The Reality of Working Dads: Four Things You Should Know

Paparabo, targeting dual-income dads and their families, uncovers dads' true feelings and real lives through surveys and interviews. This time, we interviewed dual-income dads who read "Hanako Mama," a free magazine for nursery school parents.

※Listed from top to bottom: Name, Age, Occupation, Wife's Occupation, Children's Ages, Applicable Dad Type

After discussing topics like division of household chores and childcare, shopping habits, and hobbies, we identified four major findings:

※"Dad" and "Mom" in this article refer to dual-income couples.

Finding 1: Dads' Housework is "Kaizen"-Style

What household chores do the dads gathered this time handle?

"I handle all cooking on weekends. My wife isn't very fond of cooking, so I take care of everything, including cleanup. I enjoy thinking through the process and cooking efficiently. For cleanup, I use the dishwasher, but I've experimented and figured out the best way to load it so it cleans thoroughly and handles lots of dishes at once." (Mr. Kawada)

"I'm good at ironing. Even with shirts that are tricky to get perfectly smooth, I've mastered the technique—knowing exactly where and how to iron for the best results. Now I even iron my wife's shirts in the morning." (Mr. Nakano)

Many dual-income dads who actively tackle household chores seem to be constantly refining their methods—experimenting to minimize effort while maximizing precision, or finding ways to balance speed and quality. They view housework as part of their job, striving to enhance efficiency and rationality.

Findings 2: Finding Areas Where You Can "Win" Against Mom

"When I say, 'Daddy's making dinner today,' the kids get really excited. It's pressure, but it feels like my value is being recognized, and honestly, it makes me happy," (Mr. Morise)

"When the kids have questions about English or their regular studies, they come to me. They know Dad can answer them," (Mr. Terai)

It seems modern dads are quite conscious of "winning" against moms. They quietly revealed that this stems from a desire to be relied upon by their children and wives, and to have their presence acknowledged. We see dads contemplating how they can be themselves and become valuable members of the household, especially in the presence of moms who typically have a much larger presence at home.

Finding 3: Busy Couples Opt for "Discussed Purchases"

How do dual-income families make decisions when buying slightly more expensive items? While dads say they "keep separate wallets and try not to interfere much with each other's spending habits" for everyday expenses, family shopping seems a bit different.

"My wife often focuses on things like whether it's trendy or if she likes the design, while I look at product specs and features. We share our opinions a lot. Ultimately, we talk it through and find a compromise," says Mr. Kawada.

"We go to the store together to look at things we're interested in, talk about them, and then decide, 'Hey, let's buy this,'" (Mr. Morise)

Many dads seem to prioritize "talking as a couple." Perhaps because dual-income families are often too busy with work, housework, and childcare to find quiet moments for conversation, they understand the importance of "communicating." When making big family purchases, they seem conscious of increasing satisfaction with their choices and making better buys by "properly confirming each other's opinions" and "finding a compromise through discussion."

Findings 4: From My Hobby to Our Family Hobby

"I haven't gone surfing since my child was born," (Mr. Nakano)

"I used to DJ as a hobby, but I sold all my turntables because they're dangerous," (Mr. Terai)

The dads unanimously mention giving up their previous hobbies completely after their children were born. However, they don't seem particularly stressed about it. That's because they've found new hobbies they can enjoy even as fathers.

"We go kickboxing together as a family. My wife and kid started taking lessons first, but after I tried it once, I got hooked. I go at least once a week now." (Mr. Nakano)

"I wanted to go camping with my child, and I finally made it happen. The great thing about camping is that there's nothing to do. You have no choice but to talk with your child, so it deepens family bonds." (Mr. Kawada)

It seems that beyond the single days of enjoying things alone, there's now a demand for hobbies that "parents and children can enjoy together."

Teamwork grows stronger precisely because both parents work

When asked, "What's been good about both of us working?" several people mentioned "understanding each other's feelings better." However, there were also candid voices saying, "I'm not sure if it's good for the kids."

"My wife wants to work, and I want her to work, so it's good that we're able to do that. But I still get a jolt when my child asks, 'Why isn't Mommy here at night?' and it can be hard on her too," (Mr. Kawada)

"We have a rule as a couple to avoid using 'being busy' as an excuse whenever possible," (Mr. Nakano)

These dual-income dads share household chores and childcare with their wives not just on holidays, but daily.

They face new challenges their own parents never experienced—like the difficulty of saying "Leave the housework to me!" and dealing with children who sometimes feel lonely because they spend less time with Mom.

Still, it's clear that precisely because they share both the hardships of work and the daily struggles of childcare and housework with their wives, they are building a family with greater teamwork and strength together.

What do you think?

Through these interviews, we also saw how dual-income dads, proactively managing family life alongside moms, significantly influence family consumption. Papalabo believes that by including dads in marketing strategies—rather than just targeting moms—brands can tap into new family-related demand. We'll continue sharing insights regularly, so stay tuned.