在平成時代，日本的女權運動曾有過一段高光時刻，但到平成末期卻被形容為“平成大潰敗”。平成30年（2018年左右），日本經濟長期停滯，女性地位的發展曲線也出現急轉直下的變化，與平成初期相比，可說是從高峰一路滑落到谷底。

在平成初期，日本社會的經濟相對穩定，職場與生活中出現所謂的“平成新女性”——她們不僅獲得與男性平等的地位，甚至一度有種“翻身做主人”，反而有凌駕男性之上的趨勢。當時的流行文化與媒體中，甚至塑造出女性理想伴侶配置的“四男友”模式：跑腿君（負責接送）、買單君（吃飯由他付款）、禮物君（逢年過節或平時送禮）、以及本命（真正準備結婚的對象）。在那個年代，女性擁有更大的選擇權，享受被眾星捧月的感覺，對婚姻和伴侶的要求也相當挑剔。

然而，短短二十年後，情況急轉直下。隨著經濟停滯、物價上漲與就業不穩，男性收入普遍下降，能夠符合“高富帥”條件的人愈來愈少。時間來到2017年，平成時代只剩最後三年，日本社會中的男女婚戀生態已經完全不同。想要結婚的男女開始投入“婚活”（婚姻活動），彼此在約會時多半AA制或輪流買單，曾經流行的彩禮制度、男方獨自買房、男性無條件付出與“舔狗文化”都幾乎消失。連過去在都市地鐵中一度盛行的“女性專用車廂”，也逐漸形同虛設。

女性在這段時間開始重新審視自己與異性的關係，不再沉醉於被過度追捧的幻想。隨著女性終身就業率逐年上升，職業穩定性增強，婚戀觀也出現“降規”趨勢，例如“三低”條件（低姿態、低風險、低束縛），這背後反映出的是更冷靜務實的態度——與其追求不切實際的高標準，不如尋求彼此尊重與能共同生活的伴侶。

從社會心理角度來看，這一轉變也與經濟環境息息相關。景氣好、優質高收入男性多時，女性更傾向尋找“高富帥”，因為選擇面廣且生活安全感高；景氣差、男性收入普遍低時，許多男性專注於維持自身生活，減少與女性約會甚至結婚的意願。這種情況下，女性的婚戀選擇空間縮小，其“市場價值”在婚姻市場上自然下降。

最終，平成末年的日本婚戀現實是，曾經要求“四男友”的平成新女性，已經退回到“只要是個正常人，就可以嫁”的程度，這段從高峰到谷底的轉折，不僅折射出日本經濟的變遷，也反映性別關係與社會價值觀的深層變化。

During the Heisei era, Japan’s women’s rights movement once experienced a period of great prominence, but by the end of the era it was described as the “Great Collapse of Heisei Feminism.” By Heisei 30 (around 2018), after years of economic stagnation, the trajectory of women’s social status had shifted sharply downward, falling from the heights of the early Heisei period to a clear decline.

In the early Heisei years, Japan’s economy was relatively stable, and a social phenomenon known as the “Heisei New Woman” emerged. These women not only achieved equal status with men, but at times seemed to have “turned the tables,” even appearing to stand above men in social and romantic dynamics. Popular culture and media of the time often promoted the “Four Boyfriends” model for women’s ideal relationship setup: the Chauffeur Boyfriend (who picked her up and drove her around), the Paying Boyfriend (who covered meal expenses), the Gift Boyfriend (who gave presents), and the True Love (the man she actually intended to marry). Women enjoyed greater choice, basking in attention and setting high standards for marriage and partners.

However, just twenty years later, circumstances had changed drastically. With prolonged economic stagnation, rising living costs, and unstable employment, men’s incomes generally fell, and those meeting the “tall, rich, and handsome” standard became increasingly rare. By 2017, with only three years left in the Heisei era, Japan’s dating and marriage scene looked completely different. Men and women seeking marriage engaged in “konkatsu” (marriage-hunting), and on dates they typically split the bill or took turns paying. The once-common practices of bride price, men buying houses on their own, and men unconditionally providing for women—along with “simp” culture—had largely disappeared. Even the once-popular “women-only cars” on urban trains had become almost symbolic rather than widely used.

Women during this period began to reassess themselves and their relationships with men, moving away from the fantasy of constant adoration. As women’s lifetime employment rates steadily rose and job stability improved, marriage preferences began to “downgrade” in expectations. The “Three Lows” (low posture, low risk, low restrictions) became a new standard, reflecting a more pragmatic approach—seeking mutual respect and compatibility over unrealistic ideals.

From a social and psychological perspective, this shift was closely tied to economic conditions. When the economy was strong and high-income men were plentiful, women tended to pursue “tall, rich, and handsome” partners, as the pool was wide and the sense of security was high. When the economy weakened and men’s incomes declined, many men focused on their own livelihoods, reducing their willingness to date or marry. As a result, women’s choices in the marriage market narrowed, and their perceived “value” in this market inevitably declined.

By the end of the Heisei era, the reality was that women who once demanded “four boyfriends” had lowered their standards to “as long as he’s a decent person, I’ll marry him.” This shift from peak to decline not only mirrored Japan’s economic changes, but also revealed deep transformations in gender relations and societal values.