Christmas Wishes: The Allure of Aspiration
When it comes to Christmas presents, the survey, conducted via Instagram Stories among current high school girls, highlighted a clear preference for tangible items over liquid cash. Rather than the freedom of money, these young women desired “form-retaining items” and “things directly linked to self-improvement.”
The top three desired gifts were:
- ReFa (a high-end beauty device)
- Necklaces
- Curling irons
High-value beauty appliances like ReFa and curling irons, which might be difficult to purchase themselves, ranked highly, reflecting a strong desire for “self-care” and “glowing up.” Even classic jewelry like necklaces held a prominent spot, suggesting a blend of practicality and aspirational desire. Interestingly, “cash” landed in 7th place, and “book cards” in 8th, indicating that for Christmas, the emphasis is less on utility and more on the special feeling and lasting memory of a gift.
Looking at the genres, the focus on appearance was undeniable.
Nearly half of the gifts received fell into categories related to personal aesthetics:
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Fashion/Accessories: 27%
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Hair: 22%
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Cosmetics: 11%
These figures underscore how essential beauty-related items are for self-expression and staying on-trend among this demographic.
New Year’s Otoshidama: The Prudent Planner
In stark contrast to their Christmas desires, the approach to New Year’s “Otoshidama” (a traditional cash gift from elders) revealed a remarkably shrewd and planned financial mindset. When managing their own funds, JKs showed a strong leaning towards “experiences” and “future investments” rather than physical goods.
The top uses for Otoshidama were:
- Cosmetics
- Savings
- Oshi-katsu (fandom activities, like buying merchandise or attending events for their favorite idols or characters)
Cosmetics topped the list, suggesting that these are seen as accessible self-investment tools for preparing for a new semester or reinventing their look. The prominence of “savings” in second place is particularly striking. This isn’t just about hoarding money; many JKs plan to use these savings for significant future goals, such as “high school debut funds” or larger purchases, showcasing a thoughtful, long-term perspective.
The Realities of Their Wallets: Smart Balancing Act
So, how much Otoshidama do these financially savvy students typically receive? The survey found that the majority (43%) received between 30,000 to 40,000 yen (roughly $200-$270 USD).
This amount appears to be a sweet spot, allowing them to:
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Purchase desired items
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Enjoy experiences with friends
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Allocate the remainder to savings
This balanced approach highlights their ability to wisely manage their resources, extracting both immediate enjoyment and long-term security from their funds.
Gen Z’s Two-Pronged Approach to Consumption
This survey paints a vivid picture of a generation that is anything but frivolous. Japanese high school girls demonstrate a sophisticated understanding of value, adapting their spending strategies based on the source and purpose of the funds.
For these young women, the allure of a coveted beauty gadget like ReFa, gifted by someone else, sparkles brighter than plain cash, while their own earnings are meticulously planned for future growth. They are “smart spenders” who balance present desires with future aspirations, recognizing that different situations call for different financial mindsets. This hybrid approach to consumption—leveraging external support for aspirational “glow-up” items and self-funding for personal growth and future stability—is a powerful insight into the evolving landscape of youth culture and consumer behavior. As Kawaii culture continues to influence global trends, understanding these nuanced financial attitudes will be crucial for brands and marketers worldwide.
About Girls’ High School Lab
The Girls’ High School Lab, operated by with t Inc., functions as both a media outlet and a think tank dedicated to identifying and analyzing the “latest trends” among high school girls. With a network of approximately 500 high school students nationwide, it serves as a platform for collecting and disseminating real trends and insights from Gen Z. The lab enables companies to utilize the genuine voices of high school girls for marketing strategies, product development, and UI/UX improvements by having members experience products and services directly.
Stay updated with their trends:
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Instagram: https://www.instagram.com/jk_labo_/
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TikTok: https://www.tiktok.com/@jk_labo_
For more information about with t Inc., please visit their official website: http://with-t.co.jp/
