Snow Man Sweeps Japan’s 2025 Fashion Rankings: The Rise of ‘Emotion-Driven’ Style

The Dawn of Emotion-Driven Marketing

In 2025, the impact of fashion has become less about the brand itself and more about the individual whose style resonates deeply with consumers. This “person-driven” consumption is fueled by celebrity social media posts, appearances in everyday settings, and consistent media exposure, creating a strong sense of empathy and connection. This phenomenon signifies that celebrities and talents are no longer merely media personalities; they have evolved into fashion media platforms themselves. Korecow refers to this as “Emotion Driven Marketing (EDM),” where the emotional connection to a personality sparks immediate search demand and purchasing intent.

Male Celebrity Ranking: Snow Man’s Unprecedented Dominance

The male celebrity ranking saw an extraordinary sweep by the idol group Snow Man, with all nine members securing spots within the top 10. This showcases the immense combined power of the group’s broad exposure and the individual popularity of its members in the fashion market. At the forefront, Sakuma Daisuke clinched the top spot for the third consecutive year, solidifying his status as a definitive fashion icon. His unique blend of individuality and trend-awareness, coupled with prolific SNS activity and regular appearances on shows like ‘Love It!’, consistently drives search demand for his outfits.

Fans eagerly follow his style, with items like his “GLOBE TROTTER” shoulder bag and “Acne Studios” knit, alongside luxury bags and watches, garnering significant attention. “Sakuma-kun’s style is always on point! He makes every outfit his own,” exclaimed one fan, echoing the sentiment of many.

Mukai Koji, known for his keen fashion sense, ranked second. His personal style, often showcased on social media, inspires many. Notably, a “ZARA” cardigan he wore on ‘Sore Snow Man ni Yarasete Kudasai’ and his beloved mug shared on Instagram became instant hits. Meguro Ren, a multi-talented artist, secured third place. His diverse media appearances, from sharp suits in film promotions to relaxed casual wear in commercials, consistently capture attention. A navy knit he wore in a Snow Man YouTube video particularly resonated with fans, who embraced it as a unisex item for matching purchases.

Female Celebrity Ranking: Koizumi Kyoko’s Enduring Appeal

In the female celebrity category, veteran actress Koizumi Kyoko claimed the top position, driven by her starring role in the drama ‘Zoku Zoku Saigo Kara Nibanme no Koi’. Her character’s “effortless chic” – a blend of professional sharpness and relaxed elegance – resonated deeply with adult women, offering a blueprint for sophisticated yet approachable style. Her natural presence and enduring charm continue to make her a fashion icon.

Kawaguchi Haruna, consistently popular, ranked second with her role in ‘Ensemble’. Her portrayal of a calm and intelligent lawyer showcased refined minimalist office wear, while her off-duty looks also garnered significant interest. A “REVOMAX” water bottle she used became a popular item due for its practical and stylish design. Tabe Mikako, in third place, captivated audiences with her role as a busy mother in ‘Taigan no Kaji’. Her practical yet charming casual styles, incorporating soft colors and easy-to-wear items like “SHIPS” patchwork denim pants and a “ZARA” heart-quilted jacket, were widely emulated by fans seeking “real-buy” fashion.

Program and Media Ranking: The Power of Real-time Connection

The program ranking underscores the shift towards real-time information dissemination, with social media platforms dominating. Instagram secured the top spot, followed by the drama ‘Zoku Zoku Saigo Kara Nibanme no Koi’, YouTube, and X (formerly Twitter). Snow Man’s influence was evident across multiple platforms, with Sakuma Daisuke’s Instagram and X posts driving searches, and the official Snow Man YouTube channel consistently drawing attention to their outfits. Variety shows like ‘Love It!’ and ‘Sore Snow Man ni Yarasete Kudasai’ also significantly boosted outfit popularity, demonstrating the direct link between celebrity exposure and fashion engagement. The enduring cultural impact of dramas was also highlighted by the 25th-anniversary reproduction of the “A BATHING APE®” leather classic down jacket, famously worn by Takuya Kimura in the 2001 drama ‘HERO’, proving that television can create long-lasting fashion legacies.

Brand Ranking: Celebrity Influence Fuels Surprising Jumps

The brand ranking saw established luxury brands maintain their appeal while some brands made remarkable leaps. “MAISON SPECIAL” climbed to first place, consistently generating buzz through celebrity wear across dramas, variety shows, and social media. Their edgy, mode-casual designs, such as the asymmetrical cocoon pants worn by Kawaguchi Haruna in ‘Ensemble’ and the floral cardigan by Sakuma Daisuke on ‘Love It!’, proved highly popular.

One of the biggest surprises was “CHROME HEARTS,” which surged from 112th place last year to second. This dramatic rise was largely attributed to celebrity endorsements, particularly Sakuma Daisuke’s Instagram posts featuring their checked jacket, jewelry, wallets, and cut-and-sew items. The brand’s unique presence, coupled with its adoption by other notable figures like Seiya Suezawa (Aぇ! group) and Ryosuke Yamada (Hey! Say! JUMP), exemplifies “talent-driven growth” where celebrity wear ignites widespread interest and purchase intent. “HERMES” also entered the top three, climbing from 11th place. While a timeless luxury brand, its increased popularity among male celebrities, including Sakuma Daisuke, Shota Watanabe, and Koji Mukai of Snow Man, indicates a broadening appeal beyond traditional female demographics.

Korecow: Unlocking the Data Behind Emotional Consumption

Korecow, a fashion media platform (https://www.korecow.jp/), leverages a unique data collection system to analyze celebrity-worn items, amassing approximately 27,000 content pieces in 2025 and reaching 11 million unique users. By integrating data from their online showroom “STYLIA” (https://stylia.korecow.jp/about/), Korecow can visualize precisely “who, at what moment, and wearing what item, generates search demand.” This invaluable data allows for real-time trend analysis, strategic planning for drama-corporate tie-ups, and ROI verification for brand exposure.

The Future of Kawaii Culture: Authentic Connection as the New Currency

The 2025 rankings unequivocally demonstrate that personal connection and emotional resonance are now central to fashion consumption. This shift from brand-centric to person-centric influence is particularly significant for Kawaii culture, which thrives on authenticity and relatability. As Japanese idols and celebrities continue to garner global attention, their individual styles and the stories behind them will likely become powerful conduits for sharing Kawaii aesthetics abroad. The future of fashion, and indeed Kawaii culture, will be increasingly shaped by these genuine, person-driven narratives, inviting fans worldwide to connect with and emulate the styles of those who inspire them. This evolution, as highlighted by iEnt Inc. (https://ient.co.jp/), suggests a dynamic and emotionally rich future for fashion marketing.