Japan's skateboarders show Gen Z can be a catalyst for change

Younger people are flipping Japan's perspective on its relations with the world

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Japan's Coco Yoshizawa competes in the women's street skateboarding final during the Paris 2024 Olympic Summer Games. She was one of 11 Japanese gold medalists aged under 25. © Reuters

Nobuko Kobayashi co-leads the Japan consumer practice of global strategy consulting group EY-Parthenon.

The Olympics stir our emotions in many ways, one of which is related to age: I could not help but be amazed that the supremely confident athletes at the 2024 Paris Games were young enough to be my children.

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