BASE · Among Gen Z (15-29) | Response in % | Note: ↑ indicates the higher % of this group is statistically significant; same for all below
CROSS-MARKET · GEN ZCN · US · KR · JP
Trust it more
CN
28
US
41 ↑
KR
26
JP
16
Trust it less
CN
38
US
35
KR
45 ↑
JP
46 ↑
No change
CN
35 ↑
US
24
KR
29
JP
38 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
Trust it more
28
41 ↑
26
16
Trust it less
38
35
45 ↑
46 ↑
No change
35 ↑
24
29
38 ↑
Observations (from report)
US Gen Z shows the highest increase in trust (41%) – significantly higher than all other markets, suggesting either stronger platform engagement or successful rebuilding of trust after previous controversies.
Korea and Japan Gen Z are the most skeptical – 45% and 46% trust social media less, reflecting growing concerns about misinformation, algorithmic manipulation, or platform credibility in these markets.
China Gen Z shows the most balanced sentiment – roughly one-third in each category (28% more, 38% less, 35% no change), indicating divided opinions possibly shaped by diverse platform ecosystems and varying user experiences.
About 1 in 4 US Gen Z report no change, the lowest among all markets, suggesting more dynamic shifts in how young Americans engage with and perceive social platforms.
Q.02
Top Non-Negotiables Amid Rising Prices
What’s the one thing you still won’t compromise on, even if prices rise?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Fashion
CN
8
US
10
KR
12
JP
6
Beauty
CN
12 ↑
US
7
KR
10
JP
8
Food
CN
34 ↑
US
34 ↑
KR
27
JP
38 ↑
Tech / gadgets
CN
13
US
9
KR
6
JP
7
Experiences (travel, concerts, etc.)
CN
8
US
10
KR
14
JP
21↑
Healthcare
CN
17
US
20 ↑
KR
14
JP
15
Alcohol
CN
7
US
10 ↑
KR
17 ↑
JP
4
Raw data table
ALL MARKETS
China
US
Korea
Japan
Fashion
8
10
12
6
Beauty
12 ↑
7
10
8
Food
34 ↑
34 ↑
27
38 ↑
Tech / gadgets
13
9
6
7
Experiences (travel, concerts, etc.)
8
10
14
21↑
Healthcare
17
20 ↑
14
15
Alcohol
7
10 ↑
17 ↑
4
Observations (from report)
Food remains the universal baseline across all markets – 34% in China and US, 38% in Japan – reflecting its fundamental role as both necessity and comfort.
US Gen Z is significantly more protective of healthcare (20%) – nearly double Korea (14%) and higher than Japan (15%), highlighting the precarious nature of US healthcare access and its perceived value.
China Gen Z prioritizes beauty (12%) more than other markets – maintaining aesthetic investment even under economic pressure, consistent with cultural emphasis on appearance and self-presentation.
Japan Gen Z values experiences (21%) – the highest across all markets, suggesting that experiential consumption (travel, concerts) holds deep cultural and emotional significance.
Korea Gen Z holds firm on alcohol (17%) – significantly higher than all other markets.
Q.03
Responses to Rising Prices
When prices go up, what do you do?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Cut back on non-essentials
CN
36 ↑
US
28
KR
26
JP
31
Look for cheaper alternatives
CN
13
US
32 ↑
KR
37 ↑
JP
35 ↑
Buy less overall
CN
19
US
24 ↑
KR
27 ↑
JP
20
No change
CN
32 ↑
US
16
KR
10
JP
14
Raw data table
ALL MARKETS
China
US
Korea
Japan
Cut back on non-essentials
36 ↑
28
26
31
Look for cheaper alternatives
13
32 ↑
37 ↑
35 ↑
Buy less overall
19
24 ↑
27 ↑
20
No change
32 ↑
16
10
14
Observations (from report)
China Gen Z shows the greatest resilience – 32% report no behavior change, double the rate in US (16%) and triple Korea/Japan (10%, 14%), possibly indicating delayed inflation impact, and different spending patterns. China Gen Z also would rather cut down non-essentials (36%) rather than cheaper substitutions – making conditional concessions.
Korea and Japan Gen Z are the most price-reactive, 1 in 3 looking for cheaper alternatives, showing active trading-down behavior in response to economic pressures.
US Gen Z is also shifting behavior – 1 in 3 seeking cheaper alternatives and 1 in 4 buying less overall, indicating widespread adaptation to sustained cost-of-living concerns.
Q.04
Emotional Responses to Economic Tensions
Global conflicts and economic tensions make you feel (such as tariff, trade talks)…
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Anxious
CN
8
US
26 ↑
KR
27 ↑
JP
36 ↑
Motivated to stay informed
CN
52 ↑
US
37
KR
40 ↑
JP
33
Numb – it’s too much
CN
11
US
12
KR
16
JP
14
Indifferent – doesn’t affect me much
CN
29 ↑
US
25 ↑
KR
17
JP
16
Raw data table
ALL MARKETS
China
US
Korea
Japan
Anxious
8
26 ↑
27 ↑
36 ↑
Motivated to stay informed
52 ↑
37
40 ↑
33
Numb – it’s too much
11
12
16
14
Indifferent – doesn’t affect me much
29 ↑
25 ↑
17
16
Observations (from report)
Japan Gen Z is the most anxious (36%) about global conflicts and economic tensions, reflecting Japan's economic vulnerabilities and geopolitical position.
China Gen Z is the most motivated to stay informed (52%) – suggesting a wait-and-see mindset.
China and US Gen Z show relatively higher indifference (29% and 25%) compared to Korea (17%) and Japan (16%), though for potentially different reasons – China may feel insulated by domestic narratives, while US youth may experience information fatigue.
About 1 in 8 to 1 in 6 across all markets feel numb – showing that information overload and emotional exhaustion are universal challenges for young consumers.
Q.05
#1 Financial Priority
What’s your #1 financial priority right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Saving
CN
33
US
32
KR
33
JP
34
Paying off debt
CN
3
US
9
KR
6
JP
6
Investing
CN
14
US
16
KR
24 ↑
JP
15
Spending on things that bring joy
CN
40 ↑
US
18
KR
25
JP
33
Supporting family
CN
9
US
25 ↑
KR
12
JP
12
Raw data table
ALL MARKETS
China
US
Korea
Japan
Saving
33
32
33
34
Paying off debt
3
9
6
6
Investing
14
16
24 ↑
15
Spending on things that bring joy
40 ↑
18
25
33
Supporting family
9
25 ↑
12
12
Observations (from report)
Saving is remarkably consistent across all markets – 1 in 3 prioritize saving – showing a universal baseline of financial caution among Gen Z globally.
Chinese Gen Z distinctively prioritizes spending on things that bring joy (40%), a lifestyle-first mindset even amid uncertainty.
US Gen Z uniquely prioritizes supporting family (25%). This could reflect an independent and family-oriented culture, as well as the high cost of living in the US for Gen Z (childcare, healthcare, etc.).
Korean Gen Z is the most investment-focused (24%), indicating stronger belief in wealth-building through markets despite economic headwinds.
Q.06
What Feels Like Luxury
What feels like luxury to you these days?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Eating out
CN
6
US
16 ↑
KR
10
JP
16
Traveling
CN
14
US
19
KR
22
JP
34 ↑
Time off
CN
9
US
13
KR
10
JP
12
Having no financial anxiety
CN
27 ↑
US
27 ↑
KR
15
JP
20
High-quality basics (clothes, skincare, tech)
CN
44 ↑
US
25 ↑
KR
43 ↑
JP
19
Raw data table
ALL MARKETS
China
US
Korea
Japan
Eating out
6
16 ↑
10
16
Traveling
14
19
22
34 ↑
Time off
9
13
10
12
Having no financial anxiety
27 ↑
27 ↑
15
20
High-quality basics (clothes, skincare, tech)
44 ↑
25 ↑
43 ↑
19
Observations (from report)
High-quality basics feel like luxury to China (44%) and Korea (43%) – elevated everyday essentials represent aspiration in these markets.
Japan Gen Z uniquely values travel as luxury (34%), possibly reflecting pent-up desire for experiences after economic stagnation – this aligns with experiences being their non-negotiables.
Having no financial anxiety is the ultimate luxury for China and US Gen Z (27% each) – significantly higher than Korea (15%), revealing that psychological peace around money feels increasingly unattainable.
Q.07
Sentiment About Financial Future
How optimistic are you about your financial future?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Very optimistic
CN
38 ↑
US
39 ↑
KR
20
JP
12
Cautiously hopeful
CN
24
US
29
KR
27
JP
35 ↑
Neutral
CN
33
US
22
KR
33
JP
26
Pessimistic
CN
5
US
10
KR
20 ↑
JP
26 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
Very optimistic
38 ↑
39 ↑
20
12
Cautiously hopeful
24
29
27
35 ↑
Neutral
33
22
33
26
Pessimistic
5
10
20 ↑
26 ↑
Observations (from report)
China and US Gen Z are the most optimistic.
Japan Gen Z is the most pessimistic (26%) – significantly higher than all other markets, reflecting decades of economic stagnation and limited growth prospects.
Korea Gen Z shows a concerning 1 in 5 pessimistic (20%), combined with 33% neutral, suggesting cautious skepticism about economic mobility.
Within optimism, there are differences – US and China lead in "very optimistic," while Japan leads in "cautiously hopeful (35%)," showing more hedged expectations.
Q.08
What's Most Important in a Job
What’s most important in a job today for you?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Stability & benefits
CN
28
US
29
KR
30
JP
28
Flexibility & freedom
CN
24
US
21
KR
20
JP
26 ↑
Mission & purpose
CN
10
US
20 ↑
KR
10
JP
14
Salary & growth potential
CN
38 ↑
US
31
KR
39 ↑
JP
32
Raw data table
ALL MARKETS
China
US
Korea
Japan
Stability & benefits
28
29
30
28
Flexibility & freedom
24
21
20
26 ↑
Mission & purpose
10
20 ↑
10
14
Salary & growth potential
38 ↑
31
39 ↑
32
Observations (from report)
Stability & benefits is the consistent across all 4 markets.
Key distinctions are in Mission and purpose, uniquely pursued by US Gen Z vs. Salary and growth potential – prioritized by China and Korea Gen Z, pragmatic focus on financial advancement and career trajectory.
Overall Gen Z in US show more balanced values in what they pursue in a job. Gen Z in Asia are more driven by practicality / lifestyle rather than ideology.
Q.09
Views on GLP-1 Medication for Weight Loss
Which statement comes closest to your view on GLP-1 medication for weight loss (e.g., Ozempic, Zepbound, Wegovy)?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
They are changing body standards
CN
17 ↑
US
15
KR
12
JP
10
They are mainly a health solution
CN
19 ↑
US
17
KR
19 ↑
JP
14
They create unhealthy pressure to be skinny
CN
20
US
24
KR
25
JP
22
They don’t really affect society
CN
9
US
10
KR
10
JP
8
The perspective that skinny is more beautiful is back
CN
8
US
18 ↑
KR
13
JP
10
Not familiar enough to say
CN
27 ↑
US
17
KR
20
JP
35 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
They are changing body standards
17 ↑
15
12
10
They are mainly a health solution
19 ↑
17
19 ↑
14
They create unhealthy pressure to be skinny
20
24
25
22
They don’t really affect society
9
10
10
8
The perspective that skinny is more beautiful is back
8
18 ↑
13
10
Not familiar enough to say
27 ↑
17
20
35 ↑
Observations (from report)
Significantly more China and Japan Gen Z are less familiar to this topic.
Most Gen Z across 4 markets agree GLP-1 meds somehow impact the society one way or the other.
Almost 1 in 2 US Gen Z and over 1 in 3 Korea Gen Z see it impacting their society negatively
Q.10
Alternative Finance & Cryptocurrency
What do you think best describes why people are turning to alternative ways of making or managing money (such BitCoin, Etherium, etc.)?
Again, China and Japan show highest humility / lowest familiarity among 4 markets.
Across markets, most Gen Z don’t see alternative finance as a lack of faith in conventional / institutional finance system (across markets <20%). Instead, they see this trend as people’s positive / optimistic response to what’s offered in the financial market (20%-31%).
Nearly 2 in 10 US Gen Z cite social media influence, showing the power of crypto influencers and viral investment content in American digital culture
Q.11
Biggest Long-Term Threat to Humanity
What do you think poses the biggest long-term threat to humanity?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Climate and environmental collapse
CN
24 ↑
US
19
KR
21
JP
21
War or geopolitical conflict
CN
24 ↑
US
22 ↑
KR
17
JP
28 ↑
Technology or AI risks
CN
14
US
18
KR
21 ↑
JP
17
Economic system failure
CN
13
US
13
KR
21 ↑
JP
14
Individuals who abuse their power (political, wealth, or technological, etc.)
CN
18 ↑
US
21 ↑
KR
16
JP
13
I don’t believe there is a major threat
CN
7
US
8
KR
4
JP
7
Raw data table
ALL MARKETS
China
US
Korea
Japan
Climate and environmental collapse
24 ↑
19
21
21
War or geopolitical conflict
24 ↑
22 ↑
17
28 ↑
Technology or AI risks
14
18
21 ↑
17
Economic system failure
13
13
21 ↑
14
Individuals who abuse their power (political, wealth, or technological, etc.)
18 ↑
21 ↑
16
13
I don’t believe there is a major threat
7
8
4
7
Observations (from report)
Over 90% Gen Z in each market acknowledges there is long-term threat to humanity. Geopolitics and concentrated authority ranked consistently highest / high across 4 markets.
Additionally, Gen Z in Asia see climate change as a big threat.
And Korea Gen Z see technology and economic system as the biggest threat, showing real anxieties about automation and systemic economic vulnerabilities.
Q.12
Online Male Role Models & "Masculinity" Content
Which best describes how you feel about online male role models and “masculinity” content?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
I welcome it – the society needs views like this to be more balanced
CN
22 ↑
US
18
KR
7
JP
12
They provide useful guidance
CN
28 ↑
US
25
KR
18
JP
17
Some are positive, some are harmful
CN
31
US
35
KR
43 ↑
JP
39
They promote unhealthy values
CN
5
US
9
KR
12
JP
6
I avoid this kind of content
CN
1
US
5
KR
5
JP
5
Not familiar with it
CN
13 ↑
US
7
KR
16 ↑
JP
23 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
I welcome it – the society needs views like this to be more balanced
22 ↑
18
7
12
They provide useful guidance
28 ↑
25
18
17
Some are positive, some are harmful
31
35
43 ↑
39
They promote unhealthy values
5
9
12
6
I avoid this kind of content
1
5
5
5
Not familiar with it
13 ↑
7
16 ↑
23 ↑
Observations (from report)
Very few Gen Z would avoid such content (the algorithm has successfully surfaced it), and most of them are familiar with it.
Among those who are familiar, 3 or 4 in 10 holds a balanced view, highest in Korea, while most of them see it positively, particularly among China Gen Z, suggesting these perspectives fill a perceived gap in cultural discourse.
Japan Gen Z has low familiarity – either less algorithmic promotion or less cultural resonance of these creators.
Q.13
Experience of Being Single
Which best reflects how people your age experience being single today?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
More freedom and independence
CN
34 ↑
US
29
KR
34 ↑
JP
27
Emotional needs are harder to meet
CN
11
US
16 ↑
KR
12
JP
9
Less social pressure than before
CN
12
US
8
KR
14
JP
12
More loneliness
CN
6
US
13
KR
11
JP
13
A normal way of living – no better or worse than having a spouse
CN
28 ↑
US
26
KR
22
JP
24
I’m not sure
CN
9
US
8
KR
7
JP
13
Raw data table
ALL MARKETS
China
US
Korea
Japan
More freedom and independence
34 ↑
29
34 ↑
27
Emotional needs are harder to meet
11
16 ↑
12
9
Less social pressure than before
12
8
14
12
More loneliness
6
13
11
13
A normal way of living – no better or worse than having a spouse
28 ↑
26
22
24
I’m not sure
9
8
7
13
Observations (from report)
Across markets, most Gen Z sees singledom as a positive or normal lifestyle, particularly in China and Korea.
Significantly more US Gen Z recognize the negative side of navigating single life, although a lower proportion compared to more positive views.
Q.14
AI Impact on Jobs (Next 3 Years)
What do you think AI will mostly do to jobs in the next 3 years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Create more jobs than it replaces
CN
19 ↑
US
23 ↑
KR
16
JP
15
Replace many existing jobs
CN
14
US
24 ↑
KR
35 ↑
JP
26 ↑
Change how most jobs are done
CN
31 ↑
US
25
KR
25
JP
21
Mostly affect certain industries only
CN
21
US
19
KR
16
JP
21
Still too early to tell
CN
14 ↑
US
9
KR
8
JP
16 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
Create more jobs than it replaces
19 ↑
23 ↑
16
15
Replace many existing jobs
14
24 ↑
35 ↑
26 ↑
Change how most jobs are done
31 ↑
25
25
21
Mostly affect certain industries only
21
19
16
21
Still too early to tell
14 ↑
9
8
16 ↑
Observations (from report)
China and Japan Gen Z continue to be most cautions when predicting future impact.
Korea Gen Z shows a most pessimistic view towards AI – 1 in 3 believes AI may replace job – consistent with their prediction of AI being the biggest threat to humanity.
China Gen Z appears to be most optimistic about AI – about 1.4 in 10 see it as a threat to their future jobs – also reflecting their belief in adaptation rather than displacement.
US Gen Z is split between job creation and replacement, showing divided opinions on whether AI is net positive or negative for employment.
Q.15
Views of Ultra-Rich Individuals
Which statement comes closest to your view of ultra-rich individuals?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
They deserve their wealth
CN
17
US
19
KR
21
JP
14
They should contribute more to society
CN
31 ↑
US
38 ↑
KR
28
JP
29
Their wealth is a sign of system imbalance
CN
17
US
18
KR
17
JP
16
Their wealth is a result of innovation
CN
21 ↑
US
16
KR
19
JP
17
I don’t have strong feelings
CN
14 ↑
US
9
KR
15 ↑
JP
23 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
They deserve their wealth
17
19
21
14
They should contribute more to society
31 ↑
38 ↑
28
29
Their wealth is a sign of system imbalance
17
18
17
16
Their wealth is a result of innovation
21 ↑
16
19
17
I don’t have strong feelings
14 ↑
9
15 ↑
23 ↑
Observations (from report)
Globally, Gen Z believes ultra-rich individuals should give more to the society (about 1 in 3, particularly in China and US).
The rest of opinions are divided among acceptance, disappointment with the social/financial system, an outcome of innovation, or feeling distant to this topic.
Significantly more China Gen Z is more likely to see their wealth as an outcome of innovation – showing acceptance of tech entrepreneurship narratives or wealth creation.
Q.16
Global Institutions Focus
What should global institutions focus on most right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Human wellbeing and basic needs
CN
15 ↑
US
28 ↑
KR
16 ↑
JP
11
Economic stability and growth
CN
30
US
28
KR
31
JP
29
Climate and environmental protection
CN
20 ↑
US
19
KR
21 ↑
JP
13
Peace and conflict prevention
CN
28
US
21
KR
26
JP
36 ↑
I don’t trust global institutions
CN
7
US
4
KR
6
JP
12
Raw data table
ALL MARKETS
China
US
Korea
Japan
Human wellbeing and basic needs
15 ↑
28 ↑
16 ↑
11
Economic stability and growth
30
28
31
29
Climate and environmental protection
20 ↑
19
21 ↑
13
Peace and conflict prevention
28
21
26
36 ↑
I don’t trust global institutions
7
4
6
12
Observations (from report)
The majority of Gen Z globally hasn’t lost faith in global institutions.
US Gen Z prioritizes human wellbeing and basic needs – showing more humanitarian-focused global outlook – as important as economic security, which ranks top priority among China and Korea Gen Z.
Japan Gen Z prioritizes geopolitical stability among all aspects.
Q.17
What Will Define Global Pop Culture
What will most define global pop culture in the next few years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
CN
12
US
28 ↑
KR
21 ↑
JP
17
AI-created and AI-assisted content (music, visuals, stories)
CN
32 ↑
US
20
KR
28 ↑
JP
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
CN
17 ↑
US
9
KR
7
JP
6
Streaming entertainment (film, TV, K-content, global series)
CN
10
US
17 ↑
KR
21 ↑
JP
16
Musica scenes and fan communities
CN
4
US
7
KR
8
JP
14 ↑
Fashion, design, and visual aesthetics
CN
11
US
11
KR
8
JP
7
I don’t have a strong opinion on this
CN
14 ↑
US
9
KR
7
JP
16 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
12
28 ↑
21 ↑
17
AI-created and AI-assisted content (music, visuals, stories)
32 ↑
20
28 ↑
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
17 ↑
9
7
6
Streaming entertainment (film, TV, K-content, global series)
10
17 ↑
21 ↑
16
Musica scenes and fan communities
4
7
8
14 ↑
Fashion, design, and visual aesthetics
11
11
8
7
I don’t have a strong opinion on this
14 ↑
9
7
16 ↑
Observations (from report)
Globally, AI content is consistently seen as a top force defining pop culture
Particularly among China Gen Z who believes AI-created content will dominate, showing China’s aggressive AI development and cultural openness to synthetic content
US Gen Z sees creator-led platforms as most influential. This reflects the dominance of American creator economy
US and Korea Gen Z values both AI content and streaming entertainment, which shows their position as tech innovator and cultural content exporter in both markets
Q.18
Job Market Advantage
In today's job market, what can give people the greatest advantage?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN · US · KR · JP
Having the right degree / diploma
CN
8
US
13 ↑
KR
12
JP
14
Having strong, up-to-date skills
CN
20
US
25 ↑
KR
18
JP
22
Having the right connections
CN
22 ↑
US
20 ↑
KR
12
JP
16
Having proven experience
CN
18
US
20
KR
23 ↑
JP
20
Knowing how to embrace AI at work
CN
21 ↑
US
11
KR
20 ↑
JP
11
It depends on the field
CN
9
US
11
KR
15 ↑
JP
16 ↑
Raw data table
ALL MARKETS
China
US
Korea
Japan
Having the right degree / diploma
8
13 ↑
12
14
Having strong, up-to-date skills
20
25 ↑
18
22
Having the right connections
22 ↑
20 ↑
12
16
Having proven experience
18
20
23 ↑
20
Knowing how to embrace AI at work
21 ↑
11
20 ↑
11
It depends on the field
9
11
15 ↑
16 ↑
Observations (from report)
Across 4 markets, degree/diploma is seen as least important giving people the advantage in starting / changing career – a universal shift away from credentialism towards demonstrated capabilities.
China Gen Z equally holds on to both tradition (connections) as well as the latest technology.
US and Japan Gen Z appear to be most old-school – still believing skills, connections and experience.
Korea (and China) Gen Z are quick to adapt to the latest development – AI/Tech and related experience – a more nuanced, context-dependent view of success factors.
Section
Values and Mindsets
All 4 markets · 25W2 latest-wave Gen Z
Q.19
Value Statements
Below are some descriptions about how people feel about life or lifestyle. How much do you agree or disagree with each description?
