Unpacking the Trend Tendencies of Late 2025
The survey highlights several key shifts in Z-generation interests, reflecting a dynamic interplay between personal expression, digital influence, and nostalgic appeal.
Trend Tendency 1: Self-Arrangement and Customizable Delights
Food and drink trends in late 2025 saw a surge in items that encouraged personal customization and sharing. The top-ranked ‘Mocchurin,’ a limited-edition doughnut from Mister Donut, captivated with its unique mochi-like texture, leading to widespread online discussions about its availability. Similarly, ‘Frozen Sanchoku Pie’ gained traction as users discovered and shared methods of enjoying it frozen, transforming its texture. Customizable options like ‘Mala Tang,’ a Chinese soup noodle dish where one can choose ingredients and spice levels, also garnered significant attention. This trend underscores a broader movement where Z-generation individuals are not just passive consumers but active creators, sharing their unique takes and modifications on social media.
Trend Tendency 2: The Resurgence of Characters and Screen Adaptations
The realm of entertainment witnessed a powerful comeback for animated and gaming content, particularly through cinematic adaptations. Films like ‘Chainsaw Man: Reze Arc’ and ‘Demon Slayer: Kimetsu no Yaiba The Movie – Mugenjo Arc’ dominated the ‘Popular Things/Objects’ category, drawing immense fan reactions. A university student from Gifu Prefecture commented on ‘Chainsaw Man: Reze Arc,’ stating, “This might be the best movie I’ve ever seen in my life. I’ve watched it 3 times already.” Beyond the big screen, character merchandise, such as ‘Labubu’ and ‘Myakumyaku,’ continued to thrive, with nostalgic figures like ‘Monchhichi’ and emerging designs like ‘Skullpanda’ poised to become future favorites. These characters often find their way into daily life through items like bag charms and smartphone cases, reflecting their pervasive appeal.
Trend Tendency 3: “Kyo Suki” as a Trend Incubator
ABEMA’s popular dating reality show, ‘Kyo, Suki ni Narimashita.’ (Today, I Fell in Love.), which follows high school students on a school trip to find love, proved to be a major trendsetter for the Z-generation. The show’s relatable narratives resonated deeply with young audiences, leading to its participants, such as Nagahama Hina and MON7A, topping the ‘Popular TikToker’ rankings. Their influence extended to music and trending phrases, demonstrating how content from ‘Kyo Suki’ rapidly translates into widespread social media phenomena.
Detailed Rankings: A Closer Look at Z-Generation’s Choices
Popular Words
Social media platforms like TikTok and X were fertile ground for new expressions. Phrases like ‘〇〇 de ima kore’ (meaning ‘this happened, and this is the current situation,’ used for unexpected events), ‘Monta Kaiwai’ (a community formed around mimicking a viral TikTok pose by MON7A), and ‘Ryote ni Otoko de-su’ (meaning ‘men in both hands,’ a meme from ‘Kyo Suki’ describing being surrounded by two people) reflected the playful and communal nature of online communication.
Popular Food & Drink
The top food and drink items emphasized enjoyable textures and customization. ‘Mocchurin’ from Mister Donut was a clear winner, known for its unique texture. ‘Mala Tang,’ a Chinese soup noodle dish allowing diners to choose ingredients and spice levels, also proved popular for its personalized experience. The viral ‘Frozen Sanchoku Pie,’ an arranged version of McDonald’s popular chocolate pie, offered a novel textural experience when eaten frozen.
Popular Cosmetics & Beauty Goods
The beauty landscape saw a focus on plump, glossy lips. fwee’s ‘3D Volumizing Gloss’ took the top spot, celebrated for its luscious finish. CANMAKE’s ‘Creamy Touch Liner [09] Darjeeling Pink,’ a popular ‘mucosa liner,’ and tfit’s ‘Cover Up Concealer,’ praised for its high coverage and portability, also ranked highly.
Popular Things & Objects
Movies based on popular anime and games dominated this category, including ‘Chainsaw Man: Reze Arc’ and ‘Demon Slayer: Kimetsu no Yaiba The Movie – Mugenjo Arc.’ Character figures like ‘Labubu,’ known for its distinctive cute-but-creepy aesthetic, and the Osaka Expo mascot ‘Myakumyaku’ also captured Z-generation hearts. Additionally, ‘AI’ tools and applications emerged as a significant trend, indicating a growing integration of artificial intelligence into daily life.
