​Conclusion

Young people at Miyashita Park make consumer choices that create in-group/out-group social dynamics and influence social interactions. These consumption practices are also linked to sociality and identity development, which affects their perceived coolness and status. Youths defy the rules about underage drinking and smoking to show how cool they are, and they use their phones to share pictures of specialty foods and fashion choices on social media. The notion of "coolness" and social status becomes a prominent factor in this dynamic. Without real power in the larger Japanese society, young people exaggerate their consumption of material goods to ‘flex’ on other youth,  maintaining, or even improving, their status as belonging in the Miyashita social sphere.