BASE · Among Gen Z (15-29) | Response in % | Top 2 Box (Strongly agree or Agree)
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Stability vs. new excitement Stability is more important than new excitement for me
CN
70
US
79 ↑
KR
71 ↑
JP
63
Risk-taking I’d rather take a risk than missing out on a good opportunity
CN
70 ↑
US
69
KR
49
JP
37 ↑
Wellbeing I actively care for my mental and emotional health
CN
93 ↑
US
86 ↑
KR
73
JP
74
Material stability It’s my first priority to maintain material stability in my life
CN
84 ↑
US
77 ↑
KR
76 ↑
JP
68
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
CN
88 ↑
US
79 ↑
KR
65 ↑
JP
68 ↑
Relationship I actively build meaningful, supportive relationships
CN
89 ↑
US
85 ↑
KR
77 ↑
JP
69 ↑
Fit in I prefer to fit in (rather than stand out)
CN
59
US
65 ↑
KR
76 ↑
JP
68
Authenticity I strive to be true to myself, embracing both strengths and flaws
CN
93 ↑
US
86 ↑
KR
73 ↑
JP
71
Fulfilling work I get personal satisfaction from my job / school work
CN
88 ↑
US
78 ↑
KR
62 ↑
JP
53
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
CN
85 ↑
US
82 ↑
KR
74
JP
74 ↑
Ambition I am focused on success and actively pursue success in my personal and professional life
CN
84 ↑
US
86 ↑
KR
71 ↑
JP
59 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
CN
65
US
63 ↑
KR
59
JP
56
Success I set small goals for myself, instead of pursuing grand success defined by social norms
CN
82 ↑
US
73
KR
64 ↑
JP
67
Curiosity I believe curiosity is critical to continue to grow as a person
CN
90 ↑
US
80
KR
76
JP
77
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
CN
81 ↑
US
76 ↑
KR
65 ↑
JP
53
Fun Having fun is the most important aspect of life – live in the moment
CN
92 ↑
US
80
KR
74
JP
80
New excitement I constantly seek activities or things that’ll bring new excitement to my life
CN
87 ↑
US
80 ↑
KR
59 ↑
JP
59 ↑
Outdoor I try to get outdoors as much as possible
CN
88 ↑
US
76 ↑
KR
57 ↑
JP
37
Looking good It’s important for me to look attractive and appealing
CN
84 ↑
US
79 ↑
KR
73
JP
57
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
CN
73
US
↑
KR
48 ↑
JP
45
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
78 ↑
77 ↑
70
70
Risk-taking I’d rather take a risk than missing out on a good opportunity
69 ↑
67
63
70 ↑
Wellbeing I actively care for my mental and emotional health
87 ↑
88 ↑
82
93 ↑
Material stability It’s my first priority to maintain material stability in my life
80 ↑
81 ↑
74
84 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
84 ↑
87 ↑
79
88 ↑
Relationship I actively build meaningful, supportive relationships
81
82
79
89 ↑
Fit in I prefer to fit in (rather than stand out)
66 ↑
62
63
59
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
82
87 ↑
80
93 ↑
Fulfilling work I get personal satisfaction from my job / school work
81 ↑
83 ↑
75
88 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
82
84 ↑
78
85 ↑
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
80 ↑
78
74
84 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
70 ↑
70 ↑
60
65
Success I set small goals for myself, instead of pursuing grand success defined by social norms
76
76
75
82 ↑
Curiosity I believe curiosity is critical to continue to grow as a person
82 ↑
87 ↑
78
90 ↑
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
80 ↑
78 ↑
73
81 ↑
Fun Having fun is the most important aspect of life – live in the moment
80
84 ↑
78
92 ↑
New excitement I constantly seek activities or things that’ll bring new excitement to my life
80
82 ↑
77
87 ↑
Outdoor I try to get outdoors as much as possible
79
83 ↑
77
88 ↑
Looking good It’s important for me to look attractive and appealing
78 ↑
76
73
84 ↑
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
68
71
69
73
US
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
71
70
79 ↑
79 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
72
71
70
69
Wellbeing I actively care for my mental and emotional health
81
82
85
86 ↑
Material stability It’s my first priority to maintain material stability in my life
68
65
77 ↑
77 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
66
62
79 ↑
79 ↑
Relationship I actively build meaningful, supportive relationships
80
80
83
85 ↑
Fit in I prefer to fit in (rather than stand out)
52 ↑
42
59 ↑
65 ↑
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
81
85 ↑
83
86 ↑
Fulfilling work I get personal satisfaction from my job / school work
70
65
76 ↑
78 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
76
73
79
82 ↑
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
76
73
82 ↑
86 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
57
57
65 ↑
63 ↑
Success I set small goals for myself, instead of pursuing grand success defined by social norms
74
75
73
73
Curiosity I believe curiosity is critical to continue to grow as a person
82
80
83
80
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
68
65
75 ↑
76 ↑
Fun Having fun is the most important aspect of life – live in the moment
77
75
79
80
New excitement I constantly seek activities or things that’ll bring new excitement to my life
75
72
80 ↑
80 ↑
Outdoor I try to get outdoors as much as possible
69
66
74 ↑
76 ↑
Looking good It’s important for me to look attractive and appealing
74
71
76
79 ↑
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
61
55
67 ↑
↑
KR
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
63
65
68
71 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
49
49
45
49
Wellbeing I actively care for my mental and emotional health
71
72
71
73
Material stability It’s my first priority to maintain material stability in my life
72
71
73
76 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
52
45
55
65 ↑
Relationship I actively build meaningful, supportive relationships
63
62
71 ↑
77 ↑
Fit in I prefer to fit in (rather than stand out)
66
64
76 ↑
76 ↑
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
67
67
65
73 ↑
Fulfilling work I get personal satisfaction from my job / school work
58
52
56
62 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
73
69
71
74
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
59
56
67 ↑
71 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
62
57
62
59
Success I set small goals for myself, instead of pursuing grand success defined by social norms
55
54
60
64 ↑
Curiosity I believe curiosity is critical to continue to grow as a person
79 ↑
75
74
76
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
52
55
55
65 ↑
Fun Having fun is the most important aspect of life – live in the moment
77
74
75
74
New excitement I constantly seek activities or things that’ll bring new excitement to my life
55
53
53
59 ↑
Outdoor I try to get outdoors as much as possible
49
49
45
57 ↑
Looking good It’s important for me to look attractive and appealing
76
71
74
73
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
39
40
42
48 ↑
JP
Gen Z
Millennials
Gen X
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
63
67
77 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
37 ↑
36 ↑
17
Wellbeing I actively care for my mental and emotional health
74
77
80
Material stability It’s my first priority to maintain material stability in my life
68
65
64
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
68 ↑
59
56
Relationship I actively build meaningful, supportive relationships
69 ↑
64
54
Fit in I prefer to fit in (rather than stand out)
68
63
67
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
71
67
69
Fulfilling work I get personal satisfaction from my job / school work
53
46
43
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
74 ↑
67
67
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
59 ↑
50
34
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
56
57
57
Success I set small goals for myself, instead of pursuing grand success defined by social norms
67
67
69
Curiosity I believe curiosity is critical to continue to grow as a person
77
77
76
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
53
50
47
Fun Having fun is the most important aspect of life – live in the moment
80
77
80
New excitement I constantly seek activities or things that’ll bring new excitement to my life
59 ↑
54
41
Outdoor I try to get outdoors as much as possible
37
36
31
Looking good It’s important for me to look attractive and appealing
57
50
44
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
45
47
33
Synthesized cross-market observations DRAFT
China Gen Z shows an unusually broad surge this wave — nearly every statement jumps +7 to +14 points since 25W1. The pattern reads less like changed beliefs and more like intensified agreement across the board, possibly a seasonal end-of-year optimism effect; older cohorts don't replicate it.
Japan sets a deliberately moderate baseline (first wave tracked). Japanese Gen Z scores lowest on nearly every statement. Not a negative signal but a cultural tendency toward non-committal, qualified agreement — treat 25W2 Japan as a reference point rather than a verdict.
Outdoor affinity is the widest cross-market gap — China 88, US 76, Korea 57, Japan 37 (51-point spread). Read with the outdoor activity data: it's not just attitude; Japan's low score tracks with low outdoor participation everywhere else in the dataset.
"Fulfilling work" splits East-West — China (88%) and US (78%) see work as identity-level meaning; Korea (62%) and Japan (53%) show markedly weaker identification. Likely reflects different employment cultures and the "lying flat" / work-recalibration signals that appear elsewhere.
Korea shows a sustained belonging/relationship accumulator — two waves of increases now, hitting 65% belonging and 77% building relationships. For a culture historically read as individualistic, this looks structural rather than a one-wave bump.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Having autonomy and doing things that I enjoy in work or life
CN
43 ↑
US
29 ↑
KR
46
JP
44
Self-reliance or independence
CN
41
US
30
KR
33
JP
36 ↑
Constant personal growths, in work or life (new skills, better overall condition)
CN
38 ↑
US
36
KR
41
JP
37
Being happy with who I am
CN
38
US
42
KR
37
JP
45
Achieving personal fulfillment from work / school
CN
33
US
29
KR
32
JP
38 ↑
Achieving tangible, measurable goals
CN
33
US
28
KR
28
JP
27
Building strong relationships, creating community
CN
27
US
38
KR
21 ↑
JP
32 ↑
Making a positive impact in the world
CN
25
US
34 ↑
KR
28 ↑
JP
16
Achieving happiness despite things don’t always go the way I want
CN
23
US
34
KR
32 ↑
JP
24
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Having autonomy and doing things that I enjoy in work or life
-
35
35
43 ↑
Self-reliance or independence
-
44
39
41
Constant personal growths, in work or life (new skills, better overall condition)
-
37
32
38 ↑
Being happy with who I am
-
40
37
38
Achieving personal fulfillment from work / school
-
34
36
33
Achieving tangible, measurable goals
-
29
33
33
Building strong relationships, creating community
-
29
32 ↑
27
Making a positive impact in the world
-
31 ↑
28
25
Achieving happiness despite things don’t always go the way I want
-
22
27 ↑
23
US
24W1
24W2
25W1
25W2
Being happy with who I am
-
39
48 ↑
42
Building strong relationships, creating community
-
36
33
38
Constant personal growths, in work or life (new skills, better overall condition)
-
37
32
36
Achieving happiness despite things don’t always go the way I want
-
33
32
34
Making a positive impact in the world
-
28
35 ↑
34 ↑
Self-reliance or independence
-
40 ↑
35
30
Having autonomy and doing things that I enjoy in work or life
-
24
28
29 ↑
Achieving personal fulfillment from work / school
-
27
29
29
Achieving tangible, measurable goals
-
34 ↑
27
28
KR
24W1
24W2
25W1
25W2
Having autonomy and doing things that I enjoy in work or life
-
45
52 ↑
46
Constant personal growths, in work or life (new skills, better overall condition)
-
37
40
41
Being happy with who I am
-
45 ↑
36
37
Self-reliance or independence
-
47 ↑
40 ↑
33
Achieving happiness despite things don’t always go the way I want
-
27
29
32 ↑
Achieving personal fulfillment from work / school
-
38 ↑
38 ↑
32
Achieving tangible, measurable goals
-
28
26
28
Making a positive impact in the world
-
14
22 ↑
28 ↑
Building strong relationships, creating community
-
19
16
21 ↑
JP
Gen Z
Millennials
Gen X
Being happy with who I am
45
47
51
Having autonomy and doing things that I enjoy in work or life
44
51
51
Achieving personal fulfillment from work / school
38 ↑
26
24
Constant personal growths, in work or life (new skills, better overall condition)
37
40
40
Self-reliance or independence
36 ↑
30
29
Building strong relationships, creating community
32 ↑
25
26
Achieving tangible, measurable goals
27
31
26
Achieving happiness despite things don’t always go the way I want
24
33
36
Making a positive impact in the world
16
16
16
Synthesized cross-market observations DRAFT
Success splits into two distinct worldviews. China and Korea cluster around autonomy + personal growth (46% / 41% Korea; 43% / 38% China) — success as becoming more capable. US and Japan cluster around being happy with who I am (42% US, 45% Japan) — success as inner contentment.
"Making a positive impact in the world" shows an 18-point spread: US 34%, Korea 28%, China 25%, Japan 16%. US Gen Z's civic-outcome framing of success is distinctive; Japan's is the opposite of it.
Autonomy is the fastest-growing success definition in China (+8 this wave), consistent with the autonomy-centered value surge in the value statements data.
Relational success is rising in Korea and Japan. "Building strong relationships, creating community" grew +5 in both — hinting at a shared regional drift toward relational definitions of success, catching up with where the US already is (38%).
Q.21
Topics Following Regularly
What topics have you followed the most in the past 6 months?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
AI/future technologies
CN
34 ↑
US
25 ↑
KR
24 ↑
JP
27
Work/life balance
CN
30 ↑
US
24
KR
24
JP
22
Latest cultural, fashion trends
CN
30 ↑
US
20
KR
30
JP
19
Healthy, active lifestyle
CN
26
US
28
KR
21
JP
15
International events
CN
23 ↑
US
18
KR
11 ↑
JP
11
Embracing outdoors and nature (camping, backpacking, watersports, snow sports, etc.)
AI is the universal attention magnet. Top topic in China (34%) and Japan (27%), second in US/Korea (24–25%). The only topic rising consistently across all four markets — a generation-wide inflection point, not a market-specific story.
Korea diverges sharply on financial literacy. Stock market 22% (vs CN 9%, US 11%, JP 15%), Currency exchange rates 12% (statistically significant ↑). Korean Gen Z is the most financially vigilant cohort.
Work-life and cultural-trend topics are cooling globally — except in China. China holds or grows (+7 work/life, +4 cultural trends); US, Korea, and Japan all trend -1 to -7 across these. Signal: these topics are becoming defaults elsewhere, not things to actively follow.
Japan's attention profile is unusually compressed. AI leads at 27%; most other topics cluster 9–20%. A moderate-interest-in-many-things posture that contrasts with the more concentrated attention elsewhere.
Mental wellness is softening in China (18%, +1) and US (23%, +0) — reads as normalization more than disinterest. It's graduating from "topic I follow" to lifestyle default.
Q.22
Words to Describe the Past 6 Months
If you can use 3 words or phrases to describe the past 6 months – it could be your feelings or your perspectives for the society, what words would you use?
BASE · Among Gen Z (15-29) | 3 Answers | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Positive
CN
89
US
79 ↑
KR
65 ↑
JP
65
Energetic
CN
33
US
21 ↑
KR
12 ↑
JP
10
Hopeful / optimistic
CN
32 ↑
US
26 ↑
KR
17 ↑
JP
12
Content
CN
30 ↑
US
10
KR
17 ↑
JP
22
Happy / joyful
CN
29
US
25 ↑
KR
20 ↑
JP
14
Peaceful / Chill / Relaxed
CN
25
US
12
KR
18 ↑
JP
19
Exciting / Excited
CN
16
US
16
KR
11
JP
9
Fun
CN
16
US
21 ↑
KR
15 ↑
JP
21
Thankful
CN
14
US
16
KR
8
JP
13
Encouraged
CN
14
US
11
KR
9
JP
6
Adventurous / brave
CN
10
US
13
KR
11 ↑
JP
6
Neutral
CN
32
US
34
KR
43
JP
40
Routine
CN
16
US
12
KR
16
JP
23
Eventful
CN
10 ↑
US
16
KR
16
JP
9
Uncertain
CN
9
US
9
KR
17
JP
8
Detached / unengaged
CN
2
US
6
KR
5
JP
7
Negative
CN
25
US
47
KR
59
JP
61
Exhausted / Tired
CN
7
US
11
KR
18
JP
20
Worried / Anxious
CN
6
US
12
KR
20
JP
23
Stressful
CN
6
US
13
KR
16
JP
23
Lost / Confused
CN
5
US
8
KR
12
JP
6 ↑
Defeated
CN
4
US
6
KR
3
JP
2
Depressed / Sad
CN
3
US
9
KR
8
JP
10
Lonely
CN
3
US
6
KR
5
JP
11
Helpless
CN
3
US
7
KR
9
JP
11
Numb
CN
3
US
5
KR
5
JP
5
Angry
CN
2
US
4
KR
4
JP
6
Disappointed
CN
2
US
5
KR
8
JP
4
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Positive
89
88
90
89
Energetic
34
30
31
33
Hopeful / optimistic
26
29
27
32 ↑
Content
26
25
25
30 ↑
Happy / joyful
27
26
31
29
Peaceful / Chill / Relaxed
26
23
23
25
Exciting / Excited
18
19
19
16
Fun
15
15
16
16
Thankful
19 ↑
15
15
14
Encouraged
15
15
14
14
Adventurous / brave
12
13
14
10
Neutral
30
30
30
32
Routine
15
13
14
16
Eventful
9 ↑
8
6
10 ↑
Uncertain
9
12
9
9
Detached / unengaged
3
3
5 ↑
2
Negative
27
31 ↑
32 ↑
25
Exhausted / Tired
6
6
6
7
Worried / Anxious
6
8
5
6
Stressful
6
8
7
6
Lost / Confused
6
7
5
5
Defeated
3
3
3
4
Depressed / Sad
5 ↑
4
6 ↑
3
Lonely
3
5
4
3
Helpless
3
3
4
3
Numb
3
4
4
3
Angry
3
3
5 ↑
2
Disappointed
2
3
3
2
US
24W1
24W2
25W1
25W2
Positive
71
68
77 ↑
79 ↑
Hopeful / optimistic
19
18
24 ↑
26 ↑
Happy / joyful
21 ↑
16
23 ↑
25 ↑
Fun
18 ↑
14
20 ↑
21 ↑
Energetic
16
13
18 ↑
21 ↑
Thankful
19
23
19
16
Exciting / Excited
15
14
17
16
Adventurous / brave
11
10
12
13
Peaceful / Chill / Relaxed
12
13
15
12
Encouraged
8
11
10
11
Content
9
10
9
10
Negative
56 ↑
58 ↑
49
47
Stressful
21 ↑
21 ↑
15
13
Exhausted / Tired
17 ↑
16 ↑
14
11
Worried / Anxious
13
14
11
12
Depressed / Sad
10
13 ↑
8
9
Lost / Confused
9
9
8
8
Helpless
6
5
6
7
Defeated
5
5
4
6
Lonely
8
8
6
6
Disappointed
6
7 ↑
5
5
Numb
6
6
5
5
Angry
4
3
3
4
Neutral
38
41 ↑
40 ↑
34
Eventful
15
14
17
16
Routine
12
14
16
12
Uncertain
10
13
11
9
Detached / unengaged
8
9 ↑
6
6
KR
24W1
24W2
25W1
25W2
Positive
57
54
52
65 ↑
Happy / joyful
18
15
15
20 ↑
Peaceful / Chill / Relaxed
16
18 ↑
14
18 ↑
Content
12
13
10
17 ↑
Hopeful / optimistic
12
11
10
17 ↑
Fun
9
11
11
15 ↑
Energetic
6
4
5
12 ↑
Exciting / Excited
9
9
9
11
Adventurous / brave
9
6
8
11 ↑
Thankful
6
7
8
8
Encouraged
7
6
7
9
Negative
72 ↑
70 ↑
73 ↑
59
Worried / Anxious
24
26 ↑
27 ↑
20
Exhausted / Tired
28 ↑
25 ↑
24 ↑
18
Stressful
24 ↑
19
25 ↑
16
Lost / Confused
12
14
13
12
Helpless
9
12
13 ↑
9
Depressed / Sad
12 ↑
10
10
8
Disappointed
7
6
8
8
Lonely
6
6
4
5
Numb
5
8 ↑
8 ↑
5
Angry
3
4
5
4
Defeated
3
4
4
3
Neutral
50 ↑
52 ↑
50 ↑
43
Uncertain
21
18
20
17
Routine
18
25 ↑
21
16
Eventful
17
16
16
16
Detached / unengaged
5
5
4
5
JP
Gen Z
Millennials
Gen X
Positive
65
62
64
Content
22
21
24
Fun
21
18
13
Peaceful / Chill / Relaxed
19
24 ↑
31 ↑
Happy / joyful
14
14
11
Thankful
13
18
21
Hopeful / optimistic
12
10
9
Energetic
10
11
13
Exciting / Excited
9
7
3
Encouraged
6
6
3
Adventurous / brave
6
4
4
Negative
61
59
63
Stressful
23
30 ↑
30
Worried / Anxious
23
22
24
Exhausted / Tired
20
22
17
Helpless
11
11
6
Lonely
11
7
9
Depressed / Sad
10
8
6
Angry
6
6
9
Lost / Confused
6 ↑
2
7 ↑
Numb
5
4
4
Disappointed
4
6
6
Defeated
2
3 ↑
1
Neutral
40
40
41
Routine
23
24
23
Eventful
9
7
9
Uncertain
8
8
7
Detached / unengaged
7
8
10
Synthesized cross-market observations DRAFT
Korea experienced the most dramatic sentiment swing in the entire dataset. Positive jumped +13 (52→65%) while negative dropped -14 (73→59%) — the full positive register moving in unison, not one emotion lifting. Watch closely for persistence next wave.
Japan sits in an ambivalent emotional space: 65% positive and 61% negative simultaneously. The leading positives — content, fun, peaceful — are all low-arousal. Contrast with Korea (energetic ↑) and China (hopeful ↑), which show higher-energy positivity.
China enters 2026 in a noticeably improved headspace. Negative dropped -7 (to 25%), positive holds firm at 89%. Almost every negative emotion either holds flat or declines this wave.
Stress and exhaustion are declining fastest in Korea (-6, -9, -7) and significantly in the US (-3, -2). Maps onto the broader work-life recalibration and "lying flat" pattern running through the data.
Negative framing remains markedly higher in Korea (59%) and Japan (61%) than in China (25%) or US (47%). East Asian Gen Z carry heavier emotional load overall — though Korea's direction of change is strongly positive.
Q.23
One thing that is going well / badly (new question in 25W2)
On top of your mind, what is going well in your life right now? And what is not going well in your life right now? · What is going well now? · What is not going well?
BASE · Among Gen Z (15-29) | Single answer | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Physical health
CN
11
US
8
KR
8
JP
8 ↑
School / education
CN
11 ↑
US
10 ↑
KR
5 ↑
JP
8 ↑
Work-life balance
CN
8
US
8
KR
7
JP
7
Income stability
CN
8
US
5
KR
7
JP
5
Mental health
CN
8
US
8
KR
7
JP
4
Exercise / physical activity habits
CN
7
US
5
KR
7
JP
7 ↑
Overall sense of fulfilment
CN
8
US
7
KR
7
JP
7
Work / career
CN
7
US
6
KR
4
JP
6
Relationship with family
CN
5
US
11
KR
14
JP
16
Ability to plan for the future
CN
6
US
7
KR
6
JP
4
Everything
CN
6
US
3
KR
4
JP
3
Friendship / social connections
CN
6 ↑
US
7
KR
9 ↑
JP
11
Cost of living / daily expenses
CN
4
US
7
KR
5
JP
4
Relationship with digital devices / social media
CN
4
US
5
KR
7
JP
6
Housing situation
CN
2
US
3
KR
3
JP
3
Raw data tables · per market
CN
Gen Z
Millennials
Gen X
Physical health
11
12
7
School / education
11 ↑
3
5
Work-life balance
8
16 ↑
7
Income stability
8
11
15
Mental health
8
7
7
Exercise / physical activity habits
7
9
7
Overall sense of fulfilment
8
7
7
Work / career
7
7
5
Relationship with family
5
8
15 ↑
Ability to plan for the future
6
5
2
Everything
6
3
5
Friendship / social connections
6 ↑
3
-
Cost of living / daily expenses
4
4
5
Relationship with digital devices / social media
4
3
2
Housing situation
2
1
10 ↑
CN
Gen Z
Millennials
Gen X
Cost of living / daily expenses
13
9
10
Ability to plan for the future
11
8
8
Exercise / physical activity habits
9
8
5
Mental health
8
8
5
Relationship with digital devices / social media
8 ↑
7
5
Everything
7
6
3
Work-life balance
6
11 ↑
10
Work / career
6
9
8
School / education
6
7
3
Income stability
6
5
10
Housing situation
5
6
5
Overall sense of fulfilment
4
6
13 ↑
Relationship with family
4
2
3
Friendship / social connections
3
3
5
Physical health
3
3
8
US
Gen Z
Millennials
Gen X
Relationship with family
11
16 ↑
20
School / education
10 ↑
3
2
Physical health
8
9
8
Mental health
8
8
6
Work-life balance
8
8
4
Ability to plan for the future
7
8
4
Friendship / social connections
7
7
8
Overall sense of fulfilment
7
4
6
Cost of living / daily expenses
7
4
2
Work / career
6
6
10
Relationship with digital devices / social media
5
7
2
Income stability
5
5
4
Exercise / physical activity habits
5
5
6
Housing situation
3
4
16 ↑
Everything
3
5
2
US
Gen Z
Millennials
Gen X
Income stability
13
13
6
Ability to plan for the future
10
8
10
Cost of living / daily expenses
9
8
8
Work-life balance
8 ↑
10 ↑
-
Mental health
8
7
16 ↑
Relationship with family
8
5
14 ↑
Work / career
7
8
6
Overall sense of fulfilment
7
6
6
Physical health
6
7
8
Relationship with digital devices / social media
6
4
4
Exercise / physical activity habits
5
10 ↑
6
School / education
4
3
-
Friendship / social connections
4
2
6
Housing situation
3
5
-
Everything
3
3
8 ↑
KR
Gen Z
Millennials
Gen X
Relationship with family
14
14
20
Friendship / social connections
9 ↑
3
1
Physical health
8
8
7
Overall sense of fulfilment
7
8
18 ↑
Mental health
7
6
5
Income stability
7
9
9
Relationship with digital devices / social media
7
3
8
Exercise / physical activity habits
7
10 ↑
5
Work-life balance
7
8
5
Ability to plan for the future
6
5
3
School / education
5 ↑
1
-
Cost of living / daily expenses
5
7
7
Work / career
4
7
4
Everything
4
6
3
Housing situation
3
4
5
KR
Gen Z
Millennials
Gen X
Income stability
13
16
14
Ability to plan for the future
12
9
5
Mental health
10
6
4
Cost of living / daily expenses
9
12
9
Exercise / physical activity habits
7
7
4
Work / career
7
5
8
School / education
7 ↑
2
1
Work-life balance
6
7
12 ↑
Physical health
5
8
20 ↑
Overall sense of fulfilment
5
6
3
Friendship / social connections
4
4
8 ↑
Relationship with family
4
6
4
Everything
4
3
3
Relationship with digital devices / social media
3
4
1
Housing situation
3
5 ↑
3
JP
Gen Z
Millennials
Gen X
Relationship with family
16
22
23
Friendship / social connections
11
8
4
School / education
8 ↑
2
-
Physical health
8 ↑
10 ↑
1
Overall sense of fulfilment
7
4
3
Work-life balance
7
7
11 ↑
Exercise / physical activity habits
7 ↑
3
13 ↑
Work / career
6
7
7
Relationship with digital devices / social media
6
4
1
Income stability
5
7
9
Cost of living / daily expenses
4
7
7
Mental health
4
7
7
Ability to plan for the future
4
4
6
Housing situation
3
4
6
Everything
3
3
1
JP
Gen Z
Millennials
Gen X
Income stability
11
13
12
Ability to plan for the future
11 ↑
8
3
Mental health
10
9
10
Cost of living / daily expenses
9
8
14 ↑
Work / career
8
9
7
Friendship / social connections
8
6
4
Overall sense of fulfilment
7
4
6
School / education
7 ↑
3
1
Work-life balance
6
10 ↑
4
Exercise / physical activity habits
6
9
4
Physical health
6
5
13 ↑
Relationship with family
5
5
7
Everything
2
2
4
Housing situation
2
3
3
Relationship with digital devices / social media
1
4 ↑
6 ↑
Synthesized cross-market observations DRAFT
Family relationships anchor wellbeing outside China. "Relationship with family" as top going-well: US 11%, Korea 14%, Japan 16% — vs China at only 5%. The pattern strengthens with age in the other three markets (Millennials and Gen X score even higher).
