Abstract: In the context of a “low-desire society”, Japanese youth’s consumption behavior has exhibited a complex evolution that deviates from traditional economic growth logic, with its core trend summarized as a shift from “expansionary” to “conservative”. To address changes in youth consumption behavior and boost consumer confidence, the Japanese government has implemented a series of measures in education in recent years, such as promoting career planning education, implementing free education systems, strengthening consumer education, and reforming vocational education systems. While these measures have achieved certain results, they also face numerous challenges, urgently requiring the Japanese government to promote deeper socio-economic institutional reforms.

Key words: low-desire society, youth consumption behavior, educational reform, response strategies