The 100-Year Life Day

What Is "The 100-Year Life Day"?

November 14th is "Jinsei Hyakunen Jidai no Hi" (The 100-Year Life Day) in Japan, established by beverage maker Asahi Soft Drinks Co., Ltd. The date comes from a pun on "ii (11) toshi (14)," meaning "a good age" or "a good year."

The Idea Behind "The 100-Year Life"

"The 100-year life" is a phrase popularized by Lynda Gratton and Andrew Scott of London Business School in their book "The 100-Year Life." The book argues that one in two children born in developed countries in 2007 will live to 103, and that we need to plan our lives on the assumption of living 100 years. It predicts a shift away from the conventional three-stage life of education, work, and retirement toward a life with more varied options, such as relearning, career changes, and extended breaks, regardless of age.

• A shifting life path: as life expectancy extends, the traditional linear path of "education, then work, then retirement" is being reconsidered
• Healthy life expectancy: staying well both physically and mentally as we age has become an important focus
• Spreading through society: companies and local governments are increasingly building health-management and lifelong-learning initiatives around this idea

The Message Asahi Soft Drinks Wants to Share

The company believes that living a healthy 100-year life comes down to small daily habits adding up over time, and established this anniversary hoping people will incorporate its health-conscious beverages into their everyday routines.

Tips for Marking This Day

• Take a look back at your own daily habits — diet, sleep, and exercise
• Think about your future career and learning goals with "the 100-year life" in mind
• Talk with family or friends about health and longevity
• Add a healthier drink or meal into your regular routine

What You Can Do Today to Age Well

When you consider a life that might span a full century, it's not the big decisions but the small daily habits that shape the future. Let November 14th be a day to look toward your own "what's next" and take one step toward aging in good health.