Active Senior Women in Japan: Life Perspectives and Quest for Independence as Depicted in a Popular Magazine

The total population of Japan has been declining since it peaked in 2008, with the number of individuals aged 65 and above hitting a record high of 36.25 million in 2024. Japan's aging rate is the highest in the world, revealing various societal and individual challenges. This study focuses on active senior women in contemporary Japan who pursue fulfilling lives amidst these challenges. This study uses a combination of quantitative content analysis and qualitative thematic analysis of the popular magazine halmek (spanning 86 issues from its inaugural publication in May 2016 to June 2023), to explore the hobbies, preferences, and life perspectives of these women. Specifically, this research investigates how active senior women perceive vulnerability, including health, finances, and social engagement. It examines how they balance these perceptions with their personal interests, self-growth, social interactions, and family relationships, as depicted in the magazine’s articles and advertisements. Furthermore, the study examines readers’ interpretations of insights by analyzing their comments. The findings show that active senior women prioritize independence, striving for self-resolution and self-sufficiency even when encountering vulnerabilities. The knowledge imparted by halmek serves as a model for an independent "self," offering valuable insights for secure and fulfilling lives in later years.