“Awkward” is Not to be Avoided, But Enjoyed
Imagine walking into a casual pub only to find yourself in the middle of its 10th-anniversary celebration, or discovering your boss is camping right next to you. These are the subtly uncomfortable, yet universally relatable, scenarios that Japanese Gen Z are actively seeking out in their entertainment. A recent analysis by Z-SOZOKEN (Z Generation Creativity Research Institute), operated by Fiom LLC, dives deep into this phenomenon, revealing that 51% of Gen Z viewers are drawn to “awkward content” primarily for empathy, not just humor.
This insight comes from the second installment of Z-SOZOKEN’s research report, “The Z Generation’s Sense of Awkwardness.” Conducted by Gen Z researchers themselves, the study surveyed approximately 300 individuals aged 18-24 to understand the nature of awkwardness in their interpersonal relationships and its psychological role in communication.
The Rise of “Awkward Content” on YouTube and TikTok
The report’s ninth chapter specifically investigates the booming popularity of “awkward content” on platforms like YouTube and TikTok. These videos, often featuring comedians like Rainbow and Jarujaru, meticulously recreate those “subtle pauses” and “uncomfortable atmospheres” that are hard to describe in words. The appeal isn’t in grand spectacle, but in the hyper-realistic portrayal of everyday human awkwardness. For example, Rainbow’s sketch about an unexpected pub anniversary or Jarujaru’s skit about encountering a boss during a solo camping trip resonate deeply.
Empathy Over Laughter: The Core Motivation
The key finding of the survey is the overwhelming preference for empathy. When asked why they watch and enjoy “awkward content,” “Because I can empathize” (51%) significantly outranked “Because it’s funny” (38%). This suggests that for Gen Z, these videos serve as a tool for validation and catharsis, providing a comforting realization that they are not alone in experiencing such feelings. It’s less about laughing at the awkwardness and more about a collective “I get it!” moment.
Common characteristics of these viral videos include:
-
“Aru-aru” (Relatability): 56% of respondents cited “many common scenarios” (あるあるネタが多い) as a key feature.
-
“I Get It!” Factor: 35% mentioned the desire to say “I get it!” (「わかる」と言いたくなる) while watching.
These insights highlight how high-resolution portrayals of fleeting glances, silent moments, and the general “vibe”—elements that static images or text cannot convey—are crucial for generating strong empathy. Preferred content formats include “sketch comedy” (37%) and “re-enactment dramas/experience-based stories” (34%), indicating a preference for narrative immersion.
An Expert’s Perspective
Yohei Takeshita, Director of Z-SOZOKEN and CEO of Fiom LLC, comments on this trend:
“Why do ‘videos that make you cringe’ capture the hearts of Gen Z so much? The answer, as the data shows, is that they seek ’empathy’ more than ‘laughter.’ We spend our days reading the room and stressing about not making mistakes. When we see a protagonist in a video falling into a grandly awkward situation, we gain a strong sense of affirmation and relief, thinking, ‘I’m not the only one,’ or ‘This kind of thing happens.’ The reason why skits by Rainbow and Jarujaru are supported is not just because they are funny. It’s because they reproduce, with astonishing resolution, those spine-chilling ‘few seconds of silence’ or ‘awkward air where you don’t know where to look’ that everyone has experienced at least once. The painful memory of ‘awkwardness’ becomes ‘entertainment’ that can be laughed off when viewed objectively as content. This is Gen Z’s way of coping with stress, and why we loop ‘awkward videos’ over and over again.”
What This Means for the Future
This trend signifies a shift in entertainment consumption, where shared vulnerability and emotional resonance take precedence. For global readers interested in Japanese youth culture, understanding this phenomenon is key to grasping how Gen Z navigates social anxieties and turns them into a collective, comforting experience. This transformation of potentially negative emotions into positive, relatable content could influence marketing and communication strategies targeting younger generations worldwide, fostering deeper connections through authentic, shared experiences rather than idealized portrayals.
For those interested in delving deeper, Z-SOZOKEN offers a full 52-page research report on “The Z Generation’s Sense of Awkwardness” available for download. Additionally, a special online lecture, “What is ‘Awkwardness’ that Resonates with Gen Z? ~Thoroughly Dissecting the Z Generation’s Sense of Awkwardness~,” will be held on December 9, 2025, offering a detailed analysis and practical applications for marketing.
-
Download the full report: https://z-sozoken.studio.site/report-02/download
-
Z-SOZOKEN ACADEMY Special Lecture Details:
-
Title: “What is ‘Awkwardness’ that Resonates with Gen Z? ~Thoroughly Dissecting the Z Generation’s Sense of Awkwardness~”
-
Date: Tuesday, December 9, 2025, 19:00-21:00 JST
-
Format: Online (Zoom Webinar)
-
Participation Fee: 11,000 JPY (tax included) -> Free for first-time attendees
-
This research highlights how Gen Z is not just consuming media, but actively seeking out content that mirrors their internal experiences, transforming the universally uncomfortable into a source of connection and emotional relief. This unique approach to entertainment offers valuable lessons for understanding contemporary youth culture, both in Japan and beyond.
