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 ZJP = TARGET
Trust it more
CHINA
28
US
41 ↑
KOREA
26
JAPAN
16
Trust it less
CHINA
38
US
35
KOREA
45 ↑
JAPAN
46 ↑
No change
CHINA
35 ↑
US
24
KOREA
29
JAPAN
38 ↑
Raw data table
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
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 ZJP = TARGET
Fashion
CHINA
8
US
10
KOREA
12
JAPAN
6
Beauty
CHINA
12 ↑
US
7
KOREA
10
JAPAN
8
Food
CHINA
34 ↑
US
34 ↑
KOREA
27
JAPAN
38 ↑
Tech / gadgets
CHINA
13
US
9
KOREA
6
JAPAN
7
Experiences (travel, concerts, etc.)
CHINA
8
US
10
KOREA
14
JAPAN
21↑
Healthcare
CHINA
17
US
20 ↑
KOREA
14
JAPAN
15
Alcohol
CHINA
7
US
10 ↑
KOREA
17 ↑
JAPAN
4
Raw data table
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
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 ZJP = TARGET
Cut back on non-essentials
CHINA
36 ↑
US
28
KOREA
26
JAPAN
31
Look for cheaper alternatives
CHINA
13
US
32 ↑
KOREA
37 ↑
JAPAN
35 ↑
Buy less overall
CHINA
19
US
24 ↑
KOREA
27 ↑
JAPAN
20
No change
CHINA
32 ↑
US
16
KOREA
10
JAPAN
14
Raw data table
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
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 ZJP = TARGET
Anxious
CHINA
8
US
26 ↑
KOREA
27 ↑
JAPAN
36 ↑
Motivated to stay informed
CHINA
52 ↑
US
37
KOREA
40 ↑
JAPAN
33
Numb – it’s too much
CHINA
11
US
12
KOREA
16
JAPAN
14
Indifferent – doesn’t affect me much
CHINA
29 ↑
US
25 ↑
KOREA
17
JAPAN
16
Raw data table
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
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 ZJP = TARGET
Saving
CHINA
33
US
32
KOREA
33
JAPAN
34
Paying off debt
CHINA
3
US
9
KOREA
6
JAPAN
6
Investing
CHINA
14
US
16
KOREA
24 ↑
JAPAN
15
Spending on things that bring joy
CHINA
40 ↑
US
18
KOREA
25
JAPAN
33
Supporting family
CHINA
9
US
25 ↑
KOREA
12
JAPAN
12
Raw data table
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
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 ZJP = TARGET
Eating out
CHINA
6
US
16 ↑
KOREA
10
JAPAN
16
Traveling
CHINA
14
US
19
KOREA
22
JAPAN
34 ↑
Time off
CHINA
9
US
13
KOREA
10
JAPAN
12
Having no financial anxiety
CHINA
27 ↑
US
27 ↑
KOREA
15
JAPAN
20
High-quality basics (clothes, skincare, tech)
CHINA
44 ↑
US
25 ↑
KOREA
43 ↑
JAPAN
19
Raw data table
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
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 ZJP = TARGET
Very optimistic
CHINA
38 ↑
US
39 ↑
KOREA
20
JAPAN
12
Cautiously hopeful
CHINA
24
US
29
KOREA
27
JAPAN
35 ↑
Neutral
CHINA
33
US
22
KOREA
33
JAPAN
26
Pessimistic
CHINA
5
US
10
KOREA
20 ↑
JAPAN
26 ↑
Raw data table
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
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 ZJP = TARGET
Stability & benefits
CHINA
28
US
29
KOREA
30
JAPAN
28
Flexibility & freedom
CHINA
24
US
21
KOREA
20
JAPAN
26 ↑
Mission & purpose
CHINA
10
US
20 ↑
KOREA
10
JAPAN
14
Salary & growth potential
CHINA
38 ↑
US
31
KOREA
39 ↑
JAPAN
32
Raw data table
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
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 ZJP = TARGET
They are changing body standards
CHINA
17 ↑
US
15
KOREA
12
JAPAN
10
They are mainly a health solution
CHINA
19 ↑
US
17
KOREA
19 ↑
JAPAN
14
They create unhealthy pressure to be skinny
CHINA
20
US
24
KOREA
25
JAPAN
22
They don’t really affect society
CHINA
9
US
10
KOREA
10
JAPAN
8
The perspective that skinny is more beautiful is back
CHINA
8
US
18 ↑
KOREA
13
JAPAN
10
Not familiar enough to say
CHINA
27 ↑
US
17
KOREA
20
JAPAN
35 ↑
Raw data table
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
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 ZJP = TARGET
Climate and environmental collapse
CHINA
24 ↑
US
19
KOREA
21
JAPAN
21
War or geopolitical conflict
CHINA
24 ↑
US
22 ↑
KOREA
17
JAPAN
28 ↑
Technology or AI risks
CHINA
14
US
18
KOREA
21 ↑
JAPAN
17
Economic system failure
CHINA
13
US
13
KOREA
21 ↑
JAPAN
14
Individuals who abuse their power (political, wealth, or technological, etc.)
