Unveiling Z-Gen’s Heartbeat: Simeji Presents the 2025 Trend Awards

Decoding Z-Gen’s Year: From Viral Phrases to Emoticon Nuances

The keyboard app Simeji, a platform with over 70 million downloads and a primary user base among Gen Z (aged 13-28 in 2025), has announced the results of its “Simeji presents Z-Gen Trend Awards 2025.” This comprehensive survey of 6,779 young individuals illuminates the year’s most impactful trends, showcasing the dynamic and often surprising elements that shaped their daily lives and communication.

At the forefront of the awards, the phrase “Biju Ii Jan” claimed both the Annual Trend Grand Prize and the Koto (Phrase) Grand Prize. Hirona Nagahama was recognized with the Hito (Person) Grand Prize, while the character LABUBU secured the Mono (Item) Grand Prize. The Kaomoji (Emoticon) Grand Prize went to “( ߹꒳߹ ),” reflecting the intricate emotional landscape of digital interactions.

“Biju Ii Jan”: The Anthem of Self-Affirmation

The phrase “Biju Ii Jan” (meaning, roughly, “Your visuals are good, aren’t they?”) emerged from the song ‘Ii Jan’ by the male vocal dance unit M!LK. Its catchy chorus, “Kyo Biju Ii Jan~♪” (Your visuals are good today~♪), coupled with an easy-to-mimic dance, exploded across TikTok, accumulating over 930,000 posts. Gen Z embraced it as a versatile expression, from dance videos to fan edits and sound bites.

This trend highlights a prevalent desire for positive affirmation among young people. Comments from respondents included, “It’s a god-tier song that affirms all humanity” and “My friends and I often say it to each other.” The phrase symbolizes how songs, dances, and daily conversations intertwine to create a unique cultural phenomenon for Gen Z.

Hirona Nagahama: The Queen of Viral Quotations

Hirona Nagahama, affectionately known as “Ohinasama,” captivated audiences through her appearances on the reality dating show ‘Kyo, Suki ni Narimashita.’ Her distinctive phrases, dubbed “Ohinasama language”—such as “Hina? Yay!” and “Two boys in my hands!”—became instant memes and viral video snippets across social media. Her blend of cuteness and powerful personality resonated deeply, with many noting, “Even if you haven’t watched ‘Kyo Suki,’ you know her,” and “Her famous lines are so catchy, you want to imitate them.”

LABUBU: The Ugly-Cute Phenomenon

The Mono (Item) Grand Prize went to LABUBU, a character from the art toy brand POPMART. Its popularity surged after international artists like BLACKPINK’s Lisa and various influencers were seen attaching it to their bags. This trend was further fueled by Japan’s “nuikatsu” (plushie activities) culture, where displaying plush toys on school bags and tote bags became a popular form of self-expression. Known for its “busakawa” (ugly-cute) appeal, LABUBU became a highly sought-after item, with many remarking, “Everyone was scrambling to find one” and “It was so popular I couldn’t buy it.” Its scarcity only added to its allure, making it a truly global sensation.

Emoticons: The Subtle Art of Z-Gen Communication

The Kaomoji Grand Prize was awarded to “( ߹꒳߹ ),” with another crying emoticon, “ᐢᵒ̴̶̷̥́ ̮ ᵒ̴̶̷̥́ ᐢ₎ぅʓぅʓ,” ranking second. While seemingly negative, these tearful expressions serve a unique purpose for Gen Z: to softly convey complex emotions beyond mere sadness, including joy, gratitude, and bewilderment. One user commented, “( ߹꒳߹ ) can be used anytime,” highlighting its versatility.

Interestingly, the seemingly simple emoticon “^^,” often associated with older generations’ positive expressions, has undergone a transformation. For Gen Z, it can denote sarcasm, awkwardness, or even veiled irritation, as in “This is awkward ^^”. Another trending emoticon, “ᯣ_ᯣ,” appears cute but is often used to express underlying despair or resignation, creating a “gap-style emotional performance.” These trends demonstrate Gen Z’s sophisticated use of emoticons as tools to soften communication and prevent misinterpretation in text-based interactions, choosing gentler ways to express themselves.

Broader Trends: Words, AI, and Cultural Shifts

Z-Gen’s verbal trends are characterized by phrases from music and shows seamlessly integrating into daily conversation. Beyond “Biju Ii Jan,” terms like “Eho Eho” (from an owl video) and “Ima Kore” (from TikTok dances) are used to playfully interact. Simeji supports this by offering full-sentence conversions for these viral phrases.

