Japan cashes in on 'pretty boys'
By CNN Correspondent Atika Shubert
TOKYO, Japan (CNN) -- Fasten your seat belts and bring your chairs into the upright position, ladies.
Japan's Skynet Airways has introduced special "Men's Flights" where male-only cabin attendants are handpicked to attract women and their wallets.
It's part of a new trend in Japan where companies are targeting the dollars being spent by an increasingly powerful female consumer.
On Skynet, passengers receive a Men's Flight Certificate, with descriptions of cabin staff including hobbies and personality types. In-flight announcements invite passengers to make "special requests" to the cabin crew but to refrain from any inappropriate touching.
Passenger Naoka Fakuhara says she thinks it's a good idea.
"The attendants on the flight are pretty attractive," she says.
"I'm still not comfortable being served by a man, but I could get used to it."
The Skynet project is aimed at Japanese women who they consider ideal consumers. More than 50 percent under the age of 40 are single working women with more money to spend on themselves.
The first company to start targeting women in Japan was French department store, Printemps. It's gained some fame for its use of attractive well-groomed young men who sell anything from shoes to expensive Cashmere shawls.
They are now known as "Printemps Boys" and included in their number is a former male model.
Printemps public relations spokesperson Akiko Fujii says that while it's fairly common to use women as mascots for promotions in Japan, it is still very unusual to use men.
But woman want to look cute and pretty in front of an appreciative man and the Printemps Boys are simply fulfilling that desire, she says.
The Printemps Boys are picked for their smooth-talking sales skills and clean-cut looks.
"There is some pressure to take more care of my appearance now," says Printemps Boy Masaki Momonoe.
"At first, I felt embarrassed, but I'm happy with it now," he says.
And the Printemps Boys are pleasing company bosses as well as female customers. Sales are up and the shop's customer numbers have more than doubled.
But for all the hard work, it seems Japanese women are still shy.
When we asked if anyone on a Skynet flight asked one eligible man for a date, he said that he was hopeful, but still waiting.
Ladies, there's still time to book your ticket!
