The Reimagined Ohanami: From Endurance to Experience
The notion of “basho-tori,” the arduous early-morning ritual of securing a prime spot for cherry blossom viewing, or the extensive “kaidashi” (shopping for supplies), is now largely perceived as “kugyo” – a form of suffering without tangible return. Young adults are actively seeking ways to minimize the mental and financial costs associated with these events, opting for experiences that offer clear personal value.
Research by Reaplus Inc.’s “Youth Now!” insight marketing service, based on qualitative group discussions with Z-gen university students and young professionals, highlights this profound shift. The findings indicate a strong preference for “high record-value spaces,” where conditions are ideal for capturing memorable moments. This includes:
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Avoiding crowded areas for a more intimate experience.
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Ensuring the visual frame is free of “noise” (unwanted elements like other groups or litter).
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Achieving satisfaction in a short amount of time.
For these specific conditions, the Z-generation is willing to invest financially, such as reserving terrace seats, to guarantee a visually perfect and efficient experience. Ohanami is no longer solely about “gathering together” but has evolved into a “photography act” – a means to capture oneself within an aesthetically pleasing world view, creating shareable “assets” for social media.
This emphasis extends to “visual perfection” and “noise-free records.” The concept of “instantaneous spatial care” emerges, where even in uncontrollable outdoor environments, youth meticulously manage the immediate surroundings within their camera’s frame. This involves strategically excluding clutter and ensuring items are easy to procure and dispose of, all while avoiding physical discomfort like cold or stained clothing. Practicality reigns supreme, with cherry blossom-themed goods only appealing if they offer daily utility beyond their seasonal charm.
Beyond the Blossoms: A New Era for Welcome Parties
While the study’s excerpt focused heavily on Ohanami, the core insight extends to other seasonal events like welcome parties. The press release indicates a similar sentiment: “alcohol is not necessary.” This suggests a broader trend where the traditional elements of celebration are being re-evaluated through the lens of personal utility and efficiency. The focus shifts from obligatory participation to whether the experience genuinely benefits the individual.
Implications for Brands: From Emotion to Rational Design
For companies and brands, these insights are critical. The Z-generation is not swayed by purely emotional appeals like “it’s spring, so let’s celebrate” or “it’s a welcome party, so let’s get excited.” Instead, their motivation to participate hinges on two key factors:
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The extent to which negative costs (awkwardness, hassle, confinement) are eliminated.
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The clarity of what the experience offers them personally.
Designing seasonal events or products for young consumers requires a fundamental shift from “emotional appeal” to “rational design.” The objective is not merely to “do” the event but to ensure that participation is perceived as “worthwhile” by the attendees.
Reaplus Inc. CEO, Shion Matsumoto, encapsulates this shift:
“Observing the behavior of young people, I strongly feel that the era of acting on ‘vibe’ or ‘atmosphere’ is over. The Z-generation is not cold; rather, they are extremely rational, seriously considering how to spend their time, money, and emotions. For both Ohanami and welcome parties, instead of just continuing traditions, I believe companies and brands are now required to redesign these experiences from the perspective of ‘is this truly valuable for the participant?'”
Adapting to the Z-Generation’s New Values
Reaplus, through its “Youth Now!” service, offers specialized support to help brands understand and connect with the Z-generation. They emphasize that understanding “why” certain trends emerge and “how” they spread is crucial. Their services include quantitative and qualitative research, influencer interviews, group interviews, and one-stop marketing proposals.
This evolving mindset signals a future where traditional Japanese seasonal events might be less about large, boisterous gatherings and more about curated, personalized, and visually perfect micro-experiences. For “Kawaii culture” abroad, this could mean a shift towards more aesthetically refined, less overtly commercialized, and highly personalized ways of engaging with Japanese traditions, emphasizing individual experience and digital shareability. Brands looking to resonate with this demographic must adapt by offering clear value, convenience, and opportunities for authentic self-expression.
For more detailed insights and full reports, inquiries can be made via the Youth Now! website here. Additionally, companies facing challenges in engaging the Z-generation can seek a free marketing consultation here. Learn more about Reaplus Inc. and its services here and follow their insights on note.