Popular YouTube Channels
Intellectual entertainment group ‘QuizKnock’ surged to the top, celebrating its 10th anniversary with increased visibility. Independent YouTubers like ‘Miyako no Owari desu Channel’ and ‘Gamix’ also found a place in the top rankings, showcasing the diversity of content appealing to this generation.
Popular TikTokers
Figures from ‘Kyo, Suki ni Narimashita.’ such as Nagahama Hina and MON7A, were the most influential TikTokers. Their engaging content, including short dramas and music, resonated widely, demonstrating the powerful synergy between reality television and social media platforms.
Popular Actors
Actors who captivated audiences with their performances were highly regarded. Yoshizawa Ryo, known for his compelling role in the film ‘Kokuhou,’ secured the top position. Hashimoto Kanna, a familiar face from morning dramas, and Deguchi Natsuki, recognized for her nuanced acting, maintained strong positions in the rankings.
Popular Idols
Japanese idol groups dominated the top three spots, highlighting their strong cultural presence. KAWAII LAB. produced groups like ‘FRUITS ZIPPER’ and ‘CUTIE STREET,’ along with Sashihara Rino-produced ‘=LOVE,’ demonstrated significant momentum and fan engagement.
Popular Artists
Mrs. GREEN APPLE continued its reign as the ‘face of Z-generation music,’ securing the top spot for the second consecutive time since late 2023. Kenshi Yonezu and HANA also maintained strong popularity, with MON7A notably ranking in both the ‘TikToker’ and ‘Artist’ categories.
Popular Songs
The theme song for ‘Chainsaw Man: Reze Arc,’ ‘IRIS OUT,’ topped the music charts, indicating a strong preference for songs with impactful lyrics and world-building. Idol songs popular on short video platforms, such as ‘Oyasumi Taxi’ and ‘Blue Jeans,’ also continued to feature prominently.
2026 First Half Next Trend Forecast: Glimpses into the Future of Kawaii
Looking ahead to the first half of 2026, the Z Research Institute’s forecast reveals a fascinating mix of niche interests, nostalgic resurfacings, and new cultural phenomena. This forward-looking perspective offers insights into the evolving landscape of ‘kawaii’ (cute) culture and its potential global reach.
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Sana-katsu: This portmanteau of ‘Sanae’ (referring to Prime Minister Sanae Takaichi) and ‘katsu’ (short for ‘katsudo,’ meaning activity) describes a ‘fandom activity’ (oshi-katsu) where young people emulate the Prime Minister’s lifestyle and favorite items, like her pink ballpoint pen. It showcases how even political figures can become objects of ‘kawaii’ admiration and trend-setting.
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Knitting: A resurgence of traditional crafts, with many engaging in knitting ‘amigurumi’ (knitted or crocheted stuffed toys). This trend points to a desire for mindful, creative, and tangible hobbies.
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Yoajeon: A new customizable food trend, similar to Mala Tang, gaining popularity in Shin-Okubo, Tokyo’s Korean town, and celebrated for its diverse customization options.
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Monchhichi: A nostalgic toy character from the 1970s, ‘Monchhichi’ is experiencing a significant re-emergence, particularly through unboxing videos on TikTok. This highlights the cyclical nature of trends and the enduring appeal of retro ‘kawaii.’
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Tomodachi Collection: Wakuwaku Seikatsu: The anticipated release of this life simulation game, a new installment in the ‘Tomodachi Collection’ series, is expected to be a major hit, especially with its expanded customization options for hairstyles and interiors.
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Skullpanda: A popular character figure known for its unique, somewhat edgy yet undeniably cute design, ‘Skullpanda’ is predicted to continue its ascent in the character goods market.
These forecasted trends suggest a future where personal expression through customization, the comfort of nostalgia, and the charm of unique characters will continue to shape and redefine ‘kawaii’ culture, potentially inspiring global fashion, lifestyle, and entertainment choices.
About Z Research Institute
The Z Research Institute is Japan’s first think tank dedicated to studying ‘Generation Z.’ It aims to be the premier marketing partner for all companies targeting Generation Z, offering research reports, expert knowledge, and creative plan proposals. The institute seeks to provide a one-stop solution for communication design between companies and consumers.
For more information on Z Research Institute:
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Official note account: https://note.com/zet_tokyo
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Official Twitter account: https://twitter.com/Zsouken
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Official Website: https://www.zet.tokyo/
