositional forms of masculinity. “Herbivore” first emerged in a 2007 newspaper article by Maki Fukasawa and refers to slim heterosexual men who are professionally unambitious, consumption-oriented, and passive or uninterested in the formation of heterosexual romantic relationships (Chen 2012; Fukasawa 2009; Ushikubo 2008). Herbivores notably contest many of the time-honored practices associated with hegemonic masculinity such as excessive tobacco and alcohol consumption, chronic workaholicism, emotional illiteracy, and the subordination of women.
