Decoding 2025: What Japanese High School Girls Are Loving
Japanese high school girls, known as “JKs,” are at the forefront of setting trends that often ripple across the nation and sometimes even globally. “Seventeen,” a leading teen media outlet from Shueisha, has once again captured the pulse of this dynamic demographic with its second annual “JK Trend Award 2025.” Based on a nationwide survey conducted from September 8 to September 21, 2025, the award highlights the year’s most talked-about phenomena, offering a fascinating glimpse into their vibrant world.
A Blend of Nostalgia, Global Influences, and Local Charms
The “JK Trend Award 2025” reveals a captivating mix of trends, reflecting JKs’ diverse interests. Many categories saw a resurgence of Heisei-era (1989-2019) nostalgic items, indicating a cyclical nature of youth culture where past fads are rediscovered and given a fresh spin. For instance, “Sticker Swaps” topped the list for popular games, reminiscent of analog communication, while “Tanned Hello Kitty” became the favorite character, showing a playful twist on a classic icon. “Drawstring Backpacks” were the most popular school bags, and “Italian Charms” were the go-to handmade accessories, further solidifying the revival of retro elements.
However, this nostalgic wave is beautifully intertwined with contemporary global and local influences. Korean trends continue to dominate the fashion and beauty scenes, with “Wishcore” emerging as the most popular fashion style and the Korean brand “fwee” leading in popular cosmetics. This indicates JKs’ ongoing strong connection to South Korean pop culture and aesthetics.
Intriguingly, there’s also a rising appreciation for traditional Japanese culture. Jindaiji Temple, a historic site known for its serene beauty and soba noodles, was the most noticed natural spot among JKs. Furthermore, Shuichi Yoshida’s novel Kokuho (National Treasure), which delves into the world of Kabuki, was the most-read book, suggesting a fresh curiosity towards Japan’s rich heritage.
Personal Expression and Community Drive Trends
Beyond specific items, the award highlights underlying themes of personal expression and community. “Bag Deco” (decorating bags) was a popular activity, allowing JKs to personalize their belongings, much like customizing accessories or school bags. This desire for individuality also extends to collective experiences, such as the “Naruto Dance” topping the TikTok trend, showcasing how JKs find joy in shared, creative expression. The popularity of “Ear Acupressure Jewelry” as a beauty item and “Labubu” as a hard-to-get collectible also speaks to a desire for unique, self-care oriented or exclusive items.
Reiko Narumi, editor-in-chief of “Seventeen,” observed this blend of influences: “The detailed category-specific No. 1 trends chosen by high school girls offer insights into their current interests. The continued popularity of Heisei-era keywords like ‘Sticker Swaps’ and ‘Tanned Hello Kitty’ is remarkable. Alongside this, we see a strong trend of enjoying self-expression through customizing accessories and decorating bags. Meanwhile, Korean trends like ‘Wishcore’ and ‘fwee’ remain strong in fashion and beauty. What’s also striking is the fresh interest in Japanese culture, as seen with Jindaiji Temple and the novel Kokuho.”
Dive Deeper into JK Culture
For those eager to explore the full spectrum of JK trends, the “Seventeen” 2025 Winter issue, released on December 1 (Monday), offers a comprehensive look. In addition to the “JK Trend Award,” the issue features other insightful rankings, including the “JK Best Cosmetics Award,” “JK Stationery Award,” and the “JK Gummy Ranking,” providing a detailed snapshot of the items that captured JKs’ hearts this year.
Seventeen 2025 Winter Issue details:
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Title: “Seventeen” 2025 Winter Issue
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Cover Models: Maho Oguni, Yuna Takahira, Rui Tsukishima (all Seventeen models)
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Release Date: December 1, 2025 (Monday)
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Price: 790 yen (10% tax included)
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Publisher: Shueisha
“Seventeen” is a teen media platform launched in 1968, dedicated to delivering vibrant and relevant information on fashion, beauty, love, and life advice to junior and senior high school girls. It fosters a two-way communication space through its exclusive models, talents, readers, and influencers across its web and social media channels.
Explore more about “Seventeen” and stay updated on the latest trends:
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Official Website: Seventeen-Web
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TikTok: @seventeenjp_mag
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Instagram: @seventeenjp_mag
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X: @SeventeenJP_mag
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YouTube: @SeventeenSTchannel
The Future of Kawaii Culture
The “JK Trend Award 2025” underscores how Kawaii culture remains a powerful force, constantly evolving by embracing both its past and global influences while nurturing a distinct Japanese identity. The blend of nostalgic items, cutting-edge Korean beauty, and a renewed interest in traditional Japanese aesthetics indicates a sophisticated and multifaceted approach to what is considered ‘cute’ or ‘cool.’ As these trends continue to be shared and reinterpreted online, they will undoubtedly shape the future of Kawaii culture, influencing not only Japan but also captivating audiences worldwide who seek to understand and partake in this unique cultural phenomenon.
