Z総研 (Z Research Institute), a renowned Japanese research institute focusing on Generation Z, recently released their “Z Research Institute 2024 First Half Trend Rankings.” This comprehensive survey provides a deep dive into the interests and preferences of young people today. Conducted online between April 26 and May 6, 2024, the survey collected data from LINE@ members of “Nom de plume,” the institute’s own media platform. With 626 valid responses from junior high school students, high school students, university and vocational school students, and working adults nationwide, the survey offers a wide-ranging view of current trends.
The survey covered ten categories: “Words,” “Food and Drinks,” “Cosmetics,” “Events and Things,” “YouTube Channels,” “TikTokers,” “Actors and Actresses,” “Idols,” “Artists,” and “Songs.” Participants could choose from multiple options, ensuring a comprehensive look at what’s capturing the attention of Generation Z. In this article, we will explore the “Events and Things” category to understand the latest trends that are creating a buzz among Generation Z.
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10. Eye Love You
This recent Japanese drama series, “Eye Love You,” has captivated audiences with its innovative format, omitting Japanese subtitles for its Korean dialogue. This growing popularity has spurred an increase in the number of Japanese people learning Korean, according to Japanese media outlets. Viewers are turning to various YouTube videos that translate and analyze scenes with Korean dialogue.
According to Japanese media outlet Maidona News, “more people are learning Korean because they want to understand what the male lead is thinking.” YouTube videos providing translations and interpretations of the drama’s Korean dialogues have become highly popular, with some garnering over 150,000 views. The trend parallels past hallyu successes like “Winter Sonata,” influencing Japanese interest in Korean language and culture, particularly among younger demographics.
9. Detective Conan: The Million-dollar Pentagram
“Detective Conan: The Million-Dollar Pentagram” has become the highest-grossing film in the long-running Japanese anime franchise, earning $89.6 million (¥14.1 billion). This achievement cements its status as the most successful Japanese film of 2024 to date. “The Million-Dollar Pentagram” was released in Japanese cinemas on April 12, debuting at the top of the box office and earning $22.2 million (¥3.35 billion) from 2.27 million admissions over its three-day opening. This marks the best three-day opening in the franchise’s history.
Detective Conan stories are known for their clever mysteries and action sequences, which resonate with Japanese audiences. The title of this film, “The Million-Dollar Pentagram,” suggests a complex and intriguing plot, which likely appealed to fans
8. Chiikawa
Chiikawa is a manga/anime by illustrator Nagano. A fun and slightly sad stories told by the characters commonly known as Chiikawa, short for Nanka Chiisakute Kawaii Yatsu meaning “Something small and cute.”
Searches for “Chiikawa” have surged in the past two years, possibly due to the anime’s broadcast on Fuji TV. Chiikawa’s appeal lies in her expressive and emotional traits, resonating with a broad audience. Chiikawa attracts a diverse fan base with a notable proportion of male fans (1:3 male-to-female ratio). Fans are predominantly in their 20s, 30s, and 40s, reflecting broad age appeal compared to similar characters.
There are several possible reasons for the popularity of Chiikawa. The friendly character design and the hardworking, healthy characters that you want to root for are major factors. Additionally, the series presents an absurd and mysterious worldview, with unexpected and thrilling elements within its heartwarming atmosphere. The contrast between the usual peaceful setting and the sudden, frightening moments has left many people surprised and intrigued. While “kawaii” (cuteness) is the foundation of the design, the profound and complex world that Chiikawa inhabits is a significant attraction.
These elements combine to make Chiikawa a character that people can connect with and root for. The cuteness is a big draw, but it’s the relatable stories and overall warmth that keeps people coming back for more.
7. Hello Kitty
Our queen Hello Kitty never loses its charm in Japan. Their recent collaboration with McDonalds Japan probably contributed to its buzz on the first half of 2024. Releasing 50 kinds of Hello Kitty stuffed toy with straps as Kiddie Meal, or “Happy Set” as they call it in Japan, to celebrate Hello Kitty 50th Anniversary. It included nostalgic and cute designs that were featured on past Hello Kitty products, 50th anniversary limited designs, and even a design exclusive to this collaboration in which Kitty is wearing a McDonald’s uniform!
Sanrio’s recent popularity surge can be attributed to several factors. The trend began in 2012 with the introduction of Sanrio character charms at Togo Shrine near Harajuku’s Takeshita Street in Tokyo. These charms, including the limited “Hello Kitty 50th Anniversary Charm,” sold out rapidly due to their popularity on social media platforms like TikTok, drawing hordes of young buyers eager to acquire them.
A key reason for the charm’s allure is “Heisei nostalgia,” as young adults born during the Heisei era feel a deep sentimental attachment to Sanrio characters from their childhood. Limited-edition collaborations, such as those with McDonald’s Happy Meal, further fueled the craze, prompting bulk purchases and widespread social media sharing to showcase ownership and status.
6. Ballet Core
Ballet Core, a fashion style inspired by ballet costumes, is trending globally among young people, and Japan is definitely on eye on this trend as well. It’s been said that MIUMIU’s 2022 fall/winter collection and Jennie from BLACKPINK popularized ballet core. It represents femininity and body positivity in modern times that relates well to Z generation.
Many Japanese brands and stores, like WEGO and ZOZOTOWN, are even giving the spotlight to this category on their online sites.
5. Haikyu!! The Dumpster Battle
Based on the manga of the same name by Haruichi Furudate, the anime series “Haikyu!!” depicts the world of high school volleyball. The movie version follows the Inarizaki High School match from season 4 and portrays the battle between Karasuno High School and Nekoma High School, commonly known as the “Battle at the Garbage Dump.” In the 75 days since its release until April 30, the movie has attracted 6.99 million viewers.
The film’s direction emphasizes realism and dynamic camera work to capture the speed and intensity of volleyball matches, enhancing the viewing experience. The movie is full of references to the original anime and manga, and it will be a treat for fans to see their favorite characters and moments brought to life on the big screen. The movie skillfully integrates character relationships and highlights, appealing to both hardcore fans and newcomers alike with its emotional depth and thrilling moments.
4. Disney Pal-Palooza
ディズニー・パルパルーザ or Disney Palpalooza is a new event that is taking place at Tokyo Disney Resort from January 1 to June 30, 2024. The event is a celebration of Disney music and will feature live performances, character meet-and-greets, and special food and merchandise.
The term “Palpalooza” merges “pal,” signifying “friends,” with “palooza,” denoting “a lively gathering where everyone can enjoy themselves,” encapsulating the idea of “fun, playfulness, and the ultimate enjoyment with friends.” The inaugural event in this series, “Minnie’s Funderland,” will introduce a new entertainment spectacle titled “Minnie@Funderland,” staged along the parade route and at the Castle Forecourt. Following the first event, “Minnie’s Funderland,” the second event will be “Donald’s Quacky Duck City,” starring Donald! The setting is “Duck City,” the ideal town that Donald dreamed up, where Donald is the superstar in everything!
The event is being promoted heavily by Disney Japan. The company has been running commercials and social media ads for the event, and there has been a lot of media coverage.
3. Opanchu Usagi
Opanchu Sagi is a pink rabbit character described as everyone’s companion on Earth. Always striving to help and encourage everyone, yet remains unrewarded. Lives earnestly, seemingly on the verge of tears daily. Frequently found in UFO catcher machines at game centers and as keychains on high school girls’ school bags, they are a common sight in towns.
Despite some not understanding its appeal, why has “Opanchu Sagi” become so popular? The charm lies in its pitiful yet endearing nature of never being rewarded despite efforts. Its distinctive crying face stands out uniquely, becoming oddly addictive over time.
One of the things that shows how popular Opanchusagi is is the fact that it has collaborated with many companies and all of these collaborations nationwide sold out immediately. It also hosts a wide range of events like the “Opanchu Sagi Exhibition,” attracting over 100,000 attendees across multiple cities.
2. Cat Memes
Cat memes are immensely popular on platforms like X and TikTok, particularly in the form of short videos that recreate everyday scenarios with feline characters. They use funny cat videos to recreate everyday situations, making viewers laugh. Catchy music often accompanies these videos, adding to their appeal. The appeal of cat memes lies in their universal adorableness and the ease with which they can be created and shared, making them a powerful tool for engagement.
These cat memes had been so trendy that an app dedicated to just playing these different kinds of cat meme has been hitting the charts since its release on February of 2024.
1. BeReal
BeReal, a social media app originating from France, gained popularity among Japanese Gen Z for its unique concept of showing the “real self” and a more private and genuine interactions. 78.5% of college students stated that BeReal’s popularity isn’t due to the inability to glamorize posts. Reasons for BeReal’s appeal include real-time updates on friends’ activities, ability to share everyday moments not worthy of Instagram, and documenting daily life. 47.5% of university students believe the era of heavily curated posts (“glamming up”) is coming to an end.
Key Takeaways:
Key Takeaways:
- Nostalgia Marketing: Icons like Detective Conan and Hello Kitty demonstrate the power of nostalgia and strategic collaborations.
- Authenticity Over Curation: The shift towards real-time, genuine content on platforms like BeReal highlights new engagement opportunities.
- Cross-Cultural Appeal: Japanese-Korean dramas like “Eye Love You” are spurring interest in language learning and cross-cultural media consumption.
- Anime and Character Appeal: The continued popularity of anime, as seen with “Haikyu!! The Dumpster Battle,” and relatable characters like Chiikawa and Opanchu Sagi, underscores the strong connection Gen Z has with engaging and emotive storytelling.
These trends offer valuable insights for marketers looking to effectively engage with Generation Z in Japan. Understanding the popularity of cross-cultural phenomena like Korean-language dramas and global fashion influences such as Ballet Core allows marketers to tap into diverse interests and adapt their strategies accordingly. Icons like Hello Kitty and Detective Conan demonstrate the enduring appeal of nostalgia-driven marketing, offering opportunities for targeted campaigns that resonate across generations. Moreover, the rise of platforms like TikTok and BeReal highlights the importance of authenticity and real-time engagement, guiding marketers to prioritize genuine interactions over overly curated content. By leveraging these insights, marketers can craft campaigns that not only capture attention but also foster meaningful connections with Japan’s youth demographic, aligning their brands with current cultural trends and consumer behaviors effectively.