School is a universal source of optimism this wave — statistically significant (↑) in all four markets. A rare cross-border signal: Gen Z's relationship with formal education may be warming after pandemic-era fatigue.
Physical health leads the Chinese "going-well" list (11%) — coherent with China's dominant priority on health throughout the dataset. Other markets cluster around 8%.
No single aspect dominates wellbeing anywhere. The top-ranked item tops out at 11–16%. Gen Z experiences wellbeing as multidimensional and fragmented rather than anchored to one domain — products that address multiple layers will outperform single-need plays.
Friendship matters most to Japan (11%) and Korea (9%, ↑) — reinforcing the belonging and relationship uplift in the value statements. Friends are functioning as a primary support system for East Asian Gen Z.
Q.24
Focus for the Coming 3-6 Months
Thinking ahead about the next 3-6 months, which aspects from the following list · will you focus on?
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Physical health
CN
33
US
27
KR
29
JP
28
Personal development
CN
32
US
29
KR
37
JP
14
Work/life balance
CN
26
US
29
KR
22
JP
21
Do things that I myself like to do
CN
24
US
20
KR
28
JP
41 ↑
Mental/Emotional health
CN
24
US
25
KR
29
JP
25
Time with family/friends
CN
23
US
31
KR
24
JP
30
Entertainment
CN
24
US
22
KR
11
JP
14
Travel and adventures
CN
19
US
14
KR
16
JP
21
Personal finance
CN
17
US
24
KR
32
JP
14
Being in nature
CN
17
US
18
KR
11 ↑
JP
11
Getting to know or use AI more
CN
16
US
13 ↑
KR
11
JP
13
Community-building
CN
12
US
—
KR
10 ↑
JP
9 ↑
Home improvement / renovation
CN
—
US
15
KR
—
JP
4
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Physical health
31
33
29
33
Personal development
35 ↑
33
29
32
Work/life balance
30 ↑
29 ↑
21
26
Do things that I myself like to do
29
33 ↑
25
24
Mental/Emotional health
-
-
22
24
Time with family/friends
26
26
23
23
Entertainment
26
29 ↑
22
24
Travel and adventures
22
23
25
19
Personal finance
20
16
15
17
Being in nature
20
21
19
17
Getting to know or use AI more
17
16
14
16
Community-building
14
14
10
12
US
24W1
24W2
25W1
25W2
Time with family/friends
39 ↑
40 ↑
30
31
Work/life balance
36 ↑
31
26
29
Personal development
31
34 ↑
27
29
Physical health
39 ↑
37 ↑
29
27
Mental/Emotional health
-
-
31 ↑
25
Personal finance
25
31 ↑
24
24
Entertainment
20
22
17
22
Do things that I myself like to do
31 ↑
32 ↑
24
20
Being in nature
19
18
18
18
Home improvement / renovation
-
-
11
15
Travel and adventures
21
19
19
14
Getting to know or use AI more
9
8
11 ↑
13 ↑
KR
24W1
24W2
25W1
25W2
Personal development
48 ↑
42 ↑
38
37
Personal finance
38 ↑
42 ↑
36
32
Physical health
30
28
30
29
Mental/Emotional health
-
-
28
29
Do things that I myself like to do
40 ↑
39 ↑
30
28
Time with family/friends
35 ↑
33 ↑
26
24
Work/life balance
31 ↑
33 ↑
29 ↑
22
Travel and adventures
23 ↑
22 ↑
15
16
Entertainment
11
12
11
11
Getting to know or use AI more
8
9
10
11
Being in nature
5
7
6
11 ↑
Community-building
7
6
7
10 ↑
JP
Gen Z
Millennials
Gen X
Do things that I myself like to do
41 ↑
30
31
Time with family/friends
30
28
24
Physical health
28
42 ↑
51 ↑
Mental/Emotional health
25
32
30
Travel and adventures
21
23
24
Work/life balance
21
25
19
Personal finance
14
18
23
Entertainment
14
16
17
Personal development
14
10
10
Getting to know or use AI more
13
13
16
Being in nature
11
13
9
Community-building
9 ↑
6
1
Home improvement / renovation
4
7
-
Synthesized cross-market observations DRAFT
Japan's top focus is dramatically different. "Do things I myself like to do" leads at 41% (↑) — 13 points above any other market's top item. Combined with high scores on rest (35%) and time with family/friends (30%), Japan's 25W2 reads as a self-directed recovery posture.
Korea is hyper-focused on self-betterment and money. Personal development 37% (highest of any market on any related metric) and Personal finance 32% (nearly double China's 17%). Gen Z in Korea is hedging against an uncertain labor market.
Physical health is China's non-negotiable anchor (33%, +4). Matches the going-well, outdoor, and exercise-lifestyle data points.
Family and friend time tops US focus (31%) while mid-table in Asia. With US's relationally-defined success, there's a consistent family-and-community anchor in US Gen Z life.
AI/tech literacy is rising everywhere (11–16%) — still below top-5 in any market, but a common upward direction. The next lifestyle priority tier.
Section
Lifestyle
All 4 markets · 25W2 latest-wave Gen Z
Q.25
Increased Time Spent by Activity
Thinking of how you typically spend time daily, which activities have you spent more time on in the past 6 months compared to earlier, and which ones have you spent less time on?
BASE · Among Gen Z (15-29) | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Browsing social media platforms (Douyin, WeChat, Weibo, Xiaohongshu, Bilibili, etc.)
CN
39 ↑
US
—
KR
—
JP
—
Personal interests and hobbies (things or activities you do for fun)
CN
30
US
—
KR
29
JP
—
Watching TV/movies at home
CN
27
US
34
KR
33
JP
24
Self-development (e.g. further learning after work/school or not required by work/school)
CN
26
US
—
KR
25
JP
12
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
CN
25
US
21
KR
18
JP
16 ↑
School / working at a paid job
CN
24
US
20
KR
13
JP
15 ↑
Resting / sleeping
CN
24
US
26
KR
38
JP
28
Time with friends
CN
21
US
31
KR
25 ↑
JP
24 ↑
Personal grooming (putting on makeup, shaving, etc.)
CN
16
US
20
KR
12
JP
20 ↑
Cooking
CN
15
US
24
KR
15
JP
16
Time with your spouse or significant other
CN
14
US
19
KR
15
JP
14
Reading a long-form book (fiction, non-fiction, poetry)
CN
14
US
15
KR
15
JP
9
None of the above
CN
10 ↑
US
2
KR
—
JP
10
Reading magazines or newspapers, online or offline
CN
6
US
13
KR
8
JP
10
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
CN
—
US
43
KR
39
JP
—
Personal interests and hobbies
CN
—
US
25
KR
—
JP
28
Self-development
CN
—
US
25
KR
—
JP
—
Browsing social media platforms
CN
—
US
—
KR
—
JP
40 ↑
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Browsing social media platforms (Douyin, WeChat, Weibo, Xiaohongshu, Bilibili, etc.)
39 ↑
42 ↑
32
39 ↑
Personal interests and hobbies (things or activities you do for fun)
33
35 ↑
29
30
Watching TV/movies at home
24
23
24
27
Self-development (e.g. further learning after work/school or not required by work/school)
31
36
29
26
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
25
29 ↑
22
25
School / working at a paid job
31
32
27
24
Resting / sleeping
22
22
23
24
Time with friends
22
21
22
21
Personal grooming (putting on makeup, shaving, etc.)
21 ↑
18
18
16
Cooking
16
16
17
15
Time with your spouse or significant other
15
12
12
14
Reading a long-form book (fiction, non-fiction, poetry)
-
-
15
14
None of the above
6
3
7
10 ↑
Reading magazines or newspapers, online or offline
15 ↑
16 ↑
14 ↑
6
US
24W1
24W2
25W1
25W2
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
43
40
38
43
Watching TV/movies at home
43
40
38
34
Time with friends
33
31
35
31
Resting / sleeping
36 ↑
38 ↑
31
26
Personal interests and hobbies
32 ↑
36 ↑
26
25
Self-development
30
32 ↑
26
25
Cooking
31
31
27
24
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
28
27
25
21
School / working at a paid job
30 ↑
27 ↑
21
20
Personal grooming (putting on makeup, shaving, etc.)
24
23
22
20
Time with your spouse or significant other
22
24
21
19
Reading a long-form book (fiction, non-fiction, poetry)
-
-
19
15
Reading magazines or newspapers, online or offline
18
17
15
13
None of the above
2
2
2
2
KR
24W1
24W2
25W1
25W2
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
42
38
44 ↑
39
Resting / sleeping
47 ↑
45 ↑
42
38
Watching TV/movies at home
36
38
38
33
Personal interests and hobbies (things or activities you do for fun)
34 ↑
32
31
29
Self-development (e.g. further learning after work/school or not required by work/school)
32 ↑
34 ↑
25
25
Time with friends
26 ↑
18
22 ↑
25 ↑
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
18
18
16
18
Time with your spouse or significant other
20 ↑
17
15
15
Cooking
14
16
14
15
Reading a long-form book (fiction, non-fiction, poetry)
-
-
14
15
School / working at a paid job
25 ↑
19 ↑
18 ↑
13
Personal grooming (putting on makeup, shaving, etc.)
14
13
11
12
Reading magazines or newspapers, online or offline
12 ↑
12 ↑
10
8
JP
Gen Z
Millennials
Gen X
Browsing social media platforms
40 ↑
37
26
Resting / sleeping
28
25
24
Personal interests and hobbies
28
23
23
Watching TV/movies at home
24
30
29
Time with friends
24 ↑
10
6
Personal grooming (putting on makeup, shaving, etc.)
20 ↑
11
7
Cooking
16
15
17
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
16 ↑
10
11
School / working at a paid job
15 ↑
6
4
Time with your spouse or significant other
14
24
14
Self-development (e.g. further learning after work/school or not required by work/school)
12
10
7
Reading magazines or newspapers, online or offline
10
13
4
None of the above
10
13
11
Reading a long-form book (fiction, non-fiction, poetry)
9
11
6
Synthesized cross-market observations DRAFT
Screen time dominates all four markets. Social media platforms lead: Japan 40% (↑), US 43%, Korea 39%, China 39% (↑). TV/movies at home comes second almost everywhere. The dominant lifestyle shift this wave is digital-first consumption, not outdoor re-engagement.
Korea shows the highest gain in time with friends (+3, ↑) — consistent with the belonging/relationship surge elsewhere. Japan also rises (+?, ↑). Both East Asian markets are re-investing in social time.
US Gen Z time allocation is broadly declining across most activities — TV -4, social -?, resting -5, cooking -3. Reads as recalibration of the pandemic-era overage across the board.
Japan's Millennials are the baseline here — note the ↑ markers on several items like "time outdoors," "school/paid job," "personal grooming" — meaning Gen Z under-indexes the older Japanese cohorts on these. A quieter, more sedentary Gen Z profile.
China's solitary-activity tilt is pronounced. Top 7 activities are largely solitary or self-directed: social media, personal interests, TV, self-development, outdoors (alone), school/work, rest. Social time with friends ranks lower than in any other market.
Q.26
Drivers of Time Investment in Self-Development
You mentioned that in the past 6 months, you’ve spent more time on actively learning outside work / school (such as a new skill or knowledge through online courses/by yourself). What are the most important or relevant reasons for that?
BASE · Among Gen Z (15-29) | Answer Selections = 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
[Personal growth] Acquiring new skills can enhance my life and personal growth
CN
47
US
39
KR
48
JP
51
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
CN
39 ↑
US
34
KR
27
JP
39
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
CN
39
US
—
KR
29 ↑
JP
18
[Enhancing career] Acquiring new skills can help enhance my career
CN
36
US
32
KR
38
JP
44
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
CN
34
US
38
KR
43
JP
—
[Mental health] To relieve stress from work / school and manage negative emotions better
CN
26
US
23
KR
23
JP
23
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
CN
26
US
30
KR
18
JP
22
[Inspiration from social] I was inspired by what I saw people are doing on social media
CN
22
US
21
KR
28 ↑
JP
22
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
CN
17
US
21
KR
18
JP
16
[Better use of time] I want to use my time better outside work / school
CN
15
US
32
KR
27
JP
31
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent freelancer
CN
—
US
31
KR
—
JP
—
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job
CN
—
US
—
KR
—
JP
31
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
[Personal growth] Acquiring new skills can enhance my life and personal growth
-
46
42
47
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
-
30
35
39 ↑
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
-
32
31
39
[Enhancing career] Acquiring new skills can help enhance my career
-
29
29
36
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
-
38
32
34
[Mental health] To relieve stress from work / school and manage negative emotions better
-
28
28
26
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
-
27
30
26
[Inspiration from social] I was inspired by what I saw people are doing on social media
-
27
28
22
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
-
24
20
17
[Better use of time] I want to use my time better outside work / school
-
19
25 ↑
15
US
24W1
24W2
25W1
25W2
[Personal growth] Acquiring new skills can enhance my life and personal growth
-
39
43
39
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
-
29
38
38
[Value of autonomy] It's a way of me prioritizing independence, self-reliance and personal freedom
-
36
39
34
[Enhancing career] Acquiring new skills can help enhance my career
-
35
33
32
[Better use of time] I want to use my time better outside work / school
-
33
32
32
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent freelancer
-
38
33
31
[Sense of belonging] It's a way of getting to know people who have similar interests or hobbies
-
21
26
30
[Mental health] To relieve stress from work / school and manage negative emotions better
-
31
21
23
[Diverse interests] My work / school doesn't give me strong enough sense of fulfillment
-
19
16
21
[Inspiration from social] I was inspired by what I saw people are doing on social media
-
17
21
21
KR
24W1
24W2
25W1
25W2
[Personal growth] Acquiring new skills can enhance my life and personal growth
-
52
55
48
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
-
42
42
43
[Enhancing career] Acquiring new skills can help enhance my career
-
41
45
38
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
-
25 ↑
17
29 ↑
[Inspiration from social] I was inspired by what I saw people are doing on social media
-
18
20
28 ↑
[Better use of time] I want to use my time better outside work / school
-
33
32
27
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
-
30
22
27
[Mental health] To relieve stress from work / school and manage negative emotions better
-
18
20
23
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
-
20
24
18
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
-
20
22
18
JP
Gen Z
Millennials
Gen X
[Personal growth] Acquiring new skills can enhance my life and personal growth
51
58
100
[Enhancing career] Acquiring new skills can help enhance my career
44
31
60
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
39
38
20
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job
31
31
20
[Better use of time] I want to use my time better outside work / school
31
19
20
[Mental health] To relieve stress from work / school and manage negative emotions better
23
23
-
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
22
27
40
[Inspiration from social] I was inspired by what I saw people are doing on social media
22
23
20
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
18
19
-
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
16
31
20
Synthesized cross-market observations DRAFT
Personal growth is the universal anchor motivation — 47–51% across all four markets, the clear #1 reason everywhere. Self-development is not market-specific in its fundamental drive.
Entrepreneurial spirit is a distinctly Chinese (39%) and Korean (29%, +12) story — and growing fast in Korea. US/Japan don't register meaningfully here. In China and Korea, learning is increasingly framed as economic self-insurance.
Stress relief is flat-to-rising across all four markets (22–26%). Self-development is functioning as both career tool and mental health practice — a dual use not captured by either framing alone.
"Better use of time" is a non-Chinese motivator (US 32%, KR 27%, JP 31% vs China 15%, -10). Chinese Gen Z doesn't frame learning as time-optimization — possibly because the growth motivation is more identity-driven there.
Q.27
Drivers of Time Investment in Personal Interests
You mentioned spending more time on personal interests/hobbies. What are the most important reasons?
BASE · Among Gen Z who spent more time on personal interests | Answer Selections = 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
They bring me happiness
CN
63 ↑
US
66
KR
57
JP
65
They align with my personal belief and values
CN
50
US
36
KR
39
JP
42
To relieve stress from work / school
CN
45 ↑
US
47
KR
54
JP
57
It's a way of getting to know people with similar interests
CN
40
US
35
KR
—
JP
—
To use my time better outside work/school
CN
37
US
—
KR
—
JP
—
I was inspired by what I saw people are doing on social media
CN
33
US
34 ↑
KR
36 ↑
JP
34
It's a way of me prioritizing independence, self-reliance and personal freedom
CN
32
US
41
KR
—
JP
—
I want to use my time better outside work / school
CN
—
US
41
KR
36 ↑
JP
34
It's a way of me prioritizing independence
CN
—
US
—
KR
43
JP
33
It’s a way of getting to know people who have similar interests or hobbies
CN
—
US
—
KR
34
JP
35
Raw data tables · per market
CN
24W2
25W1
25W2
They bring me happiness
49
50
63 ↑
They align with my personal belief and values
43
42
50
To relieve stress from work / school
34
33
45 ↑
It's a way of getting to know people with similar interests
36
37
40
To use my time better outside work/school
42 ↑
32
37
I was inspired by what I saw people are doing on social media
28
35
33
It's a way of me prioritizing independence, self-reliance and personal freedom
44 ↑
41 ↑
32
US
24W2
25W1
25W2
They bring me happiness
63
58
66
To relieve stress from work / school
52
49
47
It's a way of me prioritizing independence, self-reliance and personal freedom
41
47
41
I want to use my time better outside work / school
36
36
41
They align with my personal belief and values
36
32
36
It's a way of getting to know people with similar interests
27
31
35
I was inspired by what I saw people are doing on social media
25
22
34 ↑
KR
24W2
25W1
25W2
They bring me happiness
69 ↑
67 ↑
57
To relieve stress from work / school
47
46
54
It's a way of me prioritizing independence
47
46
43
They align with my personal belief and values
35
34
39
I was inspired by what I saw people are doing on social media
20
30 ↑
36 ↑
I want to use my time better outside work / school
23
24
36 ↑
It’s a way of getting to know people who have similar interests or hobbies
28
29
34
JP
Gen Z
Millennials
Gen X
They bring me happiness
65
53
31
To relieve stress from work / school
57
58
50
They align with my personal belief and values
42
58
63
It’s a way of getting to know people who have similar interests or hobbies
35
28
13
I want to use my time better outside work / school
34
32
63
I was inspired by what I saw people are doing on social media
34
27
19
It’s a way of me prioritizing independence
33
43
63
Synthesized cross-market observations DRAFT
Happiness is the universal top driver — 57–66% across all four markets. Personal interests are fundamentally hedonic everywhere; career and identity framings are secondary.
Chinese Gen Z shows the sharpest wave-on-wave surge in happiness as driver (+13) and stress relief (+12). Signal: hobbies are increasingly critical for emotional regulation — not just pastimes.
Social-media inspiration is rising in US (+12 ↑), Korea (+6 ↑), Japan (stable) — while flat in China. Gen Z outside China is increasingly getting hobby ideas from content they see others doing online.
"Aligning with personal values" differs between markets. China over-indexes at 50%, US at 36%, Korea 39%, Japan 42%. Chinese Gen Z hobbies are more explicitly identity-aligned — consistent with the authenticity value statement surge.
Q.28
Regular Go-To Activities
Over the past 6 months, which of the following activities have you engaged in regularly?
BASE · Among Gen Z (15-29) | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Exercise, overall health management (e.g. jogging, walking)
CN
50 ↑
US
—
KR
—
JP
—
Resting, not doing much or doing less
CN
38 ↑
US
26
KR
35
JP
37
Socializing, connecting with others (e.g. going to restaurants)
CN
37
US
—
KR
—
JP
—
Self-development activities (e.g. reading, learning a new skill)
CN
34
US
28
KR
34
JP
18
Entertainment, arts, culture related (e.g. watching movies)
CN
33
US
—
KR
—
JP
—
Travel somewhere for fun, not for business
CN
29
US
19
KR
16
JP
20
Outdoor activities (e.g. hiking, camping)
CN
28
US
—
KR
—
JP
—
Sports (e.g. basketball, soccer, skateboarding)
CN
23
US
28
KR
18
JP
20
Visiting places recommended by friends or social media
CN
18
US
—
KR
—
JP
—
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
CN
—
US
41
KR
29
JP
37 ↑
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
CN
—
US
38
KR
31
JP
36 ↑
Exercise, overall health management (e.g. jogging, walking, strength training)
CN
—
US
33
KR
34
JP
25
Visiting places that recommend by friends or social media
CN
—
US
25
KR
21 ↑
JP
16
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
CN
—
US
24
KR
18 ↑
JP
15
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Exercise, overall health management (e.g. jogging, walking)
42 ↑
43 ↑
37
50 ↑
Resting, not doing much or doing less
31
37 ↑
34
38 ↑
Socializing, connecting with others (e.g. going to restaurants)
40 ↑
36
35
37
Self-development activities (e.g. reading, learning a new skill)
33
38 ↑
30
34
Entertainment, arts, culture related (e.g. watching movies)
33
33
34
33
Travel somewhere for fun, not for business
29
32
29
29
Outdoor activities (e.g. hiking, camping)
29
32
28
28
Sports (e.g. basketball, soccer, skateboarding)
24
25
22
23
Visiting places recommended by friends or social media
22 ↑
19
22
18
US
24W1
24W2
25W1
25W2
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
35
42
39
41
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
40
42
37
38
Exercise, overall health management (e.g. jogging, walking, strength training)
37
37
37
33
Sports (e.g. basketball, soccer, skateboarding)
29
26
28
28
Self-development activities (e.g. reading, learning a new skill)
31
35 ↑
28
28
Resting, not doing much or doing less
36 ↑
39 ↑
25
26
Visiting places that recommend by friends or social media
21
19
25
25
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
31
31
30
24
Travel somewhere for fun, not for business
18
22
23 ↑
19
KR
24W1
24W2
25W1
25W2
Resting, not doing much or doing less
47 ↑
45 ↑
46 ↑
35
Exercise, overall health management (e.g. jogging, walking, strength training)
39
46 ↑
37
34
Self-development activities (e.g. reading, learning a new skill)
31
34
33
34
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
33 ↑
34 ↑
26
31
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
31
29
29
29
Visiting places that recommend by friends or social media
16
20 ↑
19
21 ↑
Sports (e.g. basketball, soccer, skateboarding)
17
20
16
18
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
14
18 ↑
15
18 ↑
Travel somewhere for fun, not for business
15
20 ↑
16
16
JP
Gen Z
Millennials
Gen X
Resting, not doing much or doing less
37
43
43
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
37 ↑
23
23
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
36 ↑
34
21
Exercise, overall health management (e.g. jogging, walking, strength training)
25
26
30
Travel somewhere for fun, not for business
20
26
17
Sports (e.g. basketball, soccer, skateboarding)
20
19
17
Self-development activities (e.g. reading, learning a new skill)
18
16
17
Visiting places that recommend by friends or social media
16
14
13
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
15
15
10
Synthesized cross-market observations DRAFT
Exercise/health leads for Chinese Gen Z (50%, ↑, +13) — the single largest wave-on-wave jump in any regular-activity metric across any market. Coherent with physical-health priority and with the outdoor/running surges.
