We live in an age overflowing with news about loneliness and isolation.
We live in an age where some people live lonely lives, some face lonely deaths, and even ordinary people going about their daily lives easily express their loneliness.
We live in an era where the word 'loneliness', which is often thought of as an emotion referring to social phenomena or problems such as reclusive loners, social isolation, elderly people living alone, and lonely deaths, is now close to us.
This book explores how we, living in a modern world surrounded by loneliness, can maintain our daily lives and live without destroying ourselves.
And, in the following areas, we discuss how 'consumption behavior', the most powerful problem-solving tool in modern society, works to alleviate loneliness and what psychology is hidden within it.


- Perspectives on reading loneliness: situational loneliness vs.
cognitive loneliness
-Becoming a Fan: Increasing the Density of Social Relationships
- Savior of the lonely everyday life: Unusual consumption
- Solving loneliness through meaning: We are all psychologists
- Total Loneliness Care: Consumption that relieves relationship anxiety
- The Birth of a New Desire: The Pursuit of Voluntary Loneliness
- The direction of the loneliness business

This book provides guidance on how our society is changing to overcome loneliness, how businesses should respond, and how individuals can care for their loneliness.

The idea that you are not lonely just because there are other people around you is naive and childish.
Because there is someone else around, and because that person is different from us, that is why we are lonely.
Because we are not all the same, we are inherently lonely beings.
So, is this unavoidable condition of everyone being different insurmountable? Looking around, behind, and beyond, we see people living among us, so is it possible that we will never escape loneliness until we die?
---「Part 1.
From "Consumer Society, Talking about Loneliness"

We all become fans of something at some point in our lives.
When we are young, we become fans of the main characters of comics, animations, or fairy tales, and we also become fans of celebrities such as singers, actors, or entertainers.
Some people become fans of a particular company that makes cars or smartphones.
People or things that are unknown to everyone can become the object of fandom.
You can be a fan of the employee at your local convenience store, a fan of a small neighborhood bookstore, or a fan of a YouTuber with 100 subscribers.

Being a fan allows us to forget loneliness through immersion in the subject, provides comfort and encouragement through mutual support, adds a layer of social identity, and helps us feel the meaning of living as a member of society. It also helps us overcome loneliness by providing a sense of belonging to a group of people who share the same subject.
In what is often called the golden age of fandom, perhaps we are all overcoming loneliness through the experience of becoming a fan at some point.
---「Part 2.
From "Looking at Loneliness as a Fan"

The planets that The Little Prince meets on his journey are all lonely people.
They each use their own methods to forget loneliness or to avoid loneliness.
To summarize, the strategy would be as follows:
① King's Strategy: There are few people who can get along with me.
It doesn't matter, even if I'm alone.
② The strategy of the vain one: If there is someone who likes me and supports me, that is enough.

③ The drinker's strategy: Let's pass it off as a brief act of escapism to forget the loneliness of everyday life.

④ A merchant's strategy: If you have a clear goal in life, focus on it and dedicate yourself to it.

⑤ The streetlight keeper's strategy: If I am faithful to the task given to me, I will not have time to feel lonely.
⑥ Geographer's Strategy: Let's live in the world focusing on facts rather than emotions or feelings.
How is it?
What strategies are you using?
---「Part 3.
From "Jump from the everyday to the extraordinary"

You never know where the hand that comforts the loneliness of everyday life will come from.
It could be the hand of a writer writing a psychological essay, the hand of Dr. Oh Eun-young, or the advice of Seo Jang-hoon or Lee Soo-geun.
You might find that touch in the warm and touching comments of an FM radio host while driving, in the lines of a character in a movie that passes by, in the songs on your smartphone playlist, or in the canvas of an art exhibition you haven't seen in a long time.
Hints of that touch might be hidden in your MBTI test results, in the eyes of a friend you're having coffee with, in an article in the corner of a newspaper, in a billboard, or in the humor corner of the internet.
These touches and hints apply regardless of whether it is academic psychology, popular psychology, or common-sense psychology.
The important thing is to have the strength to overcome lonely daily life and the heart to accept it.
If you have faith that super psychology, which surpasses all psychology, can comfort you from loneliness, your daily life will begin to change.
---「Part 4.
From "Super Psychology, Soothing Loneliness"

For those of us living in this era, loneliness may not be the biggest social problem, but it is definitely a problem that must be solved.
So, consumer society rolled up its sleeves and started thinking about how to care for the loneliness of consumers.
To deal with situational loneliness, we consider how to avoid being alone and provide products and services that can solve this problem. To deal with cognitive loneliness, we provide products and services such as psychological counseling content, as well as various contents such as movies, music, comics, animation, dramas, and novels to help people forget loneliness, even if only for a moment. We also provide shopping spaces where you can escape to extraordinary moments.
---「Part 5.
From "Consumer Society, Dreaming of an Era of Total Loneliness Care"

The world began to change.
Although relationships are still important, we have entered an era where being alone is no longer a matter of survival.
The days when we had to stay together to survive are long gone, and the meaning, nature, and types of groups that humans belong to and feel safe and happy have become more diverse.
Most people are now able to live stable lives by belonging to large public groups such as the state and local governments, and the groups that gave them happiness expanded beyond their families to include friends, regions, colleagues, and acquaintances, and with the advent of the Internet, this expanded to include relationships with people who share similar hobbies and tastes.
So, many people are starting to think that loneliness isn't the problem, but rather, "I want to reduce the number of relationships I have," and the movement to voluntarily cut off relationships and choose loneliness is gaining attention.
Loneliness is now beginning to be accepted not as a negative emotion that arises from a lack of relationships, but as an emotion that must be actively pursued through the severance of relationships.

---「Part 6.
From "Evolving into Voluntary Loneliness"