New Origin of a Bilinear Mass Matrix Form

The charged lepton mass formula can be explained when the masses are propotinal to the squared vacuum expectation values (VEVs) of scalar fields. We introduce U(3) flavor symmetry and its nonet scalar field $\Phi$, whose VEV structure plays an essential role for generating the fermion mass spectrum. We can naturally obtain bilinear form of the Yukawa coupling $Y_{ij} \propto \sum_k <\Phi_{ik}> <\Phi_{kj}>$ without the non-renormalizable interactions, when the flavor symmetry is broken only through the Yukawa coupling and tadpole terms. We also speculate the possible VEV structure of $<\Phi>$.