Socializing leads for US (41%) and Japan (37%, ↑). Korea's lead is entertainment/arts (31%, +5). Each market has a different default activity — not one shared pattern.
Resting-as-activity ranges widely. Japan 37%, Korea 35%, China 38% (↑, +4), US 26%. Rest is a recognized, named activity for East Asian Gen Z in a way it isn't (yet) for US Gen Z.
Travel-for-fun is highest in China (29%) despite travel being flat elsewhere. Korea 16%, US 19%, Japan 20% — all markedly lower than China.
Q.29
Exercises / Fitness
Which specific types of exercise/fitness activities do you engage in regularly in the past 6 months?
BASE · Among Gen Z who exercise | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Walking in the city/neighborhood or park in a leisure way
CN
64 ↑
US
48
KR
44
JP
50
Biking around the city/neighborhood in a leisure way
CN
36
US
22
KR
25 ↑
JP
20
Working out in the gym by myself (without a trainer)
CN
29
US
41
KR
43
JP
32
Exercises at home using an App
CN
24
US
33
KR
25
JP
35
Working out in the gym with a trainer
CN
14
US
28
KR
15
JP
14
Activities for meditating/healing purpose
CN
16
US
—
KR
—
JP
—
Group exercise, fitness/workout class, yoga class
CN
12
US
—
KR
—
JP
—
Skateboarding around the city/neighborhood
CN
14
US
—
KR
—
JP
—
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
CN
—
US
27
KR
25
JP
22
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
CN
—
US
24
KR
14
JP
18
Skateboarding around the city/neighborhood in a leisure way
CN
—
US
18 ↑
KR
15 ↑
JP
5
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Walking in the city/neighborhood or park in a leisure way
55
50
48
64 ↑
Biking around the city/neighborhood in a leisure way
30
31
37 ↑
36
Working out in the gym by myself (without a trainer)
32
33
30
29
Exercises at home using an App
22
26
25
24
Working out in the gym with a trainer
18
18
24 ↑
14
Activities for meditating/healing purpose
17
19
21
16
Group exercise, fitness/workout class, yoga class
19 ↑
18
15
12
Skateboarding around the city/neighborhood
16
16
22 ↑
14
US
24W1
24W2
25W1
25W2
Walking in the city/neighborhood or park in a leisure way
52
52
53
48
Working out in the gym by myself (without a trainer)
34
41
39
41
Exercises at home using an App
27
25
33
33
Working out in the gym with a trainer
22
16
27
28
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
20
19
25
27
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
25
27
25
24
Biking around the city/neighborhood in a leisure way
19
20
20
22
Skateboarding around the city/neighborhood in a leisure way
13
10
10
18 ↑
KR
24W1
24W2
25W1
25W2
Walking in the city/neighborhood or park in a leisure way
51
54 ↑
61 ↑
44
Working out in the gym by myself (without a trainer)
41
43
39
43
Exercises at home using an App
24
24
28
25
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
21
23
22
25
Biking around the city/neighborhood in a leisure way
16
18
19
25 ↑
Working out in the gym with a trainer
13
16
13
15
Skateboarding around the city/neighborhood in a leisure way
5
9
7
15 ↑
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
14
16
13
14
JP
Gen Z
Millennials
Gen X
Walking in the city/neighborhood or park in a leisure way
50
53
62
Exercises at home using an App
35
46
38
Working out in the gym by myself (without a trainer)
32
38
29
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
22
19
5
Biking around the city/neighborhood in a leisure way
20
16
14
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
18
15
5
Working out in the gym with a trainer
14
16
5
Skateboarding around the city/neighborhood in a leisure way
5
6
-
Synthesized cross-market observations DRAFT
Leisure walking surges in China (+16, ↑) — now 64%, far outpacing the other markets (US 48%, KR 44%, JP 50%). Low-barrier, accessible outdoor activity is becoming the default for Chinese Gen Z fitness.
Gym-with-trainer is collapsing in China (-10) while holding or growing in the US (28%) and Japan (14%). Chinese Gen Z is rotating out of structured/paid fitness formats toward free, self-paced options.
Gym workouts alone lead outside China — US 41%, Korea 43%, Japan 32%. Solo gym culture is the Western/Japanese norm; Chinese Gen Z over-indexes on outdoor alternatives.
Biking is distinctly Chinese (36%) — more than 1.5x any other market. Reflects the infrastructure and share-bike ecosystem in Chinese cities.
Q.30
Sports
Which specific sports activities do you engage in regularly in the past 6 months?
BASE · Among Gen Z who do sports | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Water sports (e.g. standup paddle boarding, surfing, diving)
2
10 ↑
-
Action sports (BMX, motocross, etc.)
2
4
-
Long board / free board
2
2
-
Skateboarding (traditional board)
2
2
-
Ultimate frisbee
2
-
-
HYROX
1
2
-
Padel
1
-
-
Synthesized cross-market observations DRAFT
Running is now a Chinese cultural phenomenon — 56% (↑, +28). An almost unprecedented single-wave jump. Running clubs are likely the vector; running is becoming a social identity, not just exercise.
Soccer unifies Korea (31%) and Japan (24%) as the #1 East Asian sport. Basketball is the Chinese (40%, ↑) and US (35%) #1. Clear cultural sport divides — matters for brand partnership strategy.
E-sports is dominant in Korea (31%) — more than double China (15%), US (14%), Japan (15%). The mature Korean e-sports infrastructure shows in Gen Z participation rates.
Japan shows the lowest participation across almost every sport. Combined with the low outdoor scores, Japanese Gen Z is systematically less physically active than their cross-market peers this wave.
Mass/established sports are expanding fastest in China (92%, ↑, +14) — near saturation among sport-engaged Gen Z. The country's broader sports participation push is showing up in the data.
Q.31
Outdoor Activities
What outdoor activities did you do regularly in the past 6 months?
BASE · Among Gen Z (15-29) | Answer Selections <=3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
City walks, walk in the park
CN
40 ↑
US
29
KR
46
JP
—
Hiking
CN
36
US
29
KR
19
JP
23
Camping
CN
32 ↑
US
27
KR
17
JP
27
Biking/Cycling
CN
39
US
21
KR
25
JP
28
Streetball
CN
11
US
13
KR
10 ↑
JP
7
Fishing
CN
9
US
22
KR
11
JP
11
Skiing
CN
9
US
8
KR
10
JP
14
Street dance
CN
8
US
11
KR
10
JP
9
Ice-skating
CN
6
US
11 ↑
KR
9 ↑
JP
8
Surfing
CN
5
US
7
KR
9
JP
4
Glamping
CN
4
US
8
KR
15
JP
14
River trekking
CN
4
US
14 ↑
KR
7
JP
4
Stand-up paddle board
CN
4
US
8 ↑
KR
6
JP
4
Ultimate frisbee
CN
3
US
5
KR
10 ↑
JP
2
Flag football
CN
3
US
20 ↑
KR
3
JP
5
Snowboarding
CN
3
US
11
KR
10
JP
8
City walks
CN
—
US
—
KR
—
JP
57
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
City walks, walk in the park
31 ↑
25
20
40 ↑
Hiking
41 ↑
36
32
36
Camping
25
20
25
32 ↑
Biking/Cycling
39
42
39
39
Streetball
11
11
11
11
Fishing
18 ↑
15
17 ↑
9
Skiing
6
7
10
9
Street dance
7
8
9
8
Ice-skating
8
8
5
6
Surfing
8
7
10
5
Glamping
6
5
10 ↑
4
River trekking
5
5
3
4
Stand-up paddle board
4
5
5
4
Ultimate frisbee
5
6
6
3
Flag football
5
4
2
3
Snowboarding
3
5
5
3
Glamping
6
5
10 ↑
4
US
24W1
24W2
25W1
25W2
City walks, walk in the park
37
42 ↑
35
29
Hiking
31
32
34
29
Camping
22
25
29
27
Fishing
24
26
25
22
Biking/Cycling
23
29
24
21
Flag football
16
11
18
20 ↑
River trekking
5
3
7
14 ↑
Streetball
13
8
13
13
Ice-skating
5
8
7
11 ↑
Street dance
11
8
7
11
Snowboarding
6
8
8
11
Glamping
9
6
5
8
Skiing
7
5
6
8
Stand-up paddle board
7 ↑
3
6
8 ↑
Surfing
9
7
7
7
Ultimate frisbee
3
3
4
5
KR
24W1
24W2
25W1
25W2
City walks, walk in the park
59 ↑
59 ↑
48
46
Biking/Cycling
21
20
28
25
Hiking
12
17
17
19
Camping
20
28 ↑
25
17
Glamping
16
17
14
15
Fishing
14
14
13
11
Skiing
6
8
15 ↑
10
Snowboarding
5
5
10
10
Ultimate frisbee
3
5
4
10 ↑
Streetball
4
5
6
10 ↑
Street dance
6
7
7
10
Ice-skating
5
3
5
9 ↑
Surfing
4
8
5
9
River trekking
10
5
11
7
Stand-up paddle board
5
5
8
6
Flag football
8
8
3
3
JP
Gen Z
Millennials
Gen X
City walks
57
50
29
Biking/Cycling
28
28
14
Camping
27
28
29
Hiking
23
35
57
Glamping
14
10
-
Skiing
14
25
-
Fishing
11
28
43
Street dance
9
3
14
Snowboarding
8
15
14
Ice-skating
8
-
-
Streetball
7
3
-
Flag football
5
-
-
Surfing
4
5
-
Stand-up paddle board
4
-
14
River trekking
4
-
14
Ultimate frisbee
2
3
-
Synthesized cross-market observations DRAFT
City walks is the universal outdoor leader — China 40% (↑, +20), Japan 57%, US 29%, Korea 46%. A dramatic Chinese surge this wave brings it near Korean and Japanese levels. Urban ambient walking is the new shared Gen Z behavior.
Camping is distinctly Asian. China 32% (↑), Japan 27%, Korea 17% vs US 27% — but the category meaning differs: glamping is much bigger in Korea (15%) and Japan (14%) than China (4%) or US (8%).
Hiking splits sharply across markets. China 36%, US 29%, Japan 23%, Korea 19%. The Korean low is notable given the country's hiking culture among older generations — suggests a generational hand-off happening.
Fishing is a US outlier (22%) — 2x to 3x the other markets. A persistent, culturally-embedded activity that doesn't translate elsewhere.
Novel niche outdoor activities (ultimate frisbee, river trekking, flag football) over-index in the US (5–20%) while Korea shows higher entry on niche activities like ultimate frisbee (10%, ↑). These are pilots/early signals worth tracking.
Q.32
Domestic / International Travel Destinations
What types of destinations did you visit during your trip?
BASE · Among Gen Z who traveled domestically | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Domestic destinations, not including staycations
CN
87 ↑
US
55
KR
67
JP
88
Staycations
CN
27
US
38
KR
30
JP
23
International destinations
CN
26
US
29
KR
49
JP
30
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Domestic destinations, not including staycations
71
79
73
87 ↑
Staycations
47 ↑
37
37
27
International destinations
21
20
22
26
US
24W1
24W2
25W1
25W2
Domestic destinations, not including staycations
57
63
56
55
Staycations
48
51
44
38
International destinations
36
32
28
29
KR
24W1
24W2
25W1
25W2
Domestic destinations, not including staycations
75
75
69
67
International destinations
44
54 ↑
39
49
Staycations
33
31
28
30
JP
Gen Z
Millennials
Gen X
Domestic destinations, not including staycations
88
93
92
International destinations
30
33
25
Staycations
23
25
-
Synthesized cross-market observations DRAFT
Domestic travel dominates everywhere — but the intensity varies: Japan 88%, China 87% (↑, +14), Korea 67%, US 55%. The US is the domestic travel outlier on the low side, probably reflecting the size of discretionary domestic options vs proximity of international ones.
International travel peaks in Korea (49%, +10) and is growing there fastest — consistent with high interest in learning from abroad and Korean Gen Z's financial vigilance (seeking value in currency).
Staycations cluster around 25–38% with US leading (38%) — Americans are more likely to recast "not traveling far" as a legitimate leisure mode.
Q.33
Types of Destinations
What types of destinations did you visit during your trip? · What types of destinations did you visit during your trip?
BASE · Among Gen Z (15-29) | Multiple Selections | Response in % | Among Gen Z who traveled internationally | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Well-known nature (mountains, lakes, etc.)
CN
76 ↑
US
51
KR
42
JP
62
Theme parks (e.g. Universal Studio, Disney)
CN
62
US
—
KR
—
JP
—
Cosmopolitan urban city (e.g. Shanghai, Beijing)
CN
60 ↑
US
—
KR
—
JP
—
Remote, niche nature that are not widely discussed
CN
34
US
—
KR
—
JP
—
Small towns/villages
CN
25
US
38
KR
46 ↑
JP
28
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
CN
—
US
45
KR
31
JP
—
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
CN
—
US
41
KR
—
JP
—
Remote, niche nature that are not discussed much among friends or on social media
CN
—
US
27
KR
26
JP
22
Theme parks
CN
—
US
—
KR
46 ↑
JP
46
Cosmopolitan urban city
CN
—
US
—
KR
—
JP
44
Raw data tables · per market
CN
24W2
25W1
25W2
Well-known nature (mountains, lakes, etc.)
65
61
76 ↑
Theme parks (e.g. Universal Studio, Disney)
64 ↑
52
62
Cosmopolitan urban city (e.g. Shanghai, Beijing)
44
55 ↑
60 ↑
Remote, niche nature that are not widely discussed
33
24
34
Small towns/villages
27 ↑
17
25
CN
24W2
25W1
25W2
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
74
61
73
Well-known nature (mountains, lakes, etc.)
54
50
71 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
59
52
65
Remote, niche nature that are not discussed much among friends or on social media
33
33
21
Small towns/villages
28
26
15
US
24W2
25W1
25W2
Well-known nature (mountains, lakes, etc.)
46
51
51
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
48
35
45
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
50
49
41
Small towns/villages
35
39
38
Remote, niche nature that are not discussed much among friends or on social media
31
22
27
US
24W2
25W1
25W2
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
55
45
49
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
53
51
46
Well-known nature (mountains, lakes, etc.)
49
43
46
Small towns/villages
34
36
38
Remote, niche nature that are not discussed much among friends or on social media
28
38
30
US
24W2
25W1
25W2
Remote, niche nature that are not discussed much among friends or on social media
43
29
53 ↑
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
40
41
49
Well-known nature (mountains, lakes, etc.)
43
56
41
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
32
41
33
Small towns/villages
48
45
33
KR
24W2
25W1
25W2
Theme parks
22
41 ↑
46 ↑
Small towns/villages
39
30
46 ↑
Well-known nature (mountains, lakes, etc.)
61 ↑
49
42
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
30
42
31
Remote, niche nature that are not discussed much among friends or on social media
15
19
26
KR
24W2
25W1
25W2
Well-known nature (mountains, lakes, etc.)
39
40
62 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
73
71
60
Theme parks
39
43
40
Small towns/villages
31
31
25
Remote, niche nature that are not discussed much among friends or on social media
13
19
21
KR
24W2
25W1
25W2
Theme parks
33
37
59 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
25
50 ↑
44
Small towns/villages
46
53
41
Well-known nature (mountains, lakes, etc.)
52
50
41
Remote, niche nature that are not discussed much among friends or on social media
17
10
25
JP
Gen Z
Millennials
Gen X
Well-known nature (mountains, lakes, etc.)
62
59
55
Theme parks
46
48
45
Cosmopolitan urban city
44
38
18
Small towns/villages
28
23
27
Remote, niche nature that are not discussed much among friends or on social media
22
23
9
JP
Gen Z
Millennials
Gen X
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
85
65
67
Well-known nature (mountains, lakes, etc.)
53
48
33
Theme parks
35
57
33
Remote, niche nature that are not discussed much among friends or on social media
28
22
-
Small towns/villages
25
17
33
Synthesized cross-market observations DRAFT
Well-known nature destinations lead for Chinese (76%, ↑, +15) and Japanese (62%) Gen Z. Cosmopolitan urban trips lead for US Gen Z (45%, +10). Classic East-meets-West split: nature-anchored vs city-anchored tourism.
Small towns/villages is a surging Korean category (46%, ↑, +16) — 8 to 18 points above the other markets. A deliberate pivot toward slower, less urban destinations by Korean Gen Z this wave.
Theme parks are a big driver in China (62%, +10) and Korea (46%, ↑) — part of Disney-era entertainment consumption. US Gen Z theme park interest is flat-to-declining (-8).
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Among Gen Z who traveled domestically | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
I travel regularly so I didn't have a specific goal
CN
48
US
17
KR
36
JP
57
For some other cultural events
CN
40 ↑
US
24
KR
32 ↑
JP
22 ↑
For a concert (e.g. Fuji Rock Festival)
CN
33
US
39 ↑
KR
—
JP
—
For a film festival
CN
29
US
17
KR
14
JP
7
To relax on the beach / in the hotel
CN
29
US
52
KR
40
JP
29
To watch a sports event
CN
22
US
34 ↑
KR
11
JP
12
To participate in a sports event
CN
16
US
—
KR
—
JP
7
To participate in a sports event (e.g. marathon, triathlon, ski)
CN
—
US
27
KR
15
JP
—
Cruise ship trip
CN
—
US
20
KR
14
JP
6
For a concert
CN
—
US
—
KR
24 ↑
JP
17
Raw data tables · per market
CN
24W2
25W1
25W2
I travel regularly so I didn't have a specific goal
45
43
48
For some other cultural events
28
21
40 ↑
For a concert (e.g. Fuji Rock Festival)
38
33
33
For a film festival
23
23
29
To relax on the beach / in the hotel
24
28
29
To watch a sports event
25
23
22
To participate in a sports event
17
19
16
CN
24W2
25W1
25W2
I travel regularly so I didn’t have a specific goal
30
43
40
For some other cultural events
24
22
38
For a concert (e.g. Fuji Rock Festival)
46
37
35
To relax on the beach / in the hotel
33
37
35
To participate in a sports event (e.g. marathon, triathlon, ski)
37
33
29
To watch a sports event
37
26
21
Cruise ship trip
15
20
21
For a film festival
22
28
19
US
24W2
25W1
25W2
To relax on the beach / in the hotel
43
53
52
For a concert (e.g. Fuji Rock Festival)
27
19
39 ↑
To watch a sports event
20
17
34 ↑
To participate in a sports event (e.g. marathon, triathlon, ski)
17
15
27
For some other cultural events
33
24
24
Cruise ship trip
13
24
20
For a film festival
15
17
17
I travel regularly so I didn’t have a specific goal
39 ↑
31 ↑
17
US
24W2
25W1
25W2
I travel regularly so I didn’t have a specific goal
26
40
35
To relax on the beach / in the hotel
40
40
32
For some other cultural events
43 ↑
21
30
To participate in a sports event (e.g. marathon, triathlon, ski)
25
26
30
For a concert (e.g. Fuji Rock Festival)
26
32
24
To watch a sports event
26
19
24
For a film festival
23
23
19
Cruise ship trip
17
26
19
KR
24W2
25W1
25W2
To relax on the beach / in the hotel
44
45
40
I travel regularly so I didn’t have a specific goal
46
43
36
For some other cultural events
20
15
32 ↑
For a concert
7
14
24 ↑
To participate in a sports event (e.g. marathon, triathlon, ski)
12
16
15
For a film festival
8
12
14
Cruise ship trip
8
12
14
To watch a sports event
10
11
11
KR
24W2
25W1
25W2
I travel regularly so I didn’t have a specific goal
47
45
48
To relax on the beach / in the hotel
47
38
40
For some other cultural events
22
26
31
For a concert
10
12
19
To participate in a sports event (e.g. marathon, triathlon, ski)
12
21
15
To watch a sports event
14
7
15
Cruise ship trip
11
7
15
For a film festival
4
14 ↑
12
JP
Gen Z
Millennials
Gen X
I travel regularly so I didn’t have a specific goal
57
48
27
To relax on the beach / in the hotel
29
45
36
For some other cultural events
22 ↑
9
9
For a concert
17
17
9
To watch a sports event
12
13
9
To participate in a sports event
7
14
-
For a film festival
7
6
-
Cruise ship trip
6
13
-
JP
Gen Z
Millennials
Gen X
I travel regularly so I didn’t have a specific goal
55
22
67
To relax on the beach / in the hotel
45
48
-
For some other cultural events
20
9
-
To watch a sports event
18
26
-
For a concert
15
30
-
To participate in a sports event
13
26
-
For a film festival
13
17
-
Cruise ship trip
10
17
-
Synthesized cross-market observations DRAFT
"I travel regularly without a specific goal" is the habitual Asian pattern. Japan 57%, China 48%, Korea 36% — vs US only 17% (-14). US travel is much more event-triggered (concerts +20 ↑, sports +17 ↑).
Music concerts are the surging trigger for US Gen Z (39%, ↑, +20) and Korea (24%, ↑, +10). The rise of tour-driven travel is a cross-market phenomenon but anchored most visibly in the US.
Cultural events trigger travel across 3 of 4 markets — China 40% (↑, +19), Korea 32% (↑, +17), Japan 22% (↑). US is the exception (24%, no change). Cultural-event tourism is an Asia-led behavior shift.
Beach/hotel relaxation is the US's strongest motivator (52%) — nearly 2x the other markets. Matches the US "being happy with who I am" success frame.
Q.35
Entertainment, Arts, Culture
Which entertainment, arts, culture activities do you engage in regularly?
BASE · Among Gen Z who do entertainment/arts/culture | Multiple selections | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Going to store events (e.g. store opening, collaborations events, pop-up stores)
21
16
20
Visiting museums, or art exhibits
15
26
20
Outdoor movie night/event
9
8
7
Walking tours
8
8
7
Attending sharing events of personal experience, knowledge, books, etc.
5
10
-
Synthesized cross-market observations DRAFT
Cinema made a dramatic Chinese comeback. 51% (↑, +11) watching movies in a cinema — leading all other markets (US 30%, Japan 40%, Korea 47%). Post-pandemic theatrical experiences are more back-to-normal in China than the US.
Shopping-as-entertainment is growing everywhere except Korea. China 44% (↑, +11), US 39%, Japan 39%, Korea 37%. Retail experience is functioning as cultural consumption for Gen Z.
Live performance attendance is highest in Japan (32%) — concerts, shows, theaters. Matches Japan's entertainment-service spending priority.
Museums and art exhibits lead in China (19%) and Korea (19%). US and Japan sit slightly below. Chinese and Korean museums have made themselves more Gen Z-relevant this cycle.
Q.36
Socializing
What are some activities to socialize and connect with others that you did the most in the past 6 months?
