This dialogue contribution discusses whether it is possible to create favorable new social assistance under the market principles, based on the Ouen or Õen (aid) consumption in Japan. The meaning of consumption has changed due to the COVID-19 pandemic. In Japan, aid consumption is increasing. This means helping local restaurants and producers by willfully and proactively buying and consuming their services and products. This is a favorable form of new social assistance and the result of strong marketing and market functions. The penetration of market forces may surpass pure altruistic behavior such as donations and gifts, by creating new market-linked forms of aiding, boosting and supporting.
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Mizukoshi, Kosuke and Hidaka, Yuichiro
"Pandemic and Õen Consumption in Japan: Deliberate Buying to Aid the Seller,"
Markets, Globalization & Development Review:
3, Article 3.