Artificial Intelligence (AI) has also become a significant part of Z-Gen’s daily life, with a survey indicating a doubling of AI usage compared to the previous year, with about 80% of university students using it. ChatGPT’s affectionate nickname, “Chappy,” even made it into the rankings, signifying AI’s integration as a “life partner” for problem-solving, studying, and even entertainment. Simeji itself incorporates advanced AI like ChatGPT 5 and Gemini 3 to enhance the typing experience with features like text generation and tone adjustment.

Trending Highlights Across Categories

Here’s a glimpse into the top trends that captivated Gen Z in various categories:

Buzzworthy Artists & Songs 2025

1. M!LK『Ii Jan』: A viral hit that became a daily compliment and even a school event staple.
2. Mrs. GREEN APPLE『Lilac』: A long-running hit, popular for dance videos and its compatibility with the “Ima Kore” trend.
3. Yoshimoto Ojisan (feat. Ui)『Ohenji Mada Kana💦❓Oji-san Komun😁❗』: A highly addictive song that turned “Oji-san Komun” (middle-aged man’s phrasing) into a comedic viral sensation.

Buzzworthy Talents 2025

1. Mayurika: Their self-composed musical phrase “Oira ga Iku Shika Nee Na” (Only I can go!) became a massive TikTok meme, sung everywhere from schools to workplaces.
2. Hirotaka Hara (timelesz): Gained rapid recognition through the ‘timelesz project’ audition and subsequent variety show appearances.
3. Kazuya Ohashi (Naniwa Danshi): Highly rated for his presence in dramas, films, commercials, and variety shows.

Buzzworthy Influencers/Creators 2025

1. Hirona Nagahama: Her appearance on ‘Kyo, Suki ni Narimashita. Halong Bay Arc’ and subsequent viral quotes made her an icon.
2. MON7A (Monta): Rose to fame after ‘Kyo, Suki ni Narimashita. Halong Bay Arc,’ with his song ‘Oyasumi Taxi’ and short videos creating a dedicated “Monta community.”
3. Noa: Gained widespread recognition through ‘Kyo, Suki ni Narimashita. Graduation Arc,’ becoming a naturally visible presence across social media.

Buzzworthy Gourmet 2025

1. Mala Tang: The customizable Chinese Sichuan dish gained immense popularity through SNS and mukbang videos, leading to long queues and “home Mala Tang” recipes.
2. Motchurin: This dessert sparked a frenzy, with immediate sell-outs and viral homemade recipes.
3. Dubai Choco: Pistachio and kadaif wrapped in chocolate, this Dubai-born sweet became a global sensation thanks to ASMR videos and its satisfying crunch.

Buzzworthy Items 2025

1. Sticker books: A nostalgic item that saw a resurgence, fueled by “Bonbon Drop Stickers,” leading to intergenerational sticker exchanges.
2. Nintendo Switch 2: The highly anticipated console caused a stir with its lottery sales, becoming a must-have item beyond just gaming enthusiasts.
3. Mejirushi Accessories: Small charms for bags, umbrellas, and smartphones, popular for “decorating with your favorite character” (Oshi-Deco).

Buzzworthy Characters 2025

1. LABUBU: The POPMART art toy, whose “ugly-cute” charm captivated Gen Z and became a global fashion statement.
2. Myakku-Myakku: The official character of the Osaka-Kansai Expo. Initially controversial, its widespread merchandise and collaborations transformed it into a beloved, “push-worthy” character.
3. Puppet Sunsun: Gained a following through YouTube and SNS for its relaxed demeanor and plushie-like appearance, integrating into daily communication via LINE stickers.

Notable News 2025

1. ‘Demon Slayer’ Box Office Exceeds 30 Billion Yen: Praised for its high-quality battles, animation, and music, the film’s success was a major topic.
2. First Female Party Leader Elected: A historic moment that sparked surprise and hope for change in Japan, raising youth interest in politics.
3. Arashi Announces Tour and Hiatus: A bittersweet announcement that evoked mixed feelings of joy and loss across generations.

The Future of Kawaii Culture: Z-Gen’s Innovative Spirit

These trends paint a vivid picture of Gen Z’s innovative spirit, particularly in communication and self-expression. They are not merely consumers of culture but active shapers, transforming phrases, characters, and even technology into tools for nuanced interaction. The rise of “ugly-cute” characters like LABUBU and the sophisticated use of emoticons for emotional depth demonstrate a desire for authenticity and gentle connection in an increasingly digital world. As Gen Z continues to evolve, their approach to trends will undoubtedly shape the future of Kawaii culture, emphasizing creativity, individuality, and empathetic communication on a global scale.