The opening ceremony of the Olympics Games Tokyo 2020 finally took place on July 23rd 2021. Although diversity is one of the core values of the Olympics, Japan has lagged far behind other countries in terms of diversity including gender equality. According to Euromonitor International’s Economies and Consumers data, the income gap between male and female consumers in Japan was 33% in 2020. However, after the sexist comment made by the former Olympics committee chief executive was rebuked by global society, consumers in Japan became increasingly aware of the issue, and companies have started to react quickly to those consumers voices. This podcast will discuss the diversification trend that is finally starting to emerge in Japan.