CHINA
18 ↑
US
21 ↑
KOREA
16
JAPAN
13
I don’t believe there is a major threat
CHINA
7
US
8
KOREA
4
JAPAN
7
Raw data table
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
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 ZJP = TARGET
I welcome it – the society needs views like this to be more balanced
CHINA
22 ↑
US
18
KOREA
7
JAPAN
12
They provide useful guidance
CHINA
28 ↑
US
25
KOREA
18
JAPAN
17
Some are positive, some are harmful
CHINA
31
US
35
KOREA
43 ↑
JAPAN
39
They promote unhealthy values
CHINA
5
US
9
KOREA
12
JAPAN
6
I avoid this kind of content
CHINA
1
US
5
KOREA
5
JAPAN
5
Not familiar with it
CHINA
13 ↑
US
7
KOREA
16 ↑
JAPAN
23 ↑
Raw data table
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
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 ZJP = TARGET
More freedom and independence
CHINA
34 ↑
US
29
KOREA
34 ↑
JAPAN
27
Emotional needs are harder to meet
CHINA
11
US
16 ↑
KOREA
12
JAPAN
9
Less social pressure than before
CHINA
12
US
8
KOREA
14
JAPAN
12
More loneliness
CHINA
6
US
13
KOREA
11
JAPAN
13
A normal way of living – no better or worse than having a spouse
CHINA
28 ↑
US
26
KOREA
22
JAPAN
24
I’m not sure
CHINA
9
US
8
KOREA
7
JAPAN
13
Raw data table
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
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 ZJP = TARGET
Create more jobs than it replaces
CHINA
19 ↑
US
23 ↑
KOREA
16
JAPAN
15
Replace many existing jobs
CHINA
14
US
24 ↑
KOREA
35 ↑
JAPAN
26 ↑
Change how most jobs are done
CHINA
31 ↑
US
25
KOREA
25
JAPAN
21
Mostly affect certain industries only
CHINA
21
US
19
KOREA
16
JAPAN
21
Still too early to tell
CHINA
14 ↑
US
9
KOREA
8
JAPAN
16 ↑
Raw data table
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
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 ZJP = TARGET
They deserve their wealth
CHINA
17
US
19
KOREA
21
JAPAN
14
They should contribute more to society
CHINA
31 ↑
US
38 ↑
KOREA
28
JAPAN
29
Their wealth is a sign of system imbalance
CHINA
17
US
18
KOREA
17
JAPAN
16
Their wealth is a result of innovation
CHINA
21 ↑
US
16
KOREA
19
JAPAN
17
I don’t have strong feelings
CHINA
14 ↑
US
9
KOREA
15 ↑
JAPAN
23 ↑
Raw data table
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
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 ZJP = TARGET
Human wellbeing and basic needs
CHINA
15 ↑
US
28 ↑
KOREA
16 ↑
JAPAN
11
Economic stability and growth
CHINA
30
US
28
KOREA
31
JAPAN
29
Climate and environmental protection
CHINA
20 ↑
US
19
KOREA
21 ↑
JAPAN
13
Peace and conflict prevention
CHINA
28
US
21
KOREA
26
JAPAN
36 ↑
I don’t trust global institutions
CHINA
7
US
4
KOREA
6
JAPAN
12
Raw data table
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
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 ZJP = TARGET
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
CHINA
12
US
28 ↑
KOREA
21 ↑
JAPAN
17
AI-created and AI-assisted content (music, visuals, stories)
CHINA
32 ↑
US
20
KOREA
28 ↑
JAPAN
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
CHINA
17 ↑
US
9
KOREA
7
JAPAN
6
Streaming entertainment (film, TV, K-content, global series)
CHINA
10
US
17 ↑
KOREA
21 ↑
JAPAN
16
Musica scenes and fan communities
CHINA
4
US
7
KOREA
8
JAPAN
14 ↑
Fashion, design, and visual aesthetics
CHINA