BASE · Among Gen Z (15-29) | Answer Selections <= 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Go to restaurants/bars
CN
41
US
32
KR
40
JP
41
Shopping together
CN
38
US
37
KR
27
JP
47
Playing video games with friends
CN
36 ↑
US
42 ↑
KR
31 ↑
JP
25
Go to coffee shops
CN
33 ↑
US
26
KR
41
JP
40 ↑
Going to park / picnic together
CN
27
US
23
KR
20
JP
15
Social events with people of shared traits/features, e.g. MBTI theme social / i人聚会
CN
19
US
—
KR
—
JP
—
Go to museums or exhibits together
CN
15
US
12
KR
15 ↑
JP
12
Hosting friends and make drinks at home / Home bars 家庭酒馆
CN
15
US
—
KR
—
JP
—
Neighborhood events or activities
CN
15
US
12
KR
11
JP
6
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
CN
14
US
—
KR
21 ↑
JP
—
Volunteering
CN
8
US
9
KR
5
JP
6
Social events with fellow pet owners
CN
6
US
9
KR
8
JP
7
Hosting friends and make drinks at home / Home bars
CN
—
US
26
KR
15 ↑
JP
4
Playing board game at home/friends’ home or at boardgame bars
CN
—
US
22
KR
—
JP
21
Social events with people of shared traits/features
CN
—
US
17
KR
—
JP
—
Social events with people of shared traits/features, e.g. MBTI theme social
CN
—
US
—
KR
13
JP
5
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Go to restaurants/bars
33
33
36
41
Shopping together
38
35
35
38
Playing video games with friends
25
27
26
36 ↑
Go to coffee shops
27
28
23
33 ↑
Going to park / picnic together
30
31
31
27
Social events with people of shared traits/features, e.g. MBTI theme social / i人聚会
20
19
19
19
Go to museums or exhibits together
17
19
15
15
Hosting friends and make drinks at home / Home bars 家庭酒馆
14
19
19
15
Neighborhood events or activities
12
13
13
15
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
17
17
23 ↑
14
Volunteering
10
11
11
8
Social events with fellow pet owners
10
13 ↑
7
6
US
24W1
24W2
25W1
25W2
Playing video games with friends
35
38
33
42 ↑
Shopping together
40
40
32
37
Go to restaurants/bars
34
43 ↑
38
32
Go to coffee shops
28
24
28
26
Hosting friends and make drinks at home / Home bars
26
24
25
26
Going to park / picnic together
22
23
30 ↑
23
Playing board game at home/friends’ home or at boardgame bars
22
18
21
22
Social events with people of shared traits/features
18
18
19
17
Neighborhood events or activities
15
14
10
12
Go to museums or exhibits together
9
8
12
12
Volunteering
13
11
11
9
Social events with fellow pet owners
10
12
14
9
KR
24W1
24W2
25W1
25W2
Go to coffee shops
57 ↑
48
48
41
Go to restaurants/bars
53 ↑
48
39
40
Playing video games with friends
21
24
24
31 ↑
Shopping together
30
30
31
27
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
16
13
15
21 ↑
Going to park / picnic together
26
23
29
20
Go to museums or exhibits together
9
16 ↑
12
15 ↑
Hosting friends and make drinks at home / Home bars
6
10
12 ↑
15 ↑
Social events with people of shared traits/features, e.g. MBTI theme social
13
18
19
13
Neighborhood events or activities
11
11
10
11
Social events with fellow pet owners
6
6
7
8
Volunteering
5
8
5
5
JP
Gen Z
Millennials
Gen X
Shopping together
47
43
50
Go to restaurants/bars
41
50
50
Go to coffee shops
40 ↑
25
63
Playing video games with friends
25
17
25
Playing board game at home/friends’ home or at boardgame bars
21
12
6
Going to park / picnic together
15
17
38
Go to museums or exhibits together
12
10
6
Social events with fellow pet owners
7
13
6
Neighborhood events or activities
6
17
-
Volunteering
6
5
-
Social events with people of shared traits/features, e.g. MBTI theme social
5
12
6
Hosting friends and make drinks at home / Home bars
4
12
-
Synthesized cross-market observations DRAFT
Gaming with friends is the defining new social format. China 36% (↑, +10), US 42% (↑, +9), Korea 31% (↑, +7). Only Japan is flat (25%). Gaming has graduated from niche hobby to mainstream socialization in three of four markets.
Restaurants and bars lead the dominant form in China (41%), Korea (40%), Japan (41%) — US lags (32%, -6). Food-centric socialization is the Asian pattern; the US is more diffuse.
Coffee shops are growing rapidly in China (+10, ↑) and Japan (40%, ↑). Korea remains the coffee-shop-first market (41%). Coffee culture is cementing across East Asia as a third-place social infrastructure.
Home socializing (hosting friends for drinks) is a US pattern (26%) — more than Korea (15%) or Japan (4%). Matches US comfort with entertaining at home over going out.
Board games are a Korean and US pattern (21% KR ↑, 22% US). Small but growing — low-cost social formats gaining traction.
Q.37
Self-Development Activities
What are some activities for self-development that you did the most in the past 6 months?
BASE · Among Gen Z (15-29) | Answer Selections <= 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Learning a new skill (e.g. instrument, driving, painting)
CN
41 ↑
US
48
KR
35
JP
41
Applying a new tool to manage knowledge and information (e.g. Notion)
CN
38 ↑
US
32 ↑
KR
28 ↑
JP
22
Reading books
CN
37
US
35
KR
41
JP
43
Enrolling in online courses
CN
32
US
31
KR
24
JP
18
Attending forums, speeches, lectures after school/work
CN
23
US
17
KR
17
JP
13
Learning or studying together with a buddy/friend
CN
20
US
20
KR
25
JP
24
Reading magazines, articles, digital or paper form
CN
17
US
24
KR
25 ↑
JP
23
Attending short-term camps (e.g. coding camp)
CN
16
US
17
KR
16 ↑
JP
10
Weekend/Night school
CN
12
US
19
KR
9
JP
9
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Learning a new skill (e.g. instrument, driving, painting)
43 ↑
40
32
41 ↑
Applying a new tool to manage knowledge and information (e.g. Notion)
22
25
27
38 ↑
Reading books
41
45 ↑
36
37
Enrolling in online courses
28
29
31
32
Attending forums, speeches, lectures after school/work
22
25
24
23
Learning or studying together with a buddy/friend
21
25
30 ↑
20
Reading magazines, articles, digital or paper form
26 ↑
20
25 ↑
17
Attending short-term camps (e.g. coding camp)
17
19
17
16
Weekend/Night school
11
12
16
12
US
24W1
24W2
25W1
25W2
Learning a new skill (e.g. instrument, driving, painting)
51
52
49
48
Reading books
47 ↑
45 ↑
45 ↑
35
Applying a new tool to manage knowledge and information (e.g. Notion)
21
29
23
32 ↑
Enrolling in online courses
20
25
28
31
Reading magazines, articles, digital or paper form
23
25
27
24
Learning or studying together with a buddy/friend
33 ↑
23
29
20
Weekend/Night school
13
15
15
19
Attending forums, speeches, lectures after school/work
17
19
21
17
Attending short-term camps (e.g. coding camp)
16
16
14
17
KR
24W1
24W2
25W1
25W2
Reading books
49
51 ↑
48
41
Learning a new skill (e.g. instrument, driving, painting)
31
39
36
35
Applying a new tool to manage knowledge and information (e.g. Notion)
17
25 ↑
24
28 ↑
Learning or studying together with a buddy/friend
25
21
25
25
Reading magazines, articles, digital or paper form
22
24 ↑
15
25 ↑
Enrolling in online courses
32
32
30
24
Attending forums, speeches, lectures after school/work
13
13
11
17
Attending short-term camps (e.g. coding camp)
9
8
8
16 ↑
Weekend/Night school
9
6
8
9
JP
Gen Z
Millennials
Gen X
Reading books
43
42
67
Learning a new skill (e.g. instrument, driving, painting)
41
40
33
Learning or studying together with a buddy/friend
24
23
8
Reading magazines, articles, digital or paper form
23
42
25
Applying a new tool to manage knowledge and information (e.g. Notion)
22
19
-
Enrolling in online courses
18
19
17
Attending forums, speeches, lectures after school/work
13
19
-
Attending short-term camps (e.g. coding camp)
10
9
-
Weekend/Night school
9
16
-
Synthesized cross-market observations DRAFT
Learning a new skill is the universal top activity — 35–48%. US leads (48%), China rebounded strongly (+9). A cross-cultural baseline: Gen Z everywhere actively picking up new practical skills.
Knowledge-management tools made the biggest wave-on-wave leap in China (+11, ↑) and US (+9, ↑). Notion/Obsidian-style tools have crossed into mainstream self-development behavior — not just productivity.
Reading books remains near 35–43% in all markets — steady, widely-held. Notably Korea saw a -7 this wave while Japan holds 43%.
Short-term camps are rising in Korea (+8, ↑) — distinctive pattern, points to structured group learning preference.
Q.38
Whether Part of Groups
Are you part of the groups listed below outside your regular job or school?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Cycling groups
CN
25
US
14 ↑
KR
7 ↑
JP
6
Groups of certain brands (e.g. car brands, sports brands)
CN
22
US
28 ↑
KR
—
JP
13
Brands hosted beverage & alcohol related groups (e.g. tasting club)
CN
18
US
—
KR
16 ↑
JP
9
Brands hosted art & craft related groups (e.g. hand craft club)
CN
17
US
25 ↑
KR
13 ↑
JP
9
Basketball group
CN
16
US
24
KR
8
JP
7 ↑
Photography clubs 摄影爱好者社团
CN
14
US
—
KR
—
JP
—
Camping club 户外露营俱乐部
CN
13
US
—
KR
—
JP
—
Running groups
CN
12
US
21 ↑
KR
13
JP
16
Film clubs 电影爱好者俱乐部
CN
12
US
—
KR
—
JP
—
Book clubs
CN
12
US
13
KR
9
JP
5
Soccer group
CN
12
US
23 ↑
KR
15
JP
12
Animation club 二次元/动漫爱好者社团
CN
11
US
—
KR
—
JP
—
Brands’ VIP exclusive premium clubs
CN
11
US
13
KR
8 ↑
JP
5
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
CN
9
US
—
KR
7
JP
4
Skateboarding group
CN
8
US
12 ↑
KR
7 ↑
JP
3
Fan club (of celebrities)
CN
7
US
13 ↑
KR
11
JP
7
Dance clubs 舞蹈社
CN
7
US
—
KR
—
JP
—
Cos play
CN
7
US
10
KR
5 ↑
JP
3
Rock climbing
CN
7
US
11
KR
6
JP
3
Board game groups
CN
6
US
13 ↑
KR
9 ↑
JP
4
Single club 单身俱乐部
CN
5
US
—
KR
—
JP
—
Music band自己组建的乐队
CN
4
US
—
KR
—
JP
—
Singing clubs 合唱团
CN
4
US
—
KR
—
JP
—
Ultimate frisbee
CN
3
US
9 ↑
KR
5 ↑
JP
3
Flag football
CN
3
US
20 ↑
KR
7 ↑
JP
3
At least one group of interest
CN
53
US
—
KR
—
JP
—
At least one sports group
CN
50
US
65 ↑
KR
39 ↑
JP
34
At least one brand group
CN
43
US
—
KR
—
JP
26
Brands hosted beverage & alcohol related groups
CN
—
US
27 ↑
KR
—
JP
—
Music band
CN
—
US
15
KR
10
JP
9 ↑
Film clubs
CN
—
US
14 ↑
KR
12
JP
6
Camping club
CN
—
US
13 ↑
KR
6
JP
4
Photography clubs
CN
—
US
12 ↑
KR
7
JP
3
Singing clubs
CN
—
US
11 ↑
KR
8
JP
3
Dance clubs
CN
—
US
11
KR
4
JP
3
Groups for sharing personal experience, information or knowledge that meet regularly
CN
—
US
11
KR
—
JP
—
Animation club
CN
—
US
11
KR
9
JP
7
Single club
CN
—
US
9
KR
4
JP
2
At least one group of hobbies
CN
—
US
63 ↑
KR
51 ↑
JP
36 ↑
At least one brand related group
CN
—
US
58 ↑
KR
36 ↑
JP
—
Groups of certain brands
CN
—
US
—
KR
17 ↑
JP
—
Others
CN
—
US
—
KR
—
JP
2
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Cycling groups
29
26
23
25
Groups of certain brands (e.g. car brands, sports brands)
29 ↑
24
22
22
Brands hosted beverage & alcohol related groups (e.g. tasting club)
22 ↑
14
16
18
Brands hosted art & craft related groups (e.g. hand craft club)
20
18
18
17
Basketball group
22 ↑
16
18
16
Photography clubs 摄影爱好者社团
18 ↑
13
14
14
Camping club 户外露营俱乐部
15
13
12
13
Running groups
13
13
10
12
Film clubs 电影爱好者俱乐部
17 ↑
11
11
12
Book clubs
12
11
9
12
Soccer group
9
8
9
12
Animation club 二次元/动漫爱好者社团
8
9
8
11
Brands’ VIP exclusive premium clubs
15
12
13
11
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
11
11
9
9
Skateboarding group
11
7
9
8
Fan club (of celebrities)
11
9
10
7
Dance clubs 舞蹈社
7
8
6
7
Cos play
6
7
8
7
Rock climbing
9
6
9
7
Board game groups
10 ↑
7
6
6
Single club 单身俱乐部
7
5
5
5
Music band自己组建的乐队
7
6
7
4
Singing clubs 合唱团
8
6
8
4
Ultimate frisbee
5
4
6
3
Flag football
3
3
5
3
At least one group of interest
62 ↑
57
53
53
At least one sports group
59 ↑
55 ↑
49
50
At least one brand group
51 ↑
44
44
43
US
24W1
24W2
25W1
25W2
Groups of certain brands (e.g. car brands, sports brands)
22
16
23
28 ↑
Brands hosted beverage & alcohol related groups
20
20
23
27 ↑
Brands hosted art & craft related groups (e.g. hand craft club)
18
18
21
25 ↑
Basketball group
18
21
20
24
Soccer group
16
14
15
23 ↑
Running groups
12
13
21 ↑
21 ↑
Flag football
15
11
13
20 ↑
Music band
14
13
16
15
Cycling groups
9
8
10
14 ↑
Film clubs
9
9
11
14 ↑
Book clubs
13
11
14
13
Camping club
12
7
9
13 ↑
Brands’ VIP exclusive premium clubs
10
10
13
13
Board game groups
8
6
9
13 ↑
Fan club (of celebrities)
8
6
9
13 ↑
Photography clubs
8
8
8
12 ↑
Skateboarding group
9
5
8
12 ↑
Singing clubs
10
8
7
11 ↑
Dance clubs
11
8
10
11
Groups for sharing personal experience, information or knowledge that meet regularly
9
8
10
11
Animation club
9
7
10
11
Cos play
7
6
8
10
Rock climbing
10
8
9
11
Single club
7
8
8
9
Ultimate frisbee
6
5
8
9 ↑
At least one group of hobbies
57
49
57
63 ↑
At least one sports group
53
49
58
65 ↑
At least one brand related group
44
41
51 ↑
58 ↑
KR
24W1
24W2
25W1
25W2
Groups of certain brands
9
10
10
17 ↑
Brands hosted beverage & alcohol related groups (e.g. tasting club)
9
12
12
16 ↑
Soccer group
13
13
12
15
Running groups
10
12
13
13
Brands hosted art & craft related groups (e.g. hand craft club)
9
12
13 ↑
13 ↑
Film clubs
12
11
9
12
Fan club (of celebrities)
10
11
13
11
Music band
8
7
8
10
Animation club
7
8
10
9
Book clubs
6
8
8
9
Board game groups
6
5
7
9 ↑
Singing clubs
8
6
8
8
Basketball group
5
8
8
8
Brands’ VIP exclusive premium clubs
4
7 ↑
6 ↑
8 ↑
Cycling groups
4
5
7 ↑
7 ↑
Photography clubs
5
5
5
7
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
5
6
5
7
Skateboarding group
3
4
4
7 ↑
Flag football
3
3
4
7 ↑
Camping club
7
6
6
6
Rock climbing
4
5
5
6
Ultimate frisbee
2
4
4
5 ↑
Cos play
2
3
3
5 ↑
Dance clubs
5
5
5
4
Single club
2
4 ↑
3
4
At least one group of hobbies
45
46
47
51 ↑
At least one sports group
30
33
34
39 ↑
At least one brand related group
23
28 ↑
28 ↑
36 ↑
JP
Gen Z
Millennials
Gen X
Running groups
16
16
13
Groups of certain brands (e.g. car brands, sports brands)
13
15
10
Soccer group
12
13
9
Music band
9 ↑
5
4
Brands hosted art & craft related groups (e.g. hand craft club)
9
13
6
Brands hosted beverage & alcohol related groups (e.g. tasting club)
9
10
3
Basketball group
7 ↑
10
-
Animation club
7
9
3
Fan club (of celebrities)
7
7
3
Cycling groups
6
9
11
Film clubs
6
9
6
Book clubs
5
7
4
Brands’ VIP exclusive premium clubs
5
10
4
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
4
6
1
Camping club
4
6
6
Board game groups
4
6
1
Skateboarding group
3
5
1
Rock climbing
3
3
-
Flag football
3
2
-
Ultimate frisbee
3
3
1
Dance clubs
3
4
3
Photography clubs
3
3
3
Singing clubs
3
4
-
Cos play
3
3
-
Others
2
3
1
Single club
2
2
-
At least one group of hobbies
36 ↑
33
20
At least one sports group
34
36
29
At least one brand group
26
31
19
Synthesized cross-market observations DRAFT
US Gen Z shows the strongest branded-group affiliation growth — brand-hosted groups (28% ↑), running (21% ↑), book clubs (13%), basketball (24%). Multiple significant ↑ flags suggest US Gen Z is actively joining brand-community infrastructure in a way peers aren't.
China's cycling groups (25%) lead all markets — tracks with biking lifestyle data and the outdoor/leisure emphasis.
Korea shows targeted growth in brand-hosted interest groups (tasting clubs 16% ↑, craft clubs 13% ↑, skateboard 7% ↑). Korean Gen Z is experimenting with brand-hosted communities at the margins.
Japan has the flattest group-participation profile. Most categories in single digits. Community participation is a more solitary or informal affair; brand-hosted formats have less traction.
Q.39
Activities Aspire to Do More
What are some activities that you aspire to do more in the coming 6 months?
BASE · Among Gen Z (15-29) | Answer Selections <= 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Exercise, overall health management (e.g. jogging, walking, strength training)
CN
47 ↑
US
39
KR
40
JP
24
Travel somewhere for fun, not for business
CN
41 ↑
US
31
KR
23
JP
29
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
CN
37
US
37
KR
34
JP
29
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
CN
37
US
41
KR
31
JP
36 ↑
Self-development activities (e.g. reading, learning a new skill)
CN
36
US
34
KR
44
JP
25
Resting, not doing much or doing less
CN
32
US
20
KR
32
JP
35
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
CN
30
US
36
KR
24
JP
20
Sports (e.g. basketball, soccer, skateboarding)
CN
25
US
32 ↑
KR
22 ↑
JP
20
Visiting places that recommend by friends or social media (打卡)
CN
13
US
—
KR
—
JP
—
Visiting places that recommend by friends or social media
CN
—
US
30 ↑
KR
21
JP
15
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Exercise, overall health management (e.g. jogging, walking, strength training)
42 ↑
45 ↑
36
47 ↑
Travel somewhere for fun, not for business
31
31
31
41 ↑
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
31
36
32
37
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
33
37
33
37
Self-development activities (e.g. reading, learning a new skill)
35
39
36
36
Resting, not doing much or doing less
29
35
30
32
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
29
31
28
30
Sports (e.g. basketball, soccer, skateboarding)
21
21
19
25
Visiting places that recommend by friends or social media (打卡)
22 ↑
19 ↑
19 ↑
13
US
24W1
24W2
25W1
25W2
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
43
43
40
41
Exercise, overall health management (e.g. jogging, walking, strength training)
46 ↑
48 ↑
45 ↑
39
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
41
37
33
37
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
41
37
38
36
Self-development activities (e.g. reading, learning a new skill)
42
45 ↑
39
34
Sports (e.g. basketball, soccer, skateboarding)
28
27
32 ↑
32 ↑
Travel somewhere for fun, not for business
35
35
33
31
Visiting places that recommend by friends or social media
26
23
27
30 ↑
Resting, not doing much or doing less
21
24 ↑
19
20
KR
24W1
24W2
25W1
25W2
Self-development activities (e.g. reading, learning a new skill)
54 ↑
51 ↑
46
44
Exercise, overall health management (e.g. jogging, walking, strength training)
49 ↑
49 ↑
43
40
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
40 ↑
38
36
34
Resting, not doing much or doing less
42 ↑
42 ↑
39 ↑
32
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
36 ↑
32
31
31
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
25
22
24
24
Travel somewhere for fun, not for business
31 ↑
33 ↑
29 ↑
23
Sports (e.g. basketball, soccer, skateboarding)
23 ↑
19
17
22 ↑
Visiting places that recommend by friends or social media
17
21
21 ↑
21
JP
Gen Z
Millennials
Gen X
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
36 ↑
27
23
Resting, not doing much or doing less
35
35
39
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
29
34
29
Travel somewhere for fun, not for business
29
31
31
Self-development activities (e.g. reading, learning a new skill)
25
23
21
Exercise, overall health management (e.g. jogging, walking, strength training)
24
31
24
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
20
23
13
Sports (e.g. basketball, soccer, skateboarding)
20
19
14
Visiting places that recommend by friends or social media
15
16
9
Synthesized cross-market observations DRAFT
Chinese Gen Z shows the largest pent-up exercise aspiration (47%, ↑, +11) — already actively exercising, still wanting more. A genuine priority with room to deepen engagement.
Travel aspiration is a Chinese outlier (41%, ↑, +10). Gap between actual travel behavior (29%) and aspirational (41%) suggests unmet demand — likely gated by cost or time rather than interest.
Japan's aspiration profile is anchored in social + rest — socializing 36% (↑), resting 35%, self-direction continues. Few aspirational activities push past 35%; the profile is recovery-oriented.
Korean Gen Z's top aspiration is self-development (44%) — higher than any exercise or social category. Matches the "personal development" focus priority (37%). Koreans aspiring upward through skill-building stays consistent across cuts of the data.
Section
Engagement
All 4 markets · 25W2 latest-wave Gen Z
Q.40
Categories Purchased in the past 6 Months (S6)
In the past 6 months, which of the categories below have you purchased for yourself to use or consume?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Nondurable goods
CN
100
US
100
KR
100
JP
100
Food/groceries
CN
100
US
100
KR
100
JP
99
Clothing
CN
79
US
75
KR
73
JP
72
Beverage, not including alcohol
CN
75 ↑
US
59
KR
54
JP
80
Footwear
CN
71
US
59 ↑
KR
60
JP
41
Skincare products
CN
67 ↑
US
61 ↑
KR
63
JP
67
Haircare products
CN
63 ↑
US
59
KR
50
JP
57
Alcohol
CN
50 ↑
US
54
KR
45
JP
45
Supplements/nutritional support (e.g. vitamins, minerals)
CN
46 ↑
US
—
KR
—
JP
—
Makeup products
CN
37
US
46 ↑
KR
52
JP
56
Fragrances
CN
34 ↑
US
59 ↑
KR
36
JP
27
Durable goods
CN
81
US
89 ↑
KR
75 ↑
JP
69
Personal tech and entertainment products (e.g. smartphones, computers/laptops/tablets, VR sets, TVs/Home Cinema, etc.)
CN
69 ↑
US
—
KR
—
JP
—
Health and beauty tech products (e.g. wearables, hairdryers, hair curlers, electric massagers, etc.)
CN
46
US
—
KR
—
JP
—
Home appliances (e.g. fridge, washing machine, dishwasher, water purifiers, smart locks, etc.)
CN
40 ↑
US
—
KR
—
JP
—
Jewelry and watch
CN
29 ↑
US
38
KR
19
JP
19
Cars
CN
13 ↑
US
15
KR
8 ↑
JP
12
Services
CN
77
US
88 ↑
KR
82
JP
77
Entertainment related (e.g. membership fees, movies, concerts)
Sports/exercise activity related (e.g. gym membership, exercise program/APPs, etc.)
28
31
20
Total
966
1186 ↑
1046
Synthesized cross-market observations DRAFT
China's broad-based spending recovery is unique to Gen Z there. Millennials and Gen X don't show similar recovery. Total category breadth jumped +146 points. The rebound is concentrated in Chinese Gen Z specifically.
Alcohol purchases doubled in China this wave (50%, ↑, +20) — the single largest category swing anywhere. Coherent with the premiumization story in the brand data (Royal Salute, Remy Martin, Glenfiddich all rising).
Japanese Gen Z purchase across fewer categories than any other market — prioritizing daily essentials (food/groceries 99%, beverages 80%) and experiential (travel 65%) while cutting durable goods (69%). A selective consumption posture distinct from the other three markets.
Fragrance is a US and Chinese growth story. China 34% (↑, +11), US 59% (↑, +6). Korea 36%, Japan 27% lag behind. Part of the "personal care and expression" US growth pattern.
Korea's consumption is recovering from a sharp 25W1 contraction (tied to political crisis). Lifestyle/experience categories held best: tech, auto, entertainment — which absorb political-economic anxiety better than consumables.
Q.41
Categories to Spend More on
Now please take into account of the context of the economy. If you’re to save some costs on shopping for your everyday life, which categories would you still splurge?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Nondurable goods
CN
62
US
62
KR
55
JP
43
Food/groceries
CN
32 ↑
US
23
KR
17 ↑
JP
17
Clothing
CN
20
US
20
KR
19
JP
11
Skincare products
CN
17
US
13
KR
15 ↑
JP
8
Supplements/nutritional support
CN
14
US
11
KR
10
JP
5
Footwear
CN
12
US
13
KR
10
JP
4
Beverage, not including alcohol
CN
11
US
10
KR
6
JP
7
Haircare products
CN
10
US
9
KR
9
JP
5
Alcohol
CN
8
US
13
KR
7
JP
5
Fragrances
CN
7
US
11
KR
7
JP
4
Makeup products
CN
7
US
9
KR
11
JP
9
Luxury/Designer/Premium fashion brands
CN
5
US
6
KR
3
JP
3
Experiences
CN
32
US
29
KR
26
JP
26
Travel / vacations
CN
17
US
13
KR
14
JP
17
Sports activity related (e.g. gym membership, exercise program/APPs, etc.)
