The “Selective Investment Rule”: Value Over Frugality
The qualitative survey, conducted by Reaplus Inc.’s next-generation insight marketing service “Youth Now!”, brought together university students and young professionals. It uncovered that Gen Z is keen to invest significant amounts in items that offer “certain value” which they can feel on a daily basis, even if it means spending tens of thousands of yen. Conversely, they tend to reject smaller expenses, such as a 3,000 yen drinking party, if the outcome or value is unclear, perceiving such outlays as a potential ‘loss.’
The survey, titled “Youth Now! Qualitative Survey: Gen Z’s New Lifestyle Consumption Behavior and Trend Insights,” was conducted on January 15, 2026, using a hybrid group discussion format. It delved into various aspects of Gen Z’s life, including home furnishings, beauty routines, savings, and side jobs, aiming to understand their definition of “certain value” and their selection criteria.
Optimizing Daily Life: Functionality Reigns Supreme
When it comes to furnishing their new living spaces, Gen Z prioritizes functional layouts that align with their daily routines over mere aesthetic design. Their investment is concentrated on areas where they spend the most time, such as:
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Desks and Chairs: Essential for remote work and online classes.
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Bed Areas: Focused on improving the quality of relaxation time.
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Kitchen Storage: Designed for time-saving efficiency to support continued home cooking.
Rather than seeking out “stylishness,” the deciding factor for purchases is whether an item can “reliably reduce daily stress.” This approach leads to interior choices that emphasize calm and order.
Survey findings highlight a strong desire for a “unified look” to eliminate visual noise and create a sense of spaciousness. “Hidden storage” is highly valued for its ability to minimize visible clutter, ensuring that even items like dressers are chosen for their high storage capacity rather than display features. Light, neutral tones like white, ivory, and light brown are preferred to reduce visual pressure, while multi-functional furniture helps maximize limited space.
Beauty Investments: A “Calm Selection” Based on Certainty
Gen Z exhibits a high level of beauty consciousness, yet their approach to beauty appliances is marked by a “calm selection” process. They make investment decisions based strictly on “practicality” and the “certainty of effect.” For items used daily, like hair dryers and straighteners, they are willing to spend tens of thousands of yen.
As one survey participant noted, “If I buy a good one for something I use every day, it feels cheap when I consider it per day.” This highlights a pragmatic, long-term view of value, where the cost is justified by consistent, tangible results and improvements to daily routine quality, such as time-saving and efficiency.
Conversely, there’s skepticism towards products like facial devices, for which the effectiveness is “not entirely trustworthy.” Many prefer manual massages or stretches, believing these are sufficient if solid evidence of a product’s value is lacking. Without clear, convincing evidence that justifies the cost, Gen Z keeps their wallets closed.
Implications for Brands: Evidence and Experience are Key
For companies targeting Gen Z, the survey’s implications are clear: “‘Cute’ alone is no longer enough; ‘evidence’ is essential for sales.” Emotional appeals are insufficient; numerical data, concrete evidence, and professional endorsements are crucial. The focus should shift from “how much profit can be gained” to “why this won’t be a failed purchase.”
Effective marketing strategies include:
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ROI Visualization: Showing cost per day or long-term benefits.
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Direct Comparisons: Benchmarking against salon treatments or other premium services.
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Pre-Experience Opportunities: Offering trials in hotels or gyms.
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Guarantees: Providing resale or buyback options to mitigate risk.
Reaplus Inc., through its “Youth Now!” service, offers specialized support for businesses aiming to understand and connect with the younger generation. They provide comprehensive solutions, from unique research methods like surveys, influencer interviews, and group interviews, to one-stop marketing strategy proposals and trend reports.
The Future of Kawaii: Beyond Aesthetics to Proven Value
The “selective investment rule” of Japan’s Gen Z signals a maturing consumer landscape. For “Kawaii culture” abroad, this trend suggests a future where aesthetic appeal must be coupled with demonstrable utility and reliability. Products that are merely cute may struggle to capture this discerning generation’s attention without also offering a clear, tangible value proposition. The evolution of “Kawaii” may lie in its ability to integrate functionality and proven quality, becoming a symbol of smart, value-driven consumption.
For more detailed insights and the full report, inquiries can be made via Youth Now!. Reaplus Inc. also offers free marketing consultations. You can learn more about Reaplus Inc. at their official website Reaplus or their note blog.
