Japan is often considered a lead market for silver products as it is the country that has experienced the most dramatic demographic change. It has been labelled the most advanced in terms of product development and innovation, with-at least according to the stereotypical view-very affluent, free-spending, and demanding customers. The deeply rooted changes in the structure of Japan's population raise a number of critical questions that companies need to address. The impact of demographic change on human resource management, marketing management, sales, and other business functions is tremendous.