The number of births in Japan has fallen by more than 20% over the past five years, reaching a record low of 686,000 in 2024. This trend is becoming even more critical. A clue to increasing the birth rate lies in Base of the Pyramid (BOP) countries. There are an estimated 5.8 billion people at the Base of the Pyramid (BOP). The world’s population is composed of 5.8 billion BOP people, 2 billion middle class, and 250 million wealthy. The population growth of these Base of the Pyramid people exceeds that of the middle and wealthy classes. People around the world need to continue eating to survive every day. And yet, they too have their joys. Even economically disadvantaged BOP people have their joys. And it seems that the key to population growth lies within these joys.
Japan’s travel population will reach 540 million in 2024. The average cost of domestic travel per person appears to be around 46,000 yen. Some people enjoy traveling for less than this amount. Due to rising hotel prices in Japan, some people are traveling in minivans or compact cars, sleeping in their cars. Where travel demand exists, companies will capitalize on this business opportunity. Lawson announced that it will launch a car camping service in its parking lots. Taking advantage of convenience stores’ 24-hour availability, the company plans to turn its parking lots into a new revenue source. Prepayment is required to use the service. Reservations are accepted through the RV park’s website. Incidentally, RV parks are car camping facilities that meet the criteria set by the Japan RV Association for providing “comfortable and safe car camping locations.”
Another hint: dating apps. Tinder, a dating app launched in 2012, is used by many people around the world. Tinder is available in 24 languages and boasts over 26 million daily users. Many men and women have met through these services. Of course, an increasing number of couples are moving on to marriage and child-rearing. Over 500 million men and women travel within Japan. Meeting people while traveling is more familiar than meeting people through apps. If Lawson’s car camping service can bring men and women closer together, it could become a fun place to find a partner. Of course, if apps create the conditions for meeting people and face-to-face meetings at convenience stores become easier, it could lead to an increase in the population.
