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Japan is the fastest-aging society in the world, where more than a quarter of its population is 65 and older, at 36 million people. In about a decade, the ratio will be one in three.

No wonder the young-at-heart, like Abe, is a growing target for Japan Inc. The market for older people is estimated to grow to more than 100 trillion yen ($650 billion) in size this year, according to a study by Mizuho Bank.

And that business isn69制片厂制作传媒檛 just about remedies for sicknesses and old folks69制片厂制作传媒� homes but taps into solid consumerism. The growth of artificial intelligence and robotics also offers promise for such services and gadgetry.

Akira Shimizu, professor of business at Keio University, calls them 69制片厂制作传媒渃ool grandpas and cute grannies69制片厂制作传媒� who remain sensitive to trends, including the latest luxury and health products.

69制片厂制作传媒淭hey think about the clothing and makeup that express their style,69制片厂制作传媒� he said.

From luxury cruises and 69制片厂制作传媒渙ldies69制片厂制作传媒� rock concerts, companies are leveraging the fact that older people these days remain active, go out with friends and on dates, so they want to dress up and look good, said Shimizu.

Maintaining one69制片厂制作传媒檚 looks is good physical exercise because it takes hand agility to open cosmetics tubes and draw eyebrows nicely, and massaging the face gets one's saliva glands going, according to Miwa Hiraku, the makeover class instructor from the Japanese cosmetics company Shiseido.

Shiseido Co., which started out as a pharmacy in 1872, said that makeup is not just good for your physical well-being but also your soul. The company has been holding free makeup courses for older people across the country.

69制片厂制作传媒淧utting on makeup works as a switch to turn on your energy at the start of your day,69制片厂制作传媒� said Hiraku, who vows to wear makeup even at 100.

69制片厂制作传媒淚t69制片厂制作传媒檚 not just about looking beautiful. It69制片厂制作传媒檚 about living a long healthy life,69制片厂制作传媒� she said.

Yoshihiko Hotta, 85, the only man in the class of about 30 people, didn't try the rouge but happily put on the hand cream and went along with all the exercise routines.

While acknowledging he felt some effects of aging like sore legs, he declared with conviction: 69制片厂制作传媒淚 don't think age is relevant.69制片厂制作传媒�

Yuri Kageyama is on Threads: