Contents
Introduction
In a recent revelation by SHIBUYA109 lab., the anticipated trend predictions for 2024 have sparked curiosity among enthusiasts eager to understand the evolving tastes of Japanese Gen Z. This article delves into the results of SHIBUYA109 lab. Trend Predictions 2024 on Product and Experience Category, breaking down the findings into three distinct trend perspectives. Let’s unravel the current preferences of Japanese Gen Z and gain insights into the cultural landscape that shapes their likes and interests.
SHIBUYA109 lab. Trend Predictions 2024
[Product and Experience Category]
- 自然界隈 “shizen kaiwai” (Natural Surroundings)
- ●●ヒス構文 “hisu koubun” (Hysterical Syntax)
- 小型チェキ “kogata cheki” (Small Instax)
- 平成女児 “Heisei Jyoji” (Heisei Girls)
- ○○ドリル “○○ doriru” (___ Drill)
- 빵빵이（パンパンイ）”Panpan-i” (Bbangbang-yi)
- クラブ “kurabu” (Club)
- Temu
- ヴィンテージ雑貨・蚤の市 “vintēji zakka / nominoichi” (Vintage Miscellaneous Goods / Flea Market)
- ギャル体験 “Gyaru taiken” (Gal Experience)
Trend Perspective 1: “Detox Consumption” on the Rise
As we navigate the digital age, the youth of 2024 seems to be experiencing a sense of fatigue, particularly in their interactions on social media platforms. The constant need to stay connected and engaged with vast amounts of information has led to a desire for detoxification. This trend is reflected in the emergence of smaller, close-knit communities, with a focus on experiences. We’ve also mentioned in our recent article how 2024 is going to be a shift towards privacy and exclusivity as Japanese Gen Z’s prefer a closed blackbox social network.
The 2024 prediction of “Natural Surroundings” aligns with this theme, emphasizing a preference for nature-rich environments like mountains, rivers, and parks. The trend suggests a shift towards sharing experiences within tight-knit communities, a departure from the broader sharing culture seen on social media platforms.
Additionally, the inclusion of “Vintage Miscellaneous Goods / Flea Market” in the predictions indicates a growing interest in leisurely outdoor activities and the joy of discovering unique items.
Trend Perspective 2: Nighttime Activities Taking Center Stage
While the call for detoxification from digital spaces is evident, there’s a simultaneous surge in interest in nighttime activities. The inclusion of “Club” in the 2024 predictions suggests a revival of interest in real-world social interactions, particularly in the context of music and entertainment. The lowering of barriers to entry for club events, including alcohol-free gatherings for high school students, has contributed to this trend’s resurgence.
Image source: chimuristanzz on Instagram
The evolution of the “Club” trend, from club-like izakayas to dedicated club events for various demographics, highlights the adaptability of marketing strategies to cater to the preferences and comfort levels of today’s youth.
Trend Perspective 3: Immersive Experiences Maintaining Relevance
The youth of 2024 continues to seek immersive experiences, as evidenced by the growing popularity of themes such as “Gal Experience.” This trend allows individuals to embody the fashion and makeup styles of Heisei-era gals, showcasing a desire for unique, immersive experiences. Read about the full-immersion trends in 2023 in Japan here.
The emphasis on “immersion” extends to the world of fashion and beauty, as seen in the predictions for 2024, featuring fashion trends like “Ballet Core,” “Fairy Grunge,” “Punk Fashion,” and “Classical Lolita.” This suggests a departure from the Y2K fashion phenomenon, with a renewed focus on unique, personality-driven styles inspired by Japan’s subcultures. We also wrote about how Y2K revival is going to be the trend in Japanese Marketing this year in our recent article.
Conclusion
The “SHIBUYA109 lab. Trend Predictions 2024” encapsulate a multifaceted exploration of youth culture, reflecting the evolving preferences of the around20 demographic. From seeking nature’s embrace for detox to rediscovering the allure of night activities and immersing themselves in unique subcultures, the youth of 2024 are shaping their consumption choices with a focus on connection, relaxation, and authentic experiences. Marketers keen on tapping into these trends should navigate the delicate balance between introducing novel concepts and aligning with the nuanced preferences of the youth. As we step into 2024, the landscape of youth culture promises to be vibrant, diverse, and full of exciting opportunities for brands attuned to the pulse of the younger generation.
Data source: SHIBUYA109 lab.