11
US
11
KOREA
8
JAPAN
7
I don’t have a strong opinion on this
CHINA
14 ↑
US
9
KOREA
7
JAPAN
16 ↑
Raw data table
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
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 ZJP = TARGET
Having the right degree / diploma
CHINA
8
US
13 ↑
KOREA
12
JAPAN
14
Having strong, up-to-date skills
CHINA
20
US
25 ↑
KOREA
18
JAPAN
22
Having the right connections
CHINA
22 ↑
US
20 ↑
KOREA
12
JAPAN
16
Having proven experience
CHINA
18
US
20
KOREA
23 ↑
JAPAN
20
Knowing how to embrace AI at work
CHINA
21 ↑
US
11
KOREA
20 ↑
JAPAN
11
It depends on the field
CHINA
9
US
11
KOREA
15 ↑
JAPAN
16 ↑
Raw data table
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
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
Japan
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)
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Stability vs. new excitement Stability is more important than new excitement for me
GEN Z
63
MILLENNIAL
67
GEN X
77 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
GEN Z
37 ↑
MILLENNIAL
36 ↑
GEN X
17
Wellbeing I actively care for my mental and emotional health
GEN Z
74
MILLENNIAL
77
GEN X
80
Material stability It’s my first priority to maintain material stability in my life
GEN Z
68
MILLENNIAL
65
GEN X
64
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
GEN Z
68 ↑
MILLENNIAL
59
GEN X
56
Relationship I actively build meaningful, supportive relationships
GEN Z
69 ↑
MILLENNIAL
64
GEN X
54
Fit in I prefer to fit in (rather than stand out)
GEN Z
68
MILLENNIAL
63
GEN X
67
Authenticity I strive to be true to myself, embracing both strengths and flaws
GEN Z
71
MILLENNIAL
67
GEN X
69
Fulfilling work I get personal satisfaction from my job / school work
GEN Z
53
MILLENNIAL
46
GEN X
43
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
GEN Z
74 ↑
MILLENNIAL
67
GEN X
67
Ambition I am focused on success and actively pursue success in my personal and professional life
GEN Z
59 ↑
MILLENNIAL
50
GEN X
34
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
GEN Z
56
MILLENNIAL
57
GEN X
57
Success I set small goals for myself, instead of pursuing grand success defined by social norms
GEN Z
67
MILLENNIAL
67
GEN X
69
Curiosity I believe curiosity is critical to continue to grow as a person
GEN Z
77
MILLENNIAL
77
GEN X
76
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
GEN Z
53
MILLENNIAL
50
GEN X
47
Fun Having fun is the most important aspect of life – live in the moment
GEN Z
80
MILLENNIAL
77
GEN X
80
New excitement I constantly seek activities or things that’ll bring new excitement to my life
GEN Z
59 ↑
MILLENNIAL
54
GEN X
41
Outdoor I try to get outdoors as much as possible
GEN Z
37
MILLENNIAL
36
GEN X
31
Looking good It’s important for me to look attractive and appealing
GEN Z
57
MILLENNIAL
50
GEN X
44
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
GEN Z
45
MILLENNIAL
47
GEN X
33
Raw data table
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
Observations
We just started tracking in Japan since this wave, which sets the baseline for future comparisons. The analysis focuses on the snapshot profile and generational comparisons (the red arrows indicate Gen Z is significantly different from Millennials and Gen X).
