... electric guitars!
Japan's boomer generation, weaned on rock "n' roll, is apparently determined to pick up right where it left off when they entered the world of work.
Opines Dave McCaughan, Tokyo-based regional strategic planning director for McCann Worldgroup Asia Pacific: "When they retired they basically reformed the bands they were in at 22.
"If you take a typical 60-year-old retiree, what has he been doing the last 35 years? Basically he's been going to work-related events three nights a week that often end up at karaoke. He's just been rehearsing for performing in the band."
It's a trend that underscores an important lesson for marketers: don't underestimate the 50-plus set, a group that will have increasing importance as developed economies age.
In Asia, home to large populations of older consumers - in places such as Japan, South Korea, Taiwan, Singapore and Hong Kong - marketers have found unique ways of tweaking their products or marketing to appeal to golden lifestyles.
Several years ago, electronics maker LG released its Wine phone, specifically tailored for older consumers with large buttons, easy-to-read text, a simple design and marketed with middle-aged models.
Wine became one of LG's top-selling handsets, but the company found that consumers started turning away from older feature phones once smartphones entered the Korean market.
"What we've found is that in Korea, older customers don't want to look old. So they would rather use a young, trendy phone that their kids and grandchildren are using," said Ken Hong, LG's director-global communications.
Conversely, however, Japan's NTT Docomo has had good success with its Raku-Raku ("easy"—phone) selling its 20 millionth unit this summer.
Comments Hong: "I think the bigger trend is that instead of only marketing to the silver segment, companies like LG are widening their target by promoting convenience and safety, which appeal strongly to an older population without closing the door on a younger segment who might be turned off by anything that is designed for only senior citizens."
Japan, Korea and Hong Kong are being used as global test markets for aging strategies, says McCann's McCaughan, stressing that many innovations can translate across markets.
"A lot of the big Western companies have known about the aging thing for a long time and sort of peripherally talked about it, but now they're becoming more active. The flow will be from North Asia to Europe and then to the US because that's where the demographic shift is."
According to Jordan Price, senior-strategic planning partner at JWT1 Tokyo, although nearly one-fourth of the population is over age 65, the demographic has become the breeding ground of innovation. Beyond the size of the market, there's spending power to back up the numbers: the 50-plus segment in Japan represents roughly 80% of purchasing power.