CN
13
US
—
KR
—
JP
6
Dining out at restaurants & bars
CN
12
US
10
KR
8
JP
10
Durable goods
CN
30
US
37
KR
28
JP
19
Personal tech and entertainment products
CN
18
US
17
KR
12
JP
7
Health and beauty tech products
CN
11
US
14 ↑
KR
8
JP
—
Jewelry and watch
CN
6
US
10
KR
5
JP
4
Home appliances
CN
8
US
11
KR
8
JP
6
Cars
CN
5
US
7
KR
5
JP
4
Services
CN
34
US
41 ↑
KR
32
JP
23
Entertainment related (e.g. membership fees, movies, concerts)
Health and beauty tech products (e.g. hairdryers, hair curlers, electric massagers, etc.)
6
6
3
Cars
4
5
1
Jewelry and watch
4
5
1
None of the above
30
30
31
Total
197
210
171
Synthesized cross-market observations DRAFT
Japan has the highest "spend more on nothing" rate at 30% — nearly 2x every other market (CN 17%, US 14%, KR 17%). Japanese Gen Z is the most structurally conservative on splurge intent.
Food/groceries is the top splurge category in China (32%, ↑, +8) — Chinese Gen Z is protecting and expanding food spending under any budget pressure. Food is the anchor, not the sacrifice.
Services lead US splurge intent (41%, ↑, +7) — consistent with the US consumption profile around digital life, tech, and finance products/services.
Skincare is the Korean splurge growth (+5, ↑) — beauty's resilience in Korean Gen Z spending even under conservative overall budgets.
Experiences (travel, dining, sports) are holding steady across markets (26–32%) — the commonly-protected category everywhere except Japan.
Q.42
Top Alcohol Brands Within Social Circles
Among the alcohol that you purchased in the past 6 months, which brand do you feel is the top choice among your social circle?
BASE · Among Gen Z (21-29) Who Purchased Alcohol P6M | Single Answer | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Royal Salute
CN
12 ↑
US
2
KR
-
JP
2
Hennessy
CN
12
US
9
KR
2
JP
7
Glenfiddich
CN
10
US
5
KR
-
JP
2
Baileys
CN
9
US
6
KR
2
JP
—
Rémy Martin
CN
9
US
3
KR
-
JP
3
Martell
CN
8
US
5 ↑
KR
—
JP
—
Chivas Regal
CN
7
US
14 ↑
KR
2
JP
3
Absolut
CN
7
US
7
KR
6
JP
2
The Macallan
CN
5
US
1
KR
-
JP
7
Bacardi
CN
3
US
3
KR
-
JP
2
Jim Beam
CN
3
US
12
KR
44
JP
15
Tanqueray
CN
2
US
3
KR
-
JP
2
Yamazaki
CN
2
US
3
KR
9 ↑
JP
31
The Chuan
CN
2
US
—
KR
—
JP
—
Hibiki
CN
1
US
2
KR
6
JP
2
Johnnie Walker
CN
1
US
5
KR
20
JP
3
Smirnoff
CN
1
US
12
KR
-
JP
11
Havana Club
CN
1
US
3
KR
—
JP
—
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Royal Salute
6
3
5
12 ↑
Hennessy
25 ↑
14
10
12
Glenfiddich
3
5
5
10
Baileys
8
5
10
9
Rémy Martin
7
6
3
9
Martell
6
12
14
8
Chivas Regal
9
9
5
7
Absolut
5
5
5
7
The Macallan
3
6
3
5
Bacardi
5
10
9
3
Jim Beam
1
1
-
3
Tanqueray
2
1
-
2
Yamazaki
1
5
3
2
The Chuan
1
3
-
2
Hibiki
7 ↑
8 ↑
16 ↑
1
Johnnie Walker
6
-
5
1
Smirnoff
2
1
2
1
Havana Club
1
3
2
1
US
24W1
24W2
25W1
25W2
Chivas Regal
7
3
9
14 ↑
Smirnoff
20
19
13
12
Jim Beam
20 ↑
8
10
12
Hennessy
9
11
13
9
Absolut
6
4
8
7
Baileys
4
8
11
6
Johnnie Walker
2
2
7
5
Martell
5 ↑
-
-
5 ↑
Glenfiddich
2
-
3
5
Bacardi
7
10
6
3
Havana Club
1
2
2
3
Rémy Martin
4
3
3
3
Tanqueray
1
5
1
3
Yamazaki
-
1
1
3
Hibiki
-
1
-
2
Royal Salute
-
1
-
2
The Macallan
2
4
3
1
KR
24W1
24W2
25W1
25W2
Jim Beam
34
31
38
44
Johnnie Walker
13
13
11
20
Yamazaki
2
1
4
9 ↑
Hibiki
10
11
17
6
Absolut
3
12 ↑
3
6
Hennessy
6 ↑
2
-
2
Chivas Regal
2
-
1
2
Baileys
-
2
-
2
Royal Salute
6
6
3
-
The Macallan
3
2
-
-
Glenfiddich
2
3
4
-
Tanqueray
2
1
1
-
Bacardi
1
1
1
-
Rémy Martin
1
-
1
-
Smirnoff
-
1
1
-
JP
Gen Z
Millennials
Gen X
Yamazaki
31
36
33
Jim Beam
15
19
13
Smirnoff
11
11
-
Hennessy
7
-
-
The Macallan
7
-
-
Rémy Martin
3
6
-
Chivas Regal
3
6
-
Johnnie Walker
3
3
-
Hibiki
2
8
27
Absolut
2
3
-
Glenfiddich
2
3
-
Royal Salute
2
-
-
Tanqueray
2
-
-
Bacardi
2
-
-
Synthesized cross-market observations DRAFT
Premiumization toward Scotch is a cross-market 2025 theme. Chivas Regal surges in US (14%, ↑, +5), Royal Salute surges in China (12%, ↑, +7), Glenfiddich and Remy Martin grow in China (both +5 to +6). Two of the four major Gen Z markets are moving upmarket simultaneously.
Japan's Yamazaki (31%) is the single clearest home-brand anchor across any product category — 10x to 15x the other markets. A quiet national-pride signal for Japanese craftsmanship.
Korea's alcohol landscape is the least fragmented. Jim Beam leads at 44% — a value-forward, accessible whisky — with Johnnie Walker (20%) second. Reads as value + consistency over premiumization, contrasting with China/US.
Hibiki's collapse in China (-15) and Korea (-11) this wave is notable. Japanese whisky category dynamics are bifurcating by brand: Yamazaki ascending, Hibiki retreating.
Accessible mass brands (Smirnoff, Bacardi) are declining in most markets while premium Scotch and Japanese whisky grow — a clear category-level upmarket drift among Gen Z drinkers.
Q.43
Footwear Categories Purchased Past 6 Months
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Single Answer | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
China's casual sneaker dominance is unmatched (82%). 17 to 29 points above every other market. Sneaker culture is deeply embedded in Chinese youth identity and growing (+5).
Performance shoe purchasing is a Chinese (38%, ↑) and Korean (27%, ↑, +10) growth story — matching the running/fitness surges in those markets. US performance shoe purchasing is stable (35%).
Outdoor footwear is emerging as a coordinated East Asian category. Korea 21% (↑, +10), Japan 21% (↑), China 16%. Signals a widening outdoor-lifestyle infrastructure opportunity.
Japanese Gen Z's footwear basket is the smallest. Casual sneakers tie US lows (53%); performance shoes are lowest anywhere (15%). A consistent pattern with lower physical activity in Japan.
Boots are a US outlier (29%) — 2x China or Korea. Workwear and cold-climate functionality skews this higher in the US.
Q.44
Clothing Categories Purchased Past 6 Months
You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Multiple Answers | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Jeans
CN
58 ↑
US
46
KR
37
JP
28
Graphic Tees
CN
55
US
23
KR
6
JP
6
Sweatshirt / Hoodie
CN
41
US
33
KR
30 ↑
JP
20
Long sleeve/Short sleeve T-shirt
CN
41
US
26
KR
39
JP
50
Shorts/pants
CN
31
US
29
KR
28
JP
22
Sweater
CN
26 ↑
US
27
KR
30 ↑
JP
28
Jacket
CN
25
US
35
KR
19
JP
22
Thin jacket with UV protection
CN
17
US
3
KR
5
JP
7
Clothes with specific functions, e.g. quick dry, waterproof
CN
11
US
13
KR
8
JP
5
Collar shirt
CN
8
US
15
KR
7
JP
19
Cardigan
CN
6
US
10
KR
19
JP
19
Yoga pants
CN
5
US
16
KR
8
JP
3
Total
CN
—
US
279
KR
—
JP
—
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Jeans
42
45
51 ↑
58 ↑
Graphic Tees
52
46
54
55
Sweatshirt / Hoodie
46
45
39
41
Long sleeve/Short sleeve T-shirt
38
41
43
41
Shorts/pants
37
35
47 ↑
31
Sweater
18
18
28 ↑
26 ↑
Jacket
17
20
23
25
Thin jacket with UV protection
20
18
28 ↑
17
Clothes with specific functions, e.g. quick dry, waterproof
13
18
15
11
Collar shirt
13
12
17
8
Cardigan
8
10
12
6
Yoga pants
6
8
12 ↑
5
US
24W1
24W2
25W1
25W2
Jeans
46
50
45
46
Jacket
30
33
33
35
Sweatshirt / Hoodie
40
44 ↑
31
33
Shorts/pants
44
41
39
29
Sweater
25
32
30
27
Long sleeve/Short sleeve T-shirt
36
38
29
26
Graphic Tees
33 ↑
36 ↑
24
23
Yoga pants
20
16
19
16
Collar shirt
12
15
18
15
Clothes with specific functions, e.g. quick dry, waterproof
13
17
15
13
Cardigan
14
14
10
10
Thin jacket with UV protection
8
5
6
3
Total
327
343
303
279
KR
24W1
24W2
25W1
25W2
Long sleeve/Short sleeve T-shirt
59 ↑
46
55 ↑
39
Jeans
45
39
41
37
Sweatshirt / Hoodie
22 ↑
23 ↑
14
30 ↑
Sweater
12
20 ↑
12
30 ↑
Shorts/pants
41 ↑
30
31
28
Cardigan
28 ↑
19
18
19
Jacket
18
24
18
19
Yoga pants
7
8
7
8
Clothes with specific functions, e.g. quick dry, waterproof
4
7
5
8
Collar shirt
9
13
12
7
Graphic Tees
9
8
11
6
Thin jacket with UV protection
8
7
8
5
JP
Gen Z
Millennials
Gen X
Long sleeve/Short sleeve T-shirt
50
48
41
Sweater
28
17
41
Jeans
28
17
15
Jacket
22
12
26
Shorts/pants
22
14
19
Sweatshirt / Hoodie
20
20
15
Cardigan
19
14
22
Collar shirt
19
12
7
Thin jacket with UV protection
7
3
4
Graphic Tees
6
7
-
Clothes with specific functions, e.g. quick dry, waterproof
5
4
19
Yoga pants
3
-
-
Synthesized cross-market observations DRAFT
Jeans are rising in China (58%, ↑, +7) while declining in Korea (-4) and stable elsewhere. Chinese jeans take over from graphic tees as the top category — a significant silhouette shift.
Graphic tees are uniquely Chinese (55%) — 2x to 10x any other market. Self-expressive, identity-driven style dominates Chinese Gen Z wardrobes in a way it doesn't elsewhere.
Korea is in a seasonal sweatshirt/sweater cycle (+16 ↑, +18 ↑) while T-shirts decline hard (-16). A very visible wave-driven wardrobe swap unique to Korea this round.
Japanese Gen Z wardrobe is simple and T-shirt-anchored (50%) — collar shirts (19%) and cardigans (19%) round out a conservative, layerable basic-first wardrobe.
Yoga pants and technical wear over-index in US (16% yoga pants) — reflecting the athleisure legacy in American casualwear.
Q.45
Footwear / Apparel – Types of Brands Following
Which types of brands are you following or looking for related information regularly?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Sportswear brands (e.g. Nike, Lululemon)
CN
70
US
51
KR
48
JP
32
Fast fashion brands (e.g. Zara, H&M)
CN
43
US
39
KR
39
JP
71
Streetwear brands (e.g. Vans, Evisu)
CN
36
US
41
KR
26
JP
22
Chinese designer brands (e.g. Ao Yes, M Essential)
CN
26
US
—
KR
—
JP
—
Luxury fashion brands (e.g. Chanel, Balenciaga)
CN
18
US
28
KR
16 ↑
JP
8
Foreign designer brands / trendy brands
CN
9
US
—
KR
—
JP
—
White label
CN
9
US
17
KR
10
JP
4
Designer brands / Trendy brand
CN
—
US
20
KR
32
JP
25
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
68
62
65
70
Fast fashion brands (e.g. Zara, H&M)
49 ↑
40
35
43
Streetwear brands (e.g. Vans, Evisu)
33
40
32
36
Chinese designer brands (e.g. Ao Yes, M Essential)
29
34
33
26
Luxury fashion brands (e.g. Chanel, Balenciaga)
15
21
15
18
Foreign designer brands / trendy brands
11
13
13
9
White label
-
-
-
9
US
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
48
52
54
51
Streetwear brands (e.g. Vans, Evisu)
41
43
36
41
Fast fashion brands (e.g. Zara, H&M)
36
40
47
39
Luxury fashion brands (e.g. Chanel, Balenciaga)
21
19
25
28
Designer brands / Trendy brand
25
26
27
20
White label
-
-
-
17
KR
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
52
47
44
48
Fast fashion brands (e.g. Zara, H&M)
42
41
37
39
Designer brands / Trendy brand
30
29
30
32
Streetwear brands (e.g. Vans, Evisu)
25
28
23
26
Luxury fashion brands (e.g. Chanel, Balenciaga)
7
11
8
16 ↑
White label
-
-
-
10
JP
Gen Z
Millennials
Gen X
Fast fashion brands (e.g. Zara, H&M)
71
64
55
Sportswear brands (e.g. Nike, Lululemon)
32
33
48
Designer brands / Trendy brand
25
20
17
Streetwear brands (e.g. Vans, Evisu)
22
16
24
Luxury fashion brands (e.g. Chanel, Balenciaga)
8
3
10
White label
4
4
10
Synthesized cross-market observations DRAFT
Japan is the global fast-fashion outlier (71% following Zara/H&M) — nearly 2x any other market. Japan's fashion culture routes through accessible quality and fast-fashion aesthetics, not sportswear or streetwear.
Sportswear leads everywhere else — China 70% (+5), US 51%, Korea 48%. Nike/Lululemon as the default Gen Z brand following pattern in 3 of 4 markets.
Luxury brand following rose significantly in Korea (+8, ↑) despite luxury purchasing staying low. Korean Gen Z is aspirational above its purchasing — a watching/wishing behavior distinct from buying.
Streetwear has stabilized in US (41%) after a dip, even as streetwear purchasing declines. US Gen Z still tracks streetwear culturally even when they're not buying it.
White-label/no-logo following debuts at 9–17% across markets — a new and real consumer category. The US leads at 17%; fringe anti-brand sentiment is becoming a measurable segment.
Q.46
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | Multiple Answers | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
DeepSeek
CN
54 ↑
US
19 ↑
KR
14
JP
10
Baidu文心一言
CN
47
US
—
KR
—
JP
—
ChatGPT
CN
30
US
80 ↑
KR
78 ↑
JP
69
VR/AR (Virtual Reality/Augmented) device
CN
11
US
9
KR
11
JP
13
Claude
CN
8
US
14
KR
15
JP
9
Grok
CN
6
US
14
KR
16
JP
24
None of the above
CN
12
US
10
KR
11
JP
17
Total
CN
—
US
145
KR
144
JP
—
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
DeepSeek
-
-
41
54 ↑
Baidu文心一言
54 ↑
48
40
47
ChatGPT
34
28
25
30
VR/AR (Virtual Reality/Augmented) device
26 ↑
12
18
11
Claude
-
-
-
8
Grok
-
-
-
6
None of the above
26 ↑
34 ↑
25 ↑
12
US
24W1
24W2
25W1
25W2
ChatGPT
54
51
68 ↑
80 ↑
DeepSeek
-
-
15 ↑
19 ↑
Claude
-
-
-
14
Grok
-
-
-
14
VR/AR (Virtual Reality/Augmented) device
25 ↑
20
16
9
Total
108
111
120
145
None of the above
30 ↑
39 ↑
21
10
KR
24W1
24W2
25W1
25W2
ChatGPT
61
67
77 ↑
78 ↑
Grok
-
-
-
16
Claude
-
-
-
15
DeepSeek
-
-
12
14
VR/AR (Virtual Reality/Augmented) device
13
18
8
11
Total
108
115
116
144
None of the above
34 ↑
29 ↑
20 ↑
11
JP
Gen Z
Millennials
Gen X
ChatGPT
69
80
71
Grok
24
19
14
None of the above
17
15
21
VR/AR (Virtual Reality/Augmented) device
13
14
7
DeepSeek
10
13
-
Claude
9
13
-
Synthesized cross-market observations DRAFT
ChatGPT dominance splits sharply from China. US 80% (↑, +12), Korea 78% (↑), Japan 69% — near-universal. China sits at 30% (with DeepSeek leading at 54% ↑). The AI landscape is effectively two markets: ChatGPT-global and DeepSeek-China.
Non-use of AI tools has collapsed across all four markets — all four down -9 to -13 this wave. AI tool adoption has gone from majority-optional to majority-mainstream globally within roughly a year.
Japan retains the highest non-engagement rate (17%) vs 10–12% elsewhere — a cautious posture. Paradoxically Japan also has the highest Grok usage (24%) — niche-tool diversity.
DeepSeek is making inroads outside China (19%, ↑, +4 in US). A Chinese AI tool gaining significant US footing this wave is a notable strategic data point.
Claude, Grok are establishing second-tier footholds (8–24% across markets). The race for the #2 spot behind ChatGPT is wide open, and likely differentiated by use case.
Q.47
Attitudes Towards AI
How do you feel about artificial intelligence (AI) – especially what tech companies have already achieved (e.g. ChatGPT, chat apps), and what’s still to come?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | Answer Selection <= 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Positive
CN
68 ↑
US
59 ↑
KR
42
JP
26
Hopeful
CN
44
US
55 ↑
KR
38 ↑
JP
36
I like it – boost productivity / efficiency
CN
55 ↑
US
43
KR
42
JP
53
Help me connect with friends/family more
CN
29
US
26 ↑
KR
16
JP
19
Neutral
CN
66
US
50
KR
54
JP
73
Looking forward to more development – wait and see 观望状态
CN
42 ↑
US
—
KR
—
JP
—
Curious
CN
38 ↑
US
22
KR
24
JP
38
Uncertain / not so sure
CN
7
US
16
KR
15
JP
15
Indifferent / neutral
CN
4
US
10
KR
—
JP
14
Negative
CN
11
US
41
KR
69
JP
50
Concerned
CN
5
US
17
KR
39
JP
21
Scared
CN
3
US
—
KR
14 ↑
JP
13
Doubtful / unbelieving
CN
5
US
13
KR
19
JP
16
Worried / anxious
CN
1
US
16
KR
22
JP
17
Looking forward to more development – wait and see
CN
—
US
13
KR
20
JP
31
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Positive
92 ↑
95 ↑
81
96 ↑
Positive
58 ↑
59 ↑
47
68 ↑
Hopeful
54 ↑
47
42
44
I like it – boost productivity / efficiency
49
56 ↑
41
55 ↑
Help me connect with friends/family more
22
29
33
29
Neutral
66
63
61
66
Looking forward to more development – wait and see 观望状态
36
33
26
42 ↑
Curious
33
31
26
38 ↑
Uncertain / not so sure
9
7
17 ↑
7
Indifferent / neutral
6
7
9 ↑
4
Negative
21 ↑
21 ↑
36 ↑
11
Concerned
9
7
16 ↑
5
Scared
8 ↑
6
10 ↑
3
Doubtful / unbelieving
8
8
18 ↑
5
Worried / anxious
7 ↑
8 ↑
14 ↑
1
US
24W1
24W2
25W1
25W2
Positive
78
79
85
88 ↑
Positive
50
44
61 ↑
59 ↑
Hopeful
44
39
49 ↑
55 ↑
I like it – boost productivity / efficiency
42
50
51 ↑
43
Help me connect with friends/family more
15
18
21
26 ↑
Neutral
55
61 ↑
51
50
Curious
23
25
20
22
Uncertain / not so sure
17
20
14
16
Looking forward to more development – wait and see
19
22 ↑
14
13
Indifferent / neutral
14
14
15
10
Negative
48 ↑
45
39
41
Concerned
28 ↑
28 ↑
19
17
Worried / anxious
23 ↑
20
17
16
Doubtful / unbelieving
12
12
12
13
KR
24W1
24W2
25W1
25W2
Positive
80
80
77
86 ↑
I like it – boost productivity / efficiency
40
45
42
42
Positive
36
35
40
42
Hopeful
34
28
33
38 ↑
Help me connect with friends/family more
13
14
13
16
Negative
69 ↑
61
70 ↑
69
Concerned
37
36
40
39
Worried / anxious
30 ↑
18
24
22
Doubtful / unbelieving
15
13
17
19
Scared
14 ↑
8
19 ↑
14 ↑
Neutral
63 ↑
76 ↑
57
54
Curious
28
35 ↑
22
24
Looking forward to more development – wait and see
31 ↑
35 ↑
27
20
Uncertain / not so sure
14
19
14
15
JP
Gen Z
Millennials
Gen X
Positive
81
87
71
I like it – boost productivity / efficiency
53
53
50
Hopeful
36
46
14
Positive
26
34
50
Help me connect with friends/family more
19
31 ↑
14
Neutral
73
64
93
Curious
38
42
57
Looking forward to more development – wait and see
31
23
50
Uncertain / not so sure
15
8
7
Indifferent / neutral
14
8
14
Negative
50
41
21
Concerned
21
20
7
Worried / anxious
17
13
-
Doubtful / unbelieving
16
11
14
Scared
13
9
14
Synthesized cross-market observations DRAFT
China's AI sentiment has reversed dramatically. Positive jumped +21 (to 68%) while negative collapsed -25 (to 11%). The 25W1 anxiety spike has resolved into renewed optimism — the most emotional whiplash in the dataset.
Korea holds the highest sustained negative sentiment (69%) even as adoption grows. Korean Gen Z is the most internally conflicted cohort: using AI widely while worrying deeply about its implications.
US AI sentiment carries simultaneous optimism and anxiety. Hopeful up (55%, ↑, +6) but negative held at 41%. Unlike China's resolved arc, US Gen Z is likely to remain ambivalent.
Japan's positive sentiment is anchored in utility (productivity 53%) rather than broader optimism. "I like it — boosts productivity" leads their positives. A pragmatic, tool-first relationship with AI rather than an enthused one.
"Wait and see" is a distinctively Japanese (31%) and Korean (20%) stance — absent in US. East Asian Gen Z reserves judgment more; Westerners commit a verdict faster.
Q.48
Aspirational Luxury Brands
Among the luxury brands below, which ones do you aspire to purchase from / own?
