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Japan’s discount election: how ‘dirt cheap’ shoppers became the key voters

‘Frugal families’ find themselves scrimping in an economy jolted by the return of inflation and rising interest rates

In the bicycle park outside OK supermarket in Tokyo’s Togoshi district, Fumiko Kobayashi is loading her basket and rucksack with shopping she increasingly struggles to afford. Three years ago, the same purchase cost ¥6,000 ($39); now, she says, it costs ¥10,000.

“Our household budget has been compressed, and my income isn’t going up,” said the 74-year-old pensioner, who said her vote in next month’s general election would not go to Prime Minister Sanae Takaichi and the long-incumbent Liberal Democratic Party.

Across the city at another OK branch, 36-year-old office worker Yukie Ohara used to shop at a higher-end supermarket but now makes a longer trek to a gekiyasu, or “dirt cheap”, discounter.

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