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About SHIBUYA109 lab. and SHIBUYA109 Trend Award
SHIBUYA109 lab. is a youth-focused marketing agency operated by SHIBUYA109 Entertainment, specializing in understanding the lifestyles and preferences of the “around20” demographic (ages 15-24). SHIBUYA109 lab. conducts surveys and analyses from the unique perspective of SHIBUYA109, a prominent shopping complex in Tokyo. The agency aims to delve into the realities of this young generation, providing insights into their behaviors and trends. The SHIBUYA109 Trend Award is an initiative by SHIBUYA109 lab. that recognizes and celebrates emerging trends among the youth, featuring categories such as fashion, experiences, and more. The trends are identified through a combination of surveys, nominations, and assessments by a panel of individuals from the SHIBUYA109 lab. MATE community, resulting in an annual showcase of the most influential trends within the “around 20” or Gen Z demographic.
The SHIBUYA109 Trend Award has unveiled rankings across various categories. These include the Cafe & Gourmet category, where the focus is on takeout, dine-in, and homemade options, particularly highlighting “night cafes.” In the Artist category, artists cherished as the soundtrack of SNS trends secured spots. The Hit category witnessed the exclamation “It’s minced meat!” claiming the top position, surpassing global star Shohei Ohtani, with a common theme of “community-breaking power.” The Content category introduced “Closed SNS” tailored to Generation Z’s current community mood, emphasizing short videos. In the SNS Content category, trends change within a week, emphasizing versatility and room for creative interpretation. The Cosmetics & Skincare category highlights “transparency” and “freshness,” with individuality expressed through nail art. The Fashion category identifies Y2K as a trend, emphasizing “colorful & voluminous” styles. Finally, the Experience category prioritizes “immersion,” celebrating emotionally resonant childhood experiences.
Today, let’s delve into the realm of trending content and explore key insights.
Trending Contents in Japan
In response to the current community mood of Generation Z, “Closed SNS” platforms have emerged, focusing on short videos as an essential means of interaction. “Closed SNS” is an SNS service where user information and conversations cannot be seen by others and can be shared only with a limited number of people. This year witnessed the introduction of several new SNS platforms, many of which aim to facilitate limited sharing among close friends. Reflecting the evolving consciousness of the Z generation in the wake of the pandemic, these platforms adapt to the changing dynamics of their community.
Regarding content such as anime and movies, short videos have become a central point of engagement. The intersection with insert songs and snippet videos allows even those less familiar with the content to enjoy and contribute to the trending flow.
Rank 1: Anime 推しの子 “Oshi no Ko”
A popular manga adapted into an anime broadcasted from April to June 2023. The theme song ‘Idol,’ performed by YOASOBI, became a hit, leading to various forms of enjoyment on SNS, including dances and cover videos.
Rank 2: BeReal.
This SNS prompts users to capture and post unprocessed photos received as notifications at specific times daily. Its appeal lies in sharing the unfiltered, authentic aspects of life with friends. In contrast to other platforms, BeReal. lacks editing features, fostering connections based on sharing genuine, unglamorous moments.
Rank 3: んぽちゃむ “Npochamu”
Featuring the Yogurt Fairy character created by popular creator “可哀想に！” The distinctive artwork and story have garnered attention, portraying hard-working yet unrewarded and endearing characters. It’s noted that people enjoy mimicking んぽちゃむ (Npochamu)’s way of speaking in everyday conversations.
Trending SNS Contents in Japan
SNS content trends change rapidly, sometimes within a week, presenting a dynamic landscape of strong contenders. This year’s distinctive feature includes the rise of AI-generated content, such as illustrations and avatars, regularly sparking discussions.
The common elements among the top-ranking SNS contents are their “versatility” and “room for creative interpretation.”
Rank 1: ひき肉ポーズ “Hikiniku Pose”
Introduced by middle school YouTuber “Chonmage Kozou,” Hikiniku, during greetings. The pose has been adopted in dance videos, sports, and idol communities, spreading its popularity.
Rank 2: なぁぜなぁぜ？ “Naa Ze Naa Ze?” (Why, why?)
A phrase originating from a video posted by cabaret girl Momozono Arisa, with over 100,000 followers. The format gained popularity for humorously addressing questions and unjust situations.
Rank 3: 蛙化現象 “Kawakagenjou” (Frog Transformation Phenomenon)
Originally describing the phenomenon of feeling aversion when someone you like expresses interest, the term has evolved to signify a loss of attraction due to a loved one’s actions. Influencers sharing examples of this phenomenon sparked discussions. Additionally, trends like “蛇化現象 (Jakagenjou – Snake Transformation Phenomenon)” emerged as counterparts, where actions of a loved one always seem admirable.
Insights
Exploring the SHIBUYA109 Trend Award winners reveals fascinating marketing insights into Japan’s dynamic content landscape. The prevalence of Closed SNS platforms, emphasizing limited sharing among close friends, suggests a growing appetite for intimate, personalized connections. In the realm of anime and movies, the popularity of short videos and engaging with content through snippets unveils a trend towards bite-sized, easily digestible formats. Meanwhile, the success of BeReal., a platform promoting unfiltered, authentic moments, underscores a desire for genuine connections in a world saturated with curated content. The SNS Content Category winners highlight the transient nature of trends, emphasizing the importance of versatility and creative interpretation for marketers aiming to stay relevant. Brands looking to capture attention in Japan may find success in aligning with these preferences for authenticity, intimacy, and adaptable content formats that resonate with the ever-evolving interests of the audience.
Source: SHIBUYA109 lab.調べ, PR Times