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Answer Selection <= 3 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Chanel
CN
35 ↑
US
29 ↑
KR
27
JP
22
Louis Vuitton
CN
26 ↑
US
16
KR
18
JP
28
HERMES
CN
26
US
9
KR
21
JP
22
Dior
CN
25
US
25
KR
24
JP
18
Gucci
CN
25
US
24
KR
17
JP
19
Prada
CN
17
US
14
KR
16
JP
16
Saint Laurent
CN
14
US
8
KR
12
JP
10
Valentino
CN
12
US
10
KR
8
JP
6
Balenciaga
CN
12
US
8
KR
15
JP
10
Versace
CN
11
US
7
KR
7
JP
4
Burberry
CN
9
US
11
KR
11
JP
8
Fendi
CN
8
US
7
KR
7
JP
6
Loewe
CN
8
US
5
KR
4
JP
11
Canada Goose
CN
6
US
9
KR
6
JP
4
CELINE
CN
6
US
11
KR
12
JP
10
MARNI
CN
5
US
6
KR
6
JP
3
Moncler
CN
5
US
5
KR
10
JP
6
Maison Margiela
CN
4
US
6
KR
5
JP
7
Bottega Veneta
CN
4
US
9 ↑
KR
6
JP
5
RIMOWA
CN
2
US
9
KR
5
JP
4
Amiri
CN
1
US
8
KR
4
JP
6
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Chanel
23
28
26
35 ↑
Louis Vuitton
13
20
18
26 ↑
HERMES
23
27
26
26
Dior
25
22
20
25
Gucci
24
24
18
25
Prada
14
14
18
17
Saint Laurent
17
15
12
14
Valentino
15
16
12
12
Balenciaga
14
17
23 ↑
12
Versace
11
12
18 ↑
11
Burberry
15 ↑
7
13
9
Fendi
8
9
7
8
Loewe
5
4
6
8
Canada Goose
8
10
7
6
CELINE
5
5
5
6
MARNI
7
7
5
5
Moncler
3
2
7 ↑
5
Maison Margiela
4
6
4
4
Bottega Veneta
2
7
4
4
RIMOWA
-
-
4
2
Amiri
3
6 ↑
3
1
US
24W1
24W2
25W1
25W2
Chanel
21
23
26
29 ↑
Dior
27
27
30
25
Gucci
30
30
29
24
Louis Vuitton
15
23 ↑
17
16
Prada
13
20 ↑
12
14
CELINE
8
11
9
11
Burberry
9
15 ↑
10
11
Valentino
8
7
7
10
HERMES
9
9
9
9
Canada Goose
7
7
5
9
Bottega Veneta
4
7
3
9 ↑
RIMOWA
-
-
6
9
Saint Laurent
8
9
11
8
Balenciaga
6
13 ↑
9
8
Amiri
7
7
8
8
Versace
13
15 ↑
15 ↑
7
Fendi
11
7
10
7
Maison Margiela
5
6
4
6
MARNI
3
5
4
6
Loewe
9
6
5
5
Moncler
5
6
5
5
KR
24W1
24W2
25W1
25W2
Chanel
36
30
37 ↑
27
Dior
31
28
29
24
HERMES
21
22
22
21
Louis Vuitton
16
20
19
18
Gucci
12
16
16
17
Prada
20
17
20
16
Balenciaga
9
14
11
15
Saint Laurent
14
13
11
12
CELINE
19 ↑
14
10
12
Burberry
10
12
7
11
Moncler
7
8
7
10
Valentino
7
10 ↑
5
8
Versace
6
8
5
7
Fendi
6
7
5
7
Bottega Veneta
8
7
7
6
MARNI
6
3
3
6
Canada Goose
3
6
3
6
Maison Margiela
9
10 ↑
7
5
RIMOWA
-
-
4
5
Amiri
2
3
6 ↑
4
Loewe
4
5
5
4
JP
Gen Z
Millennials
Gen X
Louis Vuitton
28
30
44
HERMES
22
25
12
Chanel
22
21
16
Gucci
19
22
16
Dior
18
15
8
Prada
16
23
4
Loewe
11
9
4
Saint Laurent
10
8
4
CELINE
10
6
8
Balenciaga
10
8
4
Burberry
8
13
12
Maison Margiela
7
7
-
Moncler
6
8
16
Fendi
6
6
4
Valentino
6
3
8
Amiri
6
3
-
Bottega Veneta
5
9
12
Versace
4
8
8
Canada Goose
4
6
-
RIMOWA
4
3
-
MARNI
3
5
-
Synthesized cross-market observations DRAFT
Chanel is the cross-market luxury constant — leading in China (35%, ↑, +9) and US (29%, ↑, +3), #2 in Korea/Japan. The only brand with consistent upward trends in both China and US simultaneously. Heritage + timelessness is translating across cultures.
Korean Gen Z's luxury map looks different. Chanel declined sharply (-10), while streetwear-credentialed brands (Balenciaga 15%, +4; Moncler 10%, +3; Gucci 17%, +1) held or grew. Korea is rejecting heritage prestige for street-premium aesthetics.
Japan's aspiration leans quiet luxury. Loewe (11%), Maison Margiela (7%), Celine (10%) — brands that reward personal taste over public display. Matches Japan's understated fashion pattern and quiet-national-pride posture.
Louis Vuitton's rise in China (+8, ↑) alongside Chanel (+9) signals a flight-to-iconicity in economic anxiety — the most recognizable heritage marques become more aspirational, not less.
Bottega Veneta rose 6 points in US (↑) — quiet luxury catching US Gen Z too. Hermès holds 26% in China with zero movement — anchored.
Q.49
Drivers for Luxury
What is the most important factor that drove you to purchase from luxury brands for yourself to use in the past 1 year?
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Single Answer | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
To reward myself
CN
19
US
20
KR
21
JP
22
Exquisite design and quality
CN
15
US
12
KR
7
JP
10
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
CN
11
US
9
KR
13
JP
11
As an investment that may appreciate in value over time
CN
10
US
2
KR
7
JP
6
To make me feel special (that I’m enjoying something that are somewhat exclusive)
CN
10
US
13
KR
9
JP
12
To treat myself well
CN
10
US
14
KR
11
JP
14
To mark my success
CN
8
US
10
KR
10 ↑
JP
7
To express my individuality
CN
7
US
8
KR
12
JP
8
To show that I’m discerning
CN
6
US
6
KR
5
JP
5
To gain respect
CN
3
US
7
KR
6
JP
6
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
To reward myself
-
20
19
19
Exquisite design and quality
-
12
13
15
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
-
10
9
11
As an investment that may appreciate in value over time
-
9
5
10
To make me feel special (that I’m enjoying something that are somewhat exclusive)
-
11
14
10
To treat myself well
-
9
8
10
To mark my success
-
8
6
8
To express my individuality
-
14 ↑
14 ↑
7
To show that I’m discerning
-
8
12
6
To gain respect
-
-
-
3
US
24W2
25W1
25W2
To reward myself
23
22
20
To treat myself well
14
10
14
To make me feel special (that I’m enjoying something that are somewhat exclusive)
13
15
13
Exquisite design and quality
9
15
12
To mark my success
11
7
10
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
8
9
9
To express my individuality
11
9
8
To gain respect
-
-
7
To show that I’m discerning
5
3
6
As an investment that may appreciate in value over time
7 ↑
9 ↑
2
KR
24W2
25W1
25W2
To reward myself
25
21
21
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
9
14
13
To express my individuality
15
15
12
To treat myself well
15
14
11
To mark my success
5
5
10 ↑
To make me feel special (that I’m enjoying something that are somewhat exclusive)
9
8
9
Exquisite design and quality
10
10
7
As an investment that may appreciate in value over time
6
5
7
To gain respect
-
-
6
To show that I’m discerning
7
7
5
JP
Gen Z
Millennials
Gen X
To reward myself
22
25
24
To treat myself well
14
11
4
To make me feel special (that I’m enjoying something that are somewhat exclusive)
12
14
16
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
11
13
28
Exquisite design and quality
10
14
4
To express my individuality
8
8
16
To mark my success
7
3
-
To gain respect
6
5
8
As an investment that may appreciate in value over time
6
5
-
To show that I’m discerning
5
2
-
Synthesized cross-market observations DRAFT
Self-reward is the universal #1 driver (19–22%) across all four markets. The most stable cross-market pattern in the luxury data — luxury is fundamentally an inward, emotional purchase for Gen Z.
China's "investment value" motivator recovered (+5) — rational/financial framing returning under economic pressure. Luxury-as-asset is a Chinese differentiator (10%) vs US (2%, -7).
Korea's "marking success" doubled (+5, ↑) — reflects the high-pressure achievement culture where career success is visible and career-marker purchases carry cultural weight.
External drivers (respect, individuality, discernment) are weakening in the US (-1 to -6). US luxury is becoming more private and self-directed, less socially-performed.
Japanese Gen Z motivations align with the universal pattern even though their luxury brand preferences don't. Quiet luxury for inward reasons — consistent internal logic.
Section
Needs
All 4 markets · 25W2 latest-wave Gen Z
Q.50
Food and Beverages
What are your main considerations when purchasing food and beverages? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Food P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
100
US
100
KR
100
JP
100
Brings me excitement and enjoyment
CN
55
US
54
KR
55
JP
63
Good value for the money
CN
53
US
62
KR
66
JP
77
Shows that I have good taste
CN
42
US
42
KR
51
JP
31
It helps me contribute to sustainability (e.g. packaging, minimum waste)
CN
34
US
32 ↑
KR
34
JP
31
I resonate with the value of the brand
CN
33
US
37
KR
34
JP
33
Support local community
CN
25
US
32
KR
17 ↑
JP
17
Helps me fit in or to be part of a community
CN
20
US
31 ↑
KR
22 ↑
JP
20 ↑
It can be a conversation piece
CN
18
US
31 ↑
KR
28
JP
29
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
15
US
25 ↑
KR
17 ↑
JP
13
Functional
CN
91 ↑
US
85
KR
89
JP
91
Rich in nutrition
CN
63 ↑
US
43
KR
48
JP
65
Clean and healthy (e.g. minimum additives, non-GMO)
CN
57 ↑
US
44
KR
51
JP
43
Organic ingredients
CN
43 ↑
US
34
KR
24
JP
20
Simplify food preparation / save time
CN
43 ↑
US
34
KR
52
JP
59
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Brings me excitement and enjoyment
54
50
52
55
Good value for the money
49
55
47
53
Shows that I have good taste
38
37
45
42
It helps me contribute to sustainability (e.g. packaging, minimum waste)
42
40
37
34
I resonate with the value of the brand
35
39
39
33
Support local community
29
35
32
25
Helps me fit in or to be part of a community
26
29
32 ↑
20
It can be a conversation piece
24
21
30 ↑
18
KOL/influencer endorsed or recommended (on social media or live streaming)
28 ↑
25 ↑
24 ↑
15
Functional
88 ↑
87 ↑
80
91 ↑
Rich in nutrition
50
52
50
63 ↑
Clean and healthy (e.g. minimum additives, non-GMO)
54
51
46
57 ↑
Organic ingredients
40
35
37
43 ↑
Simplify food preparation / save time
32
32
28
43 ↑
US
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for the money
68
68
75 ↑
62
Brings me excitement and enjoyment
55
56
54
54
Shows that I have good taste
42
39
37
42
I resonate with the value of the brand
33
40
34
37
It helps me contribute to sustainability (e.g. packaging, minimum waste)
32 ↑
22
23
32 ↑
Support local community
30
30
25
32
It can be a conversation piece
24
23
18
31 ↑
Helps me fit in or to be part of a community
21
27
25
31 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
18
15
11
25 ↑
Functional
90
86
95 ↑
85
Clean and healthy (e.g. minimum additives, non-GMO)
53 ↑
52
55 ↑
44
Rich in nutrition
45
47
55 ↑
43
Simplify food preparation / save time
49 ↑
51 ↑
53 ↑
34
Organic ingredients
30
32
35
34
KR
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for the money
82 ↑
79 ↑
79 ↑
66
Brings me excitement and enjoyment
60
55
55
55
Shows that I have good taste
55
51
53
51
I resonate with the value of the brand
31
26
30
34
It helps me contribute to sustainability (e.g. packaging, minimum waste)
25
32
28
34
It can be a conversation piece
19
23
20
28
Helps me fit in or to be part of a community
10
15
15
22 ↑
Support local community
8
11
14 ↑
17 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
13
11
17 ↑
17 ↑
Functional
91
89
92
89
Simplify food preparation / save time
59
61
60
52
Rich in nutrition
60 ↑
63 ↑
59 ↑
48
Clean and healthy (e.g. minimum additives, non-GMO)
58 ↑
50
47
51
Organic ingredients
20
24
23
24
JP
Gen Z
Millennials
Gen X
Emotional
100
100
100
Good value for the money
77
81
79
Brings me excitement and enjoyment
63
56
79
I resonate with the value of the brand
33
29
21
It helps me contribute to sustainability (e.g. packaging, minimum waste)
31
32
26
Shows that I have good taste
31
25
16
It can be a conversation piece
29
28
11
Helps me fit in or to be part of a community
20 ↑
5
11
Support local community
17
27
5
KOL/influencer endorsed or recommended (on social media or live streaming)
13
6
5
Functional
91
97
100
Rich in nutrition
65
82 ↑
89
Simplify food preparation / save time
59
61
79
Clean and healthy (e.g. minimum additives, non-GMO)
43
43
58
Organic ingredients
20
25
21
Synthesized cross-market observations DRAFT
China's functional food requirements surge this wave. Rich nutrition +13, clean/minimal additives +11, organic +6, quick prep +15 (all ↑). A coordinated move toward functional + convenient food among Chinese Gen Z.
US Gen Z food priorities are loosening. Value consciousness -13, nutrition -12, clean -11. Function is softening in US as the acute value-seeking era passes.
Sustainability is a US growth story (+9, ↑) for food. Distinct from other markets. Packaging, sourcing messaging will resonate most in the US this wave.
Conversation-piece food is a new US theme (+13, ↑). Gen Z in the US increasingly selects food for social/sharing context — a distinctly American framing.
Japan values quick prep (59%) and good value (77%) more than any market. Reflects a practical, time-efficient approach to everyday food consumption.
Q.51
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Alcohol P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
100
US
100
KR
100
JP
100
Shows that I have good taste
CN
62
US
44
KR
59
JP
41
Good value for money
CN
51
US
59
KR
79
JP
70
I resonate with the lifestyle values of the brand or the product concept
CN
49
US
43
KR
30
JP
44
Its value maintains over time / Collectable
CN
36
US
56 ↑
KR
59 ↑
JP
33
Helps me fit in or to be part of a community
CN
33
US
40
KR
33
JP
31
It can be a conversation piece
CN
28
US
38
KR
51
JP
56
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
21
US
—
KR
26 ↑
JP
23
Function/performance related
CN
91
US
—
KR
93
JP
94
It’s made of high-quality ingredients and process, and comes from the best origins
CN
69 ↑
US
42
KR
43
JP
55
Authentic taste of its origin
CN
62
US
46
KR
51
JP
61
Can be easily mixed with other ingredients to create new drinks
CN
58
US
58
KR
46
JP
50
Good for gifting
CN
31
US
41
KR
25
JP
36
KOL/influencer endorsed or recommended
CN
—
US
35 ↑
KR
—
JP
—
Functional
CN
—
US
96
KR
—
JP
—
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Shows that I have good taste
54
61
68
62
Good value for money
51
67 ↑
52
51
I resonate with the lifestyle values of the brand or the product concept
49
51
50
49
Its value maintains over time / Collectable
43
39
64 ↑
36
Helps me fit in or to be part of a community
41
39
32
33
It can be a conversation piece
21
28
34
28
KOL/influencer endorsed or recommended (on social media or live streaming)
40 ↑
32
30
21
Function/performance related
94
94
92
91
It’s made of high-quality ingredients and process, and comes from the best origins
54
51
46
69 ↑
Authentic taste of its origin
65
58
52
62
Can be easily mixed with other ingredients to create new drinks
48
47
48
58
Good for gifting
35
28
24
31
US
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for money
68
71
81 ↑
59
Its value maintains over time / Collectable
46
34
42
56 ↑
Shows that I have good taste
49
53
52
44
I resonate with the lifestyle values of the brand or the product concept
30
33
37
43
Helps me fit in or to be part of a community
30
43
33
40
It can be a conversation piece
41
40
33
38
KOL/influencer endorsed or recommended
28
19
23
35 ↑
Functional
95
91
96
96
Can be easily mixed with other ingredients to create new drinks
62
47
60
58
Authentic taste of its origin
46
57
40
46
It’s made of high-quality ingredients and process, and comes from the best origins
50
57
44
42
Good for gifting
50
47
56
41
KR
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for money
80
86
80
79
Shows that I have good taste
64
63
57
59
Its value maintains over time / Collectable
37
42
45
59 ↑
It can be a conversation piece
47
47
54
51
Helps me fit in or to be part of a community
25
27
23
33
I resonate with the lifestyle values of the brand or the product concept
29
37
35
30
KOL/influencer endorsed or recommended (on social media or live streaming)
13
16
16
26 ↑
Function/performance related
93
96
97
93
Authentic taste of its origin
63
53
57
51
Can be easily mixed with other ingredients to create new drinks
61
58
51
46
It’s made of high-quality ingredients and process, and comes from the best origins
47
35
43
43
Good for gifting
34
37
41
25
JP
Gen Z
Millennials
Gen X
Emotional
100
100
100
Good value for money
70
84 ↑
93
It can be a conversation piece
56
41
33
I resonate with the lifestyle values of the brand or the product concept
44
41
53
Shows that I have good taste
41
48
27
Its value maintains over time / Collectable
33
25
40
Helps me fit in or to be part of a community
31
39
27
KOL/influencer endorsed or recommended (on social media or live streaming)
23
14
-
Function/performance related
94
100
100
Authentic taste of its origin
61
70
53
It’s made of high-quality ingredients and process, and comes from the best origins
55
70
73
Can be easily mixed with other ingredients to create new drinks
50
45
67
Good for gifting
36
23
33
Synthesized cross-market observations DRAFT
"Collectable value" surged in US (+14, ↑) and Korea (+14, ↑) while collapsing in China (-28). Alcohol is splitting: investment-aware in US/Korea vs consumption-focused in China.
China's high-quality ingredient driver surged (+23, ↑, 69%) — mirroring the broader functional-over-emotional shift. Chinese Gen Z wants quality craftsmanship cues.
Good value for money dropped sharply in US (-22) and Japan is high (70%). US Gen Z is upgrading taste expectations; Japanese Gen Z still anchors on value.
Community/belonging drivers rising in Korea (+10) — alcohol-as-social-connector is the Korean pattern. Matches the broader belonging surge in Korean data.
Q.52
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
97
US
100
KR
97
JP
100
Good value for the money
CN
51
US
53
KR
62
JP
68
I resonate with the sport / lifestyle / aesthetic values of the brand
CN
37
US
21
KR
29
JP
23
Makes me look youthful / young
CN
36
US
37 ↑
KR
29
JP
30
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
CN
27
US
26
KR
—
JP
19
Lets me customize
CN
21
US
21
KR
14
JP
16
Helps me fit in or to be part of a community
CN
20
US
24
KR
16
JP
14
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
18
US
20
KR
13 ↑
JP
11
Limited edition – it’s rare and owned by few people
CN
15
US
—
KR
—
JP
14
Its value maintains over time / Collectable
CN
14
US
25
KR
38
JP
18
It can be a conversation piece
CN
14
US
18
KR
11
JP
26
Looks expensive
CN
10
US
21
KR
10
JP
22
Function/performance related
CN
96 ↑
US
96
KR
94
JP
97
Comfortable to wear all day
CN
63 ↑
US
56
KR
57
JP
73
Versatile – good for everyday living (work, school, going out) and doing sports
CN
52 ↑
US
50
KR
55
JP
61
It’s classic and does not go out of date easily
CN
44 ↑
US
—
KR
51
JP
—
Latest / popular style and elements
CN
44 ↑
US
38 ↑
KR
—
JP
42
Limited edition – it’s rare and owned by few people稀缺性
CN
—
US
21
KR
15
JP
—
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
CN
—
US
38
KR
40
JP
39
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
CN
—
US
—
KR
26 ↑
JP
—
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
100
99
99
97
Good value for the money
48
46
50
51
I resonate with the sport / lifestyle / aesthetic values of the brand
31
39
35
37
Makes me look youthful / young
37
29
34
36
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
28
30
33
27
Lets me customize
25
27
26
21
Helps me fit in or to be part of a community
24
20
30 ↑
20
KOL/influencer endorsed or recommended (on social media or live streaming)
21
24
26 ↑
18
Limited edition – it’s rare and owned by few people
21
19
27 ↑
15
Its value maintains over time / Collectable
24 ↑
22
20
14
It can be a conversation piece
19
17
26 ↑
14
Looks expensive
17
15
16
10
Function/performance related
90
96 ↑
88
96 ↑
Comfortable to wear all day
56
51
47
63 ↑
Versatile – good for everyday living (work, school, going out) and doing sports
47
46
41
52 ↑
It’s classic and does not go out of date easily
41 ↑
39
32
44 ↑
Latest / popular style and elements
32
43 ↑
40
44 ↑
US
24W1
24W2
25W1
25W2
Emotional
100
98
99
100
Good value for the money
59
60
52
53
Makes me look youthful / young
27
22
28
37 ↑
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
31 ↑
20
32
26
Its value maintains over time / Collectable
20
22
24
25
Helps me fit in or to be part of a community
23
21
25
24
I resonate with the sport / lifestyle / aesthetic values of the brand
27
25
31
21
Let’s me customize
27
28
19
21
Limited edition – it’s rare and owned by few people稀缺性
18
18
11
21
Looks expensive
19
19
16
21
KOL/influencer endorsed or recommended (on social media or live streaming)
13
13
11
20
It can be a conversation piece
21
23
24
18
Function/performance related
92
94
96
96
Comfortable to wear all day
61
63
67
56
Versatile – good for everyday living (work, school, going out) and doing sports
48
56
51
50
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
39
43
44
38
Latest / popular style and elements
30
25
26
38 ↑
KR
24W1
24W2
25W1
25W2
Emotional
98
98
98
97
Good value for the money
65
70
65
62
Its value maintains over time / Collectable
30
29
28
38
I resonate with the sport / lifestyle / aesthetic values of the brand
28
22
25
29
Makes me look youthful / young
29
25
22
29
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
12
16
14
26 ↑
Helps me fit in or to be part of a community
9
11
11
16
Limited edition – it’s rare and owned by few people稀缺性
6
11
9
15
Let’s me customize
11
13
18
14
KOL/influencer endorsed or recommended (on social media or live streaming)
4
7
14 ↑
13 ↑
It can be a conversation piece
14
16
17
11
Looks expensive
13
13
18
10
Function/performance related
97
95
93
94
Comfortable to wear all day
75 ↑
72 ↑
74 ↑
57
Versatile – good for everyday living (work, school, going out) and doing sports
66
60
58
55
It’s classic and does not go out of date easily
63 ↑
55
52
51
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
32
41
39
40
JP
Gen Z
Millennials
Gen X
Emotional
100
100
100
Good value for the money
68
71
82
Makes me look youthful / young
30
29
18
It can be a conversation piece
26
14
6
I resonate with the sport / lifestyle / aesthetic values of the brand
23
37
24
Looks expensive
22
26
18
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
19
11
24
Its value maintains over time / Collectable
18
31
35
Let’s me customize
16
17
6
Helps me fit in or to be part of a community
14
20
18
Limited edition – it’s rare and owned by few people
14
9
-
KOL/influencer endorsed or recommended (on social media or live streaming)
11
3
6
Function/performance related
97
97
100
Comfortable to wear all day
73
60
88
Versatile – good for everyday living (work, school, going out) and doing sports
61
63
82
Latest / popular style and elements
42
34
-
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
39
46
59
Synthesized cross-market observations DRAFT
Comfort for all-day wear surged in China (+16, ↑, 63%) — the biggest single functional-driver shift. Japanese comfort priority is highest (73%).
Classic/timeless styling rose in China (+12, ↑) and US streetwear bounced back. Gen Z everywhere is seeking longer-wear, less-trend-chasing footwear.
Korean footwear priorities are shifting toward outdoor + durable (+10 to +12 across categories) — matches the broader recovery-from-solitary-rest and re-engaging pattern.
"Makes me look youthful" surged in US (+9, ↑). Age-signaling functionality is returning as a footwear driver for US Gen Z.
Sustainability as footwear driver is declining in China (-6) and US (-6) — a relative priority erosion this wave. Environmental messaging is losing ground as a footwear purchase trigger.
