Gadget Division: Apple’s Creative Ecosystem Reigns Supreme
In the ever-evolving world of technology, Apple clinched the top spot, lauded for its indispensable role in creativity and daily life. Users expressed deep trust and empathy for the brand, highlighting how products like the “iPad mini,” “MacBook Air,” “Apple Watch,” “AirPods Pro,” and the latest “iPhone 17” have become extensions of their personal and professional selves. The narratives often detail not just the device’s capabilities, but its integration into a lifestyle, fostering a sense of empowerment.
Following Apple, Anker secured second place, praised for its optimal balance of price, functionality, and ease of use. Products like the “Anker Soundcore” series and “Anker Power Bank” were frequently mentioned for their reliability and convenience, acting as quiet enablers of modern mobile life. Amazon, at third, made its mark through accessible devices such as the “Amazon Fire TV Stick” and “Kindle Paperwhite,” often adopted during major sales events like Prime Day, transforming homes into smarter, more entertained spaces.
Here are some of the compelling stories shared by note users:
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“The small can do the work of the large. My thoughts after 3 months of using iPad mini 7 (A17 Pro)” – murasaki
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“My first 2 months with Apple Watch” – akaya
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“Anker Soundcore P40i is perfect as a ‘travel companion’ | All-purpose earphones usable for online meetings” – Sara
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“My beloved item #1 | My reading experience changed! Kindle Paperwhite” – gonshi
Lifestyle Division: Muji’s Comforting Presence Endures
In the Lifestyle Division, Muji, a brand synonymous with minimalist design and quality, took the coveted first place. Its appeal lies in its ability to blend seamlessly into daily life, offering products that are not just functional but foster a deep sense of attachment and trust. From stationery that organizes thoughts to skincare that nurtures the skin, and kitchenware that supports daily meals, Muji’s presence is felt across all facets of life.
KOKUYO secured second place, celebrated for its stationery that enhances the comfort of both writers and readers. Innovative items like the “Soft Ring Notebook” and the “Book Weight” (本に寄りそう文鎮, literally ‘book weight that snuggles up to books’ – a charming Japanese nuance for an item that holds pages open) are hailed as essentials for study and creative work. Mont-bell, known for its outdoor gear, surprisingly landed in third, with its highly functional yet minimalist designs appealing to both indoor and outdoor enthusiasts. Its lightweight umbrellas for scorching summers, comfortable “Geoline” innerwear, and high-spec wallets are trusted companions for urban living, transcending traditional boundaries.
Engaging stories from note users include:
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“Muji’s beloved items / Best buys for daily life” – Toto
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“My favorite study tools I’ve been using recently” – chan
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“[Bought it, loved it] The ultra-light Mont-bell umbrella was the only choice to survive the intense summer!” – Shukugawa Note
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“Mont-bell dramatically improved the QOL of this indoor person who doesn’t climb mountains” – Kika
2025’s Trending Products: Beyond the Rankings
Beyond the leading brands, several individual products captured public attention and sparked vibrant discussions on note in 2025. The “Nintendo Switch 2,” for example, sold 3.5 million units worldwide in just four days, becoming a phenomenon where the act of acquiring the console itself became a shared narrative, a story of joy and connection among families and friends. Similarly, the traditional Japanese “seiro” (steam basket) emerged as a symbol of the year’s food trend, with users, even those less adept at cooking, sharing how it brought a touch of richness and mindfulness to their meal times.
Another significant trend was the rise of “recovery wear” and “Shakti mats,” nominated for the year’s buzzword awards. These items, promoting fatigue recovery during sleep, were embraced as an “investment in sleep,” with users eagerly recounting their purchase experiences and the tangible changes they felt the next morning.
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“The joy of getting my hands on it, so happy I wanted to high-five strangers” – Shota Ikeda
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“My small revolution as someone who’s not good at cooking. I started my seiro life” – Mi@Ouchi to Watashi
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“What I bought recently and loved Part 2 ― The change in sleep I felt with TENTIAL’s ‘BAKUNE'” – Guanciale
The Resonance of Real Voices on note
This comprehensive “Best Buy Brand Ranking 2025” was compiled by analyzing 19,657 posts tagged with “#買ってよかったもの” (What I bought and loved) on note, submitted between January 1 and November 30, 2025. The analysis utilized a Large Language Model (LLM) to extract brand and product names, then ranked them based on a composite evaluation of post count, contributor count, page views, and word count. These genuine, unadulterated user experiences, rich with personal insights into “why I chose it” and “how my life changed,” serve as an invaluable resource for companies and brands seeking to understand consumer sentiment and foster meaningful connections.
“The sheer volume of heartfelt stories on note offers a unique window into the consumer psyche,” one analyst might observe. “It’s not just about what they buy, but the deeper aspirations and lifestyle shifts those purchases represent. This kind of authentic feedback is golden for brands looking to truly resonate.”
For a deeper dive into the full report, including all ranking results and featured articles, you can visit:
Shaping the Future of Kawaii Lifestyle
The trends unveiled in this ranking paint a vivid picture of a consumer landscape increasingly valuing personal enrichment, authentic experiences, and products that align with individual identity. This shift from mere consumption to conscious curation of one’s environment and self is deeply intertwined with the evolving concept of ‘Kawaii’ – not just as cute aesthetics, but as a lifestyle philosophy that prioritizes comfort, joy, and emotional connection. As more people worldwide embrace this nuanced view of Kawaii, we can expect to see brands, both global and Japanese, continue to innovate with products that don’t just serve a function, but tell a story and enhance the very fabric of our lives, creating a more personalized and emotionally resonant global marketplace.