Looking at the value statements as a whole, the agreement levels are notably low, compared to its Asian counterparts, and US Gen Z. This shows Japan respondents tend to show moderate, non-committal survey responses.
The lower scores also signal Japanese Gen Z holds their values and identities loosely rather than with strong conviction.
With this in mind, the score of 80% for fun is a clear outlier. Japanese Gen Z holds strong the belief to enjoy life, create lightness and pleasure.
This is coherent with their significant pursuit of new excitement 59%, not very high compared with other markets, but still unique to this generation.
Only 37% Japanese Gen Z are willing to take risks and seize a good opportunity (7 out of 10 in China and US, 1 out of 2 in Korea) – yet they are significantly more adventurous than Gen X (17%) already.
Some items showing relatively high agreement levels and are unique to Gen Z are belonging/relationship, wellbeing, and recognition. This suggests Japanese Gen Z, while holding most values loosely, is trying to maintain a healthy, balanced perspective that accounts for both internal wellbeing and external connection.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Being happy with who I am
GEN Z
45
MILLENNIAL
47
GEN X
51
Having autonomy and doing things that I enjoy in work or life
GEN Z
44
MILLENNIAL
51
GEN X
51
Achieving personal fulfillment from work / school
GEN Z
38 ↑
MILLENNIAL
26
GEN X
24
Constant personal growths, in work or life (new skills, better overall condition)
GEN Z
37
MILLENNIAL
40
GEN X
40
Self-reliance or independence
GEN Z
36 ↑
MILLENNIAL
30
GEN X
29
Building strong relationships, creating community
GEN Z
32 ↑
MILLENNIAL
25
GEN X
26
Achieving tangible, measurable goals
GEN Z
27
MILLENNIAL
31
GEN X
26
Achieving happiness despite things don’t always go the way I want
GEN Z
24
MILLENNIAL
33
GEN X
36
Making a positive impact in the world
GEN Z
16
MILLENNIAL
16
GEN X
16
Raw data table
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
Observations
Below are some descriptions of what success could look like. Can you please choose 3 descriptions that can best describe your view of success?
The top two items – being happy with who I am, having autonomy – reflect an inward-facing, self-referential definition of success – self-determination and personal contentment.
This aligns with the 80% highest agreement level for “Having fun in life is most important”.
However, interestingly, definitions about achievement, fulfillment comes next, and are unique to Gen Z.
External connections / building meaningful relationship is another definition distinctive to Gen Z.
Japanese Gen Z’s success seems largely to be characterized by a life that is self-defined, emotionally sustainable, and relationally grounded. Success is a livability more than achievement.
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
GENERATIONAL BREAKDOWN · JAPANZ · M · X
AI/future technologies
GEN Z
27
MILLENNIAL
26
GEN X
30
Work/life balance
GEN Z
22
MILLENNIAL
26
GEN X
31
Travel / latest visa policies
GEN Z
19
MILLENNIAL
20
GEN X
19
Latest cultural, fashion trends
GEN Z
19
MILLENNIAL
16
GEN X
14
Domestic sports event
GEN Z
19
MILLENNIAL
23
GEN X
17
Trendy / new brands and brand events
GEN Z
16
MILLENNIAL
13
GEN X
11
Stock market
GEN Z
15
MILLENNIAL
25
GEN X
33
Healthy, active lifestyle
GEN Z
15
MILLENNIAL
25
GEN X
33
Work style (e.g. hybrid style, digital nomad)
GEN Z
15
MILLENNIAL
19
GEN X
17
International sports event
GEN Z
15
MILLENNIAL
20
GEN X
23
Mental wellness
GEN Z
14
MILLENNIAL
25
GEN X
16
Environmental policies and initiatives / Global warming
GEN Z
14
MILLENNIAL
12
GEN X
20
Embracing outdoors and nature (camping, backpacking, watersports, snow sports, etc.)