Q.53
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
99
US
99
KR
98
JP
99
Good value for the money
CN
53
US
47
KR
62
JP
68
I resonate with the sport / lifestyle / aesthetic values of the brand
CN
38
US
24
KR
23
JP
19
Makes me look youthful / young
CN
36
US
24
KR
32
JP
35
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
CN
29
US
28 ↑
KR
—
JP
—
Let’s me customize
CN
22
US
27
KR
16
JP
25
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
20
US
25 ↑
KR
15 ↑
JP
9
Helps me fit in or to be part of a community
CN
20
US
27
KR
19 ↑
JP
21
Its value maintains over time / Collectable
CN
16
US
30 ↑
KR
39
JP
24
Limited edition – it’s rare and owned by few people
CN
13
US
22
KR
—
JP
14
It can be a conversation piece
CN
13
US
21
KR
18
JP
21 ↑
Looks expensive
CN
7
US
17
KR
12
JP
21
Function/performance related
CN
94 ↑
US
90
KR
94
JP
94
Versatile – good for everyday living and doing sports
CN
52 ↑
US
—
KR
—
JP
—
It’s classic and does not go out of date easily
CN
46 ↑
US
37
KR
54
JP
—
Latest / popular style and elements
CN
45
US
—
KR
41
JP
41 ↑
Basic weather and outdoor technology and function
CN
32
US
—
KR
—
JP
—
Comfortable to wear all day
CN
—
US
55
KR
60
JP
69
Versatile – good for everyday living (work, school, going out) and doing sports
CN
—
US
46
KR
53
JP
54
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
CN
—
US
42
KR
—
JP
31
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
CN
—
US
—
KR
14
JP
—
Limited edition – it’s rare and owned by few people稀缺性
CN
—
US
—
KR
9
JP
—
It helps me contribute to sustainability
CN
—
US
—
KR
—
JP
23
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
99
99
100
99
Good value for the money
45
44
46
53
I resonate with the sport / lifestyle / aesthetic values of the brand
31
35
36
38
Makes me look youthful / young
36
39
36
36
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
26
24
31
29
Let’s me customize
24
26
28
22
KOL/influencer endorsed or recommended (on social media or live streaming)
24
25
23
20
Helps me fit in or to be part of a community
21
24
30 ↑
20
Its value maintains over time / Collectable
26 ↑
17
29 ↑
16
Limited edition – it’s rare and owned by few people
23 ↑
16
25 ↑
13
It can be a conversation piece
20 ↑
17
22 ↑
13
Looks expensive
16 ↑
16 ↑
23 ↑
7
Function/performance related
91 ↑
94 ↑
85
94 ↑
Versatile – good for everyday living and doing sports
45
51 ↑
38
52 ↑
It’s classic and does not go out of date easily
42 ↑
41 ↑
29
46 ↑
Latest / popular style and elements
43
41
36
45
Basic weather and outdoor technology and function
24
28
23
32
US
24W1
24W2
25W1
25W2
Emotional
99
98
99
99
Good value for the money
52
66 ↑
51
47
Its value maintains over time / Collectable
22
23
24
30 ↑
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
19
14
28 ↑
28 ↑
Let’s me customize
38 ↑
30
24
27
Helps me fit in or to be part of a community
24
26
25
27
KOL/influencer endorsed or recommended (on social media or live streaming)
15
9
14
25 ↑
Makes me look youthful / young
29
26
29
24
I resonate with the sport / lifestyle / aesthetic values of the brand
23
19
22
24
Limited edition – it’s rare and owned by few people
18
16
18
22
It can be a conversation piece
22
24
24
21
Looks expensive
16
20
19
17
Function/performance related
92
94
94
90
Comfortable to wear all day
65 ↑
67 ↑
64
55
Versatile – good for everyday living (work, school, going out) and doing sports
51
50
50
46
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
36
36
40
42
It’s classic and does not go out of date easily
39
40
42
37
KR
24W1
24W2
25W1
25W2
Emotional
99
98
97
98
Good value for the money
66
72 ↑
62
62
Its value maintains over time / Collectable
33
35
30
39
Makes me look youthful / young
28
31
27
32
I resonate with the sport / lifestyle / aesthetic values of the brand
21
22
27
23
Helps me fit in or to be part of a community
7
11
11
19 ↑
It can be a conversation piece
15
12
14
18
Let’s me customize
11
12
15
16
KOL/influencer endorsed or recommended (on social media or live streaming)
6
8
11
15 ↑
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
14
19
18
14
Looks expensive
13
13
14
12
Limited edition – it’s rare and owned by few people稀缺性
7
9
11
9
Function/performance related
96
96
93
94
Comfortable to wear all day
70 ↑
72 ↑
73 ↑
60
It’s classic and does not go out of date easily
69 ↑
59
60
54
Versatile – good for everyday living (work, school, going out) and doing sports
62 ↑
52
54
53
Latest / popular style and elements
46
42
40
41
JP
Gen Z
Millennials
Gen X
Emotional
99
100
100
Good value for the money
68
77
68
Makes me look youthful / young
35
40
35
Let’s me customize
25
25
16
It helps me contribute to sustainability
23
27
23
Its value maintains over time / Collectable
24
20
29
I resonate with the sport / lifestyle / aesthetic values of the brand
19
29
19
Looks expensive
21
16
26
Helps me fit in or to be part of a community
21
13
16
It can be a conversation piece
21 ↑
8
23 ↑
Limited edition – it’s rare and owned by few people
14
8
3
KOL/influencer endorsed or recommended (on social media or live streaming)
9
8
6
Function/performance related
94
91
97
Comfortable to wear all day
69
77
77
Versatile – good for everyday living (work, school, going out) and doing sports
54
57
52
Latest / popular style and elements
41 ↑
21
19
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
31
39
48
Synthesized cross-market observations DRAFT
"Function/performance" is universally rising — China 94% (↑, +9), US 90%, Korea 94%, Japan 94%. Cross-market consolidation toward functional apparel.
Classic-over-trend surged in China (+17, ↑, 46%) and US has stable premium priorities. A reduction in trendcycle churn — Gen Z signaling apparel-durability preferences.
"Collectable value" in apparel rose in US (+6, ↑) and Korea (+9) — resale culture (StockX, archive resale) is visible in the data now.
KOL/influencer endorsement surged in US (+11, ↑) — a clear apparel-specific rebound of influencer-driven discovery in the US, contrasting with China's decline in the same metric.
Japanese Gen Z apparel is uniquely comfort-forward (69%) — practical daily wear dominates over expressive or prestige drivers.
Q.54
Beauty
What are your main considerations when purchasing skincare/haircare/makeup products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
100
US
99
KR
99
JP
98
Good value for money
CN
51
US
56
KR
67
JP
71
Makes me look/feel young/youthful
CN
42
US
43
KR
48
JP
50
I resonate with the aesthetic values of the brand/product
CN
42
US
28
KR
35
JP
26
I resonate with the lifestyle created by the brand/product
CN
42
US
29
KR
39 ↑
JP
25
It looks like a collectible piece of art
CN
37
US
24
KR
16
JP
19 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
27
US
25
KR
25
JP
20
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
CN
23
US
30
KR
37
JP
28
Helps me fit in or to be part of a community
CN
23
US
29
KR
17
JP
17
Makes me feel rich
CN
17
US
24
KR
15 ↑
JP
51
It can be a conversation piece
CN
14
US
22
KR
23
JP
20
It’s rare and owned by few people
CN
14
US
23
KR
13
JP
11
Functional
CN
89
US
85
KR
90
JP
85
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
CN
64 ↑
US
50
KR
47
JP
39
Simpler skincare/haircare/makeup steps to save time
CN
42
US
44
KR
56
JP
66
Gender specific
CN
27
US
18
KR
17
JP
12
Lets me customize
CN
23
US
29
KR
19
JP
25
It employs the most advanced technology & high-tech ingredients
CN
13
US
27 ↑
KR
26
JP
20
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for money
46
48
51
51
Makes me look/feel young/youthful
44
42
44
42
I resonate with the aesthetic values of the brand/product
39
40
40
42
I resonate with the lifestyle created by the brand/product
-
-
-
42
It looks like a collectible piece of art
39
46
44
37
KOL/influencer endorsed or recommended (on social media or live streaming)
24
28
23
27
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
31
35 ↑
27
23
Helps me fit in or to be part of a community
28
30
24
23
Makes me feel rich
19
18
22
17
It can be a conversation piece
22 ↑
20
25 ↑
14
It’s rare and owned by few people
18
20
23 ↑
14
Functional
94
91
90
89
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
55
61
55
64 ↑
Simpler skincare/haircare/makeup steps to save time
45 ↑
36
36
42
Gender specific
30
30
35
27
Lets me customize
32 ↑
27
27
23
It employs the most advanced technology & high-tech ingredients
27 ↑
19
23
13
US
24W1
24W2
25W1
25W2
Emotional
100
100
100
99
Good value for money
65 ↑
71 ↑
69 ↑
56
Makes me look/feel young/youthful
49
59 ↑
57 ↑
43
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
27
26
31
30
Helps me fit in or to be part of a community
26
25
26
29
I resonate with the lifestyle created by the brand/product
-
-
-
29
I resonate with the aesthetic values of the brand/product
31
26
37
28
KOL/influencer endorsed or recommended (on social media or live streaming)
22
19
17
25
Makes me feel rich
25
16
25
24
It looks like a collectible piece of art
21
14
25
24
It’s rare and owned by few people
19
18
12
23
It can be a conversation piece
26
25
21
22
Functional
91
95
90
85
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
55
57
57
50
Simpler skincare/haircare/makeup steps to save time
57 ↑
56 ↑
53
44
Let’s me customize
40 ↑
38
29
29
It employs the most advanced technology & high-tech ingredients
19
24
25
27 ↑
Gender specific
19
27 ↑
16
18
KR
24W1
24W2
25W1
25W2
Emotional
100
100
100
99
Good value for money
82 ↑
84 ↑
78 ↑
67
Makes me look/feel young/youthful
56
61 ↑
57
48
I resonate with the lifestyle created by the brand/product
-
-
-
39 ↑
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
43
45 ↑
39
37
I resonate with the aesthetic values of the brand/product
33
37
34
35
KOL/influencer endorsed or recommended (on social media or live streaming)
23
20
29
25
It can be a conversation piece
21
23
18
23
Helps me fit in or to be part of a community
15
12
16
17
It looks like a collectible piece of art
16
15
12
16
Makes me feel rich
6
11 ↑
13 ↑
15 ↑
It’s rare and owned by few people
13
10
15
13
Functional
94
95 ↑
93
90
Simpler skincare/haircare/makeup steps to save time
74 ↑
68 ↑
67 ↑
56
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
58 ↑
55
59 ↑
47
It employs the most advanced technology & high-tech ingredients
25
26
29
26
Let’s me customize
13
16
19
19
Gender specific
22
18
15
17
JP
Gen Z
Millennials
Gen X
Emotional
98
99
100
Good value for money
71
73
81
Makes me feel rich
51
60
70
Makes me look/feel young/youthful
50
61
56
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
28
26
33
I resonate with the aesthetic values of the brand/product
26
29
37
I resonate with the lifestyle created by the brand/product
25
24
11
It can be a conversation piece
20
16
7
KOL/influencer endorsed or recommended (on social media or live streaming)
20
11
15
It looks like a collectible piece of art
19 ↑
9
4
Helps me fit in or to be part of a community
17
21
15
It’s rare and owned by few people
11
11
11
Functional
85
84
96
Simpler skincare/haircare/makeup steps to save time
66
58
78
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
39
44
41
Let’s me customize
25
25
19
It employs the most advanced technology & high-tech ingredients
20
23
19
Gender specific
12
10
4
Synthesized cross-market observations DRAFT
Value consciousness softened sharply in US (-13) and Korea (-11) — beauty's acute-value era is ending. Japan still anchors on value (71%).
China's clean/natural ingredients surged (+9, ↑, 64%) — the top differentiator for Chinese Gen Z beauty. Competitors should lead clean-ingredient credentials in China.
"Makes me feel rich" is a distinctly Japanese beauty motivator (51%) — 2–3x other markets. Beauty as affordable luxury accessible to Japanese Gen Z.
Advanced technology/ingredients matter most in US (27%, ↑) and Korea (26%) — the tech-first beauty markets. Japan (20%) lags despite global reputation.
Rarity/exclusivity as driver grew in US (+11). Limited-edition beauty launches will resonate with US Gen Z most strongly this wave.
Q.55
Tech
What are your main considerations when purchasing tech products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
100
US
100
KR
100
JP
100
Makes it easier and more convenient to enjoy my life
CN
60
US
47
KR
54
JP
60
Feel my privacy/data security is well protected
CN
48
US
51
KR
50 ↑
JP
50
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
CN
46 ↑
US
45
KR
47
JP
37
I resonate with the value of the brand
CN
45
US
36
KR
41
JP
41
Brands that show strong support of sustainability
CN
35
US
41 ↑
KR
37
JP
30
Its value maintains over time / Collectable
CN
27
US
38
KR
42
JP
32
Helps me fit in or to be part of a community
CN
23
US
36 ↑
KR
29 ↑
JP
21
It can be a conversation piece
CN
19
US
32
KR
32 ↑
JP
29
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
18
US
30 ↑
KR
26
JP
18
Functional
CN
90
US
84
KR
82
JP
90
Can boost productivity
CN
61 ↑
US
31
KR
42
JP
53
Latest or most advanced technology
CN
58 ↑
US
35
KR
38
JP
43
Easy to use
CN
39
US
46
KR
45
JP
50
Lets me customize
CN
23
US
33
KR
18
JP
34
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Makes it easier and more convenient to enjoy my life
63 ↑
52
52
60
Feel my privacy/data security is well protected
47
50
45
48
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
31
43 ↑
40
46 ↑
I resonate with the value of the brand
47
39
48
45
Brands that show strong support of sustainability
49 ↑
41
43
35
Its value maintains over time / Collectable
26
27
30
27
Helps me fit in or to be part of a community
31
26
33 ↑
23
It can be a conversation piece
23
23
23
19
KOL/influencer endorsed or recommended (on social media or live streaming)
22
27 ↑
33 ↑
18
Functional
89
90
88
90
Can boost productivity
48
51
44
61 ↑
Latest or most advanced technology
49
47
44
58 ↑
Easy to use
36
40
35
39
Lets me customize
28
34 ↑
31
23
US
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Feel my privacy/data security is well protected
50
47
51
51
Makes it easier and more convenient to enjoy my life
53
57 ↑
56
47
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
42
35
44
45
Brands that show strong support of sustainability
35
30
37
41 ↑
Its value maintains over time / Collectable
32
35
37
38
I resonate with the value of the brand
33
31
32
36
Helps me fit in or to be part of a community
32
25
31
36 ↑
It can be a conversation piece
26
26
24
32
KOL/influencer endorsed or recommended (on social media or live streaming)
20
17
23
30 ↑
Functional
90
94 ↑
90
84
Easy to use
64 ↑
73 ↑
56
46
Latest or most advanced technology
41
37
34
35
Lets me customize
34
44 ↑
39
33
Can boost productivity
38
42 ↑
35
31
KR
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Makes it easier and more convenient to enjoy my life
64 ↑
67 ↑
56
54
Feel my privacy/data security is well protected
46
41
42
50 ↑
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
46
47
45
47
Its value maintains over time / Collectable
42
49
42
42
I resonate with the value of the brand
34
40
39
41
Brands that show strong support of sustainability
37
35
44 ↑
37
It can be a conversation piece
23
23
24
32 ↑
Helps me fit in or to be part of a community
21
26
28 ↑
29 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
17
21
22
26
Functional
89
86
89
82
Easy to use
55 ↑
45
50
45
Can boost productivity
49
45
43
42
Latest or most advanced technology
49
45
47
38
Lets me customize
18
15
17
18
JP
Gen Z
Millennials
Gen X
Emotional
100
100
100
Makes it easier and more convenient to enjoy my life
60
55
64
Feel my privacy/data security is well protected
50
50
50
I resonate with the value of the brand
41
45
29
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
37
39
43
Its value maintains over time / Collectable
32
31
36
Brands that show strong support of sustainability
30
27
21
It can be a conversation piece
29
25
7
Helps me fit in or to be part of a community
21
24
14
KOL/influencer endorsed or recommended (on social media or live streaming)
18
19
14
Functional
90
92
86
Can boost productivity
53
54
79
Easy to use
50
56
57
Latest or most advanced technology
43
44
79
Lets me customize
34
31
7
Synthesized cross-market observations DRAFT
Productivity boost surged in China (+17, ↑, 61%) — now a top tech driver for Chinese Gen Z. Tech as self-improvement tool, coherent with the AI adoption surge.
Privacy/data security is rising in Korea (+8, ↑) — a distinctive concern against the broader functional-tech pattern.
KOL endorsement for tech grew significantly in US (+7, ↑) and Korea (+4) — tech reviewers/creators regaining influence in purchase decisions in Western markets after a lull.
"Community/belonging" tech drivers rose in US (+5, ↑) — tech-as-social-identity strengthening in the US.
"Latest/most advanced tech" surged in China (+14, ↑, 58%) — Chinese Gen Z values leading-edge specs more than any other market (US 35%, Korea 38%, Japan 43%).
Q.56
Luxury
What are your main considerations when purchasing Luxury products or experience? Please choose 5 most important considerations.
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Emotional
CN
100
US
100
KR
100
JP
100
Shows that I’m trendy and stylish
CN
52
US
38
KR
39
JP
33
I resonate with the values and lifestyles expressed by the brand
CN
48 ↑
US
33
KR
40
JP
32
Its value maintains over time / Collectable
CN
41
US
35
KR
41
JP
39
Feel indulged (the shopping experience, how people treat me)
CN
40 ↑
US
38
KR
40
JP
43
Brands that show strong support of sustainability / It helps me contribute to sustainability
CN
37
US
45 ↑
KR
33
JP
24
Helps me fit in or to be part of a community
CN
30
US
30
KR
28 ↑
JP
24
Helps me stand out or feel different
CN
30
US
33
KR
37
JP
38
It can be a conversation piece
CN
24
US
32
KR
31
JP
25
KOL/influencer endorsed or recommended (on social media or live streaming)
CN
22
US
29
KR
22
JP
24
It’s rare and owned by few people
CN
21
US
27
KR
32 ↑
JP
41
Makes me feel rich
CN
16
US
32
KR
32
JP
45
Functional
CN
82
US
83 ↑
KR
75
JP
77
Its style does not go out of date easily
CN
48 ↑
US
40 ↑
KR
34
JP
31
I can wear them for many occasions/ activities/ looks
CN
43
US
32
KR
33
JP
34
Durable and can be used for a long time
CN
33
US
34
KR
35
JP
35
Looks expensive
CN
15
US
21
KR
21
JP
29
Raw data tables · per market
CN
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Shows that I’m trendy and stylish
45
48
52
52
I resonate with the values and lifestyles expressed by the brand
44
38
48 ↑
48 ↑
Its value maintains over time / Collectable
40
41
37
41
Feel indulged (the shopping experience, how people treat me)
31
32
33
40 ↑
Brands that show strong support of sustainability / It helps me contribute to sustainability
36
34
35
37
Helps me fit in or to be part of a community
30
30
36
30
Helps me stand out or feel different
32
35
28
30
It can be a conversation piece
24
25
24
24
KOL/influencer endorsed or recommended (on social media or live streaming)
28
29
31 ↑
22
It’s rare and owned by few people
26
28
24
21
Makes me feel rich
25 ↑
31 ↑
25 ↑
16
Functional
81
81
78
82
Its style does not go out of date easily
44
38
40
48 ↑
I can wear them for many occasions/ activities/ looks
41
40
39
43
Durable and can be used for a long time
39
36
31
33
Looks expensive
15
16
16
15
US
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Brands that show strong support of sustainability / It helps me contribute to sustainability
32
34
39
45 ↑
Feel indulged (the shopping experience, how people treat me)
34
34
34
38
Shows that I’m trendy and stylish
44
43
38
38
Its value maintains over time / Collectable
34
39
39
35
Helps me stand out or feel different
39
42
48
33
I resonate with the values and lifestyles expressed by the brand
34
30
32
33
Makes me feel rich
34
30
35
32
It can be a conversation piece
28
29
29
32
Helps me fit in or to be part of a community
30
26
30
30
KOL/influencer endorsed or recommended (on social media or live streaming)
26
22
25
29
It’s rare and owned by few people
39
32
35
27
Looks expensive
28 ↑
29 ↑
18
21
Functional
73
79
73
83 ↑
Its style does not go out of date easily
26
33
26
40 ↑
Durable and can be used for a long time
37
39
41
34
I can wear them for many occasions/ activities/ looks
38
38
30
32
KR
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Its value maintains over time / Collectable
41
41
44
41
Feel indulged (the shopping experience, how people treat me)
43
42
44
40
I resonate with the values and lifestyles expressed by the brand
35
39
35
40
Shows that I’m trendy and stylish
37
47 ↑
41
39
Helps me stand out or feel different
41
40
40
37
Brands that show strong support of sustainability / It helps me contribute to sustainability
25
28
32
33
Makes me feel rich
29
27
27
32
It’s rare and owned by few people
28
29
22
32 ↑
It can be a conversation piece
25
24
28
31
Helps me fit in or to be part of a community
18
27 ↑
27 ↑
28 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
21
23
24
22
Functional
85 ↑
79
81
75
Durable and can be used for a long time
52 ↑
44
47 ↑
35
Its style does not go out of date easily
42
38
34
34
I can wear them for many occasions/ activities/ looks
32
28
32
33
Looks expensive
31 ↑
22
22
21
JP
Gen Z
Millennials
Gen X
Emotional
100
100
100
Makes me feel rich
45
49
67
Feel indulged (the shopping experience, how people treat me)
43
43
33
It’s rare and owned by few people
41
32
25
Its value maintains over time / Collectable
39
33
50
Helps me stand out or feel different
38
34
25
Shows that I’m trendy and stylish
33
34
17
I resonate with the values and lifestyles expressed by the brand
32
38
33
It can be a conversation piece
25
24
8
Helps me fit in or to be part of a community
24
33
33
Brands that show strong support of sustainability / It helps me contribute to sustainability
24
29
8
KOL/influencer endorsed or recommended (on social media or live streaming)
24
22
17
Functional
77
66
92
Durable and can be used for a long time
35
44
67
I can wear them for many occasions/ activities/ looks
34
33
58
Its style does not go out of date easily
31
30
33
Looks expensive
29
20
25
Synthesized cross-market observations DRAFT
Sustainability as luxury driver is a US growth story (+6, ↑) — distinct from other markets. Sustainable luxury credentials will resonate most strongly in the US.
"Rare/owned by few" is a Japanese luxury anchor (41%) — rarity-driven aspiration is the defining Japanese luxury frame vs value-lifestyle (China 48%, ↑).
"Classic style" is rising as a luxury driver in both China (+8, ↑) and US (+14, ↑) — timelessness gaining over trend-chasing simultaneously in the two largest luxury markets.
"Makes me feel rich" splits East-West. Japan 45%, US 32%, Korea 32% vs China 16% (-9). Chinese Gen Z is moving away from the aspirational wealth-signaling, toward values/lifestyle resonance.
Luxury as community/belonging rising in Korea (+1, ↑) — subtle but directional. Matches the broader Korean belonging story in values.
Q.57
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
CROSS-MARKET · 25W2 LATEST WAVE · GEN ZCN · US · KR · JP
Functional
CN
93
US
97
KR
99
JP
96
Durable, reliable and requires minimum repair
CN
51 ↑
US
35
KR
45
JP
43
Comfortable interior design with high quality
CN
44
US
34
KR
36
JP
38
Safety features of the car
CN
40
US
37
KR
52
JP
58
Self-driving features/driverless technology, e.g. adaptive cruise control, lane keeping assist, parking assist, full
CN
37
US
28
KR
31
JP
27
Easy access to excellent service and after-sale support
The size of car must accommodate my family and storage needs
36
46
54 ↑
Self-driving features/driverless technology, e.g. adaptive cruise control, lane keeping assist, parking assist, full
27
23
23
Easy access to excellent service and after-sale support
24
28
34
Easy and convenient to charge the battery (e.g. availability of charging stations, fast charge), if it’s an electric
22 ↑
11
14
Potential resale value
17
19
9
Emotional
65 ↑
53
54
Exciting to drive – acceleration and easy to handle
46
46
49
I resonate with the values and lifestyles expressed by the bran
30
30
29
Brands that show strong support of sustainability / It helps me contribute to sustainability
24
17
26
Helps me stand out or feel different (such as being an early adopter of the latest technology)
20
16
14
Helps me fit in or to be part of a community / connect with other owners
20
12
9
It can be a conversation piece
20
12
9
It’s rare and owned by few people
16
12
9
Synthesized cross-market observations DRAFT
Emotional auto drivers are rising everywhere except China. US emotional +4 (↑), Korea +10 (↑), Japan +? (↑). Cars as lifestyle/identity purchase gaining traction — a shift from pure utility framing.
Chinese auto priorities tilt toward reliability + service — durable/reliable 51% (↑, +11), easy after-sale service 37%. Service infrastructure matters most in China.
Safety features dominate in Japan (58%) and Korea (52%) — significantly above China (40%) and US (37%). East Asian auto-buying is safety-first.
Korean auto buyers increasingly seek brand-values alignment (+10, ↑) — auto as identity statement is rising more sharply here than elsewhere.
Fuel/battery efficiency leads in Japan (51%) and Korea (43%) — functional efficiency matters more in East Asia than US (33%). EV/hybrid messaging will play best in these markets.
Self-driving features are a Chinese priority (37%) — 10 points above US (28%). Matches the wider Chinese Gen Z appetite for latest tech.