AI/future technologies sits at the top. The only other market that follows AI topics more closely is China. However, the lead of AI above other topics are among the strongest – showing much attention on this area.
However, Japanese Gen Z’s topic profile shows a notably compressed range – meaning very few topics dominate and very few are ignored entirely. They follow many things with a moderate interest – aligning with their holding everything loosely quality of the attitude data.
Relatively speaking, work/life balance still is relevant despite it is a mature conversation, signaling this remains an active, unsolved tension among Japanese Gen Z.
Aging society at 9% seems surprisingly low, considering Japan has the world’s most rapidly aging population. This may show a kind of acceptance.
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 %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Positive
GEN Z
65
MILLENNIAL
62
GEN X
64
Content
GEN Z
22
MILLENNIAL
21
GEN X
24
Fun
GEN Z
21
MILLENNIAL
18
GEN X
13
Peaceful / Chill / Relaxed
GEN Z
19
MILLENNIAL
24 ↑
GEN X
31 ↑
Happy / joyful
GEN Z
14
MILLENNIAL
14
GEN X
11
Thankful
GEN Z
13
MILLENNIAL
18
GEN X
21
Hopeful / optimistic
GEN Z
12
MILLENNIAL
10
GEN X
9
Energetic
GEN Z
10
MILLENNIAL
11
GEN X
13
Exciting / Excited
GEN Z
9
MILLENNIAL
7
GEN X
3
Encouraged
GEN Z
6
MILLENNIAL
6
GEN X
3
Adventurous / brave
GEN Z
6
MILLENNIAL
4
GEN X
4
Negative
GEN Z
61
MILLENNIAL
59
GEN X
63
Stressful
GEN Z
23
MILLENNIAL
30 ↑
GEN X
30
Worried / Anxious
GEN Z
23
MILLENNIAL
22
GEN X
24
Exhausted / Tired
GEN Z
20
MILLENNIAL
22
GEN X
17
Helpless
GEN Z
11
MILLENNIAL
11
GEN X
6
Lonely
GEN Z
11
MILLENNIAL
7
GEN X
9
Depressed / Sad
GEN Z
10
MILLENNIAL
8
GEN X
6
Angry
GEN Z
6
MILLENNIAL
6
GEN X
9
Lost / Confused
GEN Z
6 ↑
MILLENNIAL
2
GEN X
7 ↑
Numb
GEN Z
5
MILLENNIAL
4
GEN X
4
Disappointed
GEN Z
4
MILLENNIAL
6
GEN X
6
Defeated
GEN Z
2
MILLENNIAL
3 ↑
GEN X
1
Neutral
GEN Z
40
MILLENNIAL
40
GEN X
41
Routine
GEN Z
23
MILLENNIAL
24
GEN X
23
Eventful
GEN Z
9
MILLENNIAL
7
GEN X
9
Uncertain
GEN Z
8
MILLENNIAL
8
GEN X
7
Detached / unengaged
GEN Z
7
MILLENNIAL
8
GEN X
10
Raw data table
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
Observations
65% positive, 61% negative – Japanese Gen Z is living in a fairly ambivalent emotional space right now.
Leading positive emotions: content, fun, peaceful/chill/relaxed. These are low-energy, quiet positive states.
Happy, energetic, and exciting are around low 10s.
This is consistent with the value data – Japanese Gen Z isn’t about big highs or grand optimism. Instead, they find satisfaction in calm, everyday moments.
This shows their “small but certain happiness” kind of emotional space.
Stress, anxiety and exhaustion are the dominant negatives – a familiar combination for a generation navigating a demanding society.
What’s notable is that anger (6%) and defeated (2%) are very low – showing they’re carrying their burden quietly rather than directing it outwardly.
About 1 in 10 Japanese Gen Z feel helpless, lonely, or sad – the highest of these emotions among all 4 markets. Beneath the calm exterior, some real pain is present.
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 %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Relationship with family
GEN Z
16
MILLENNIAL
22
GEN X
23
Friendship / social connections
GEN Z
11
MILLENNIAL
8
GEN X
4
School / education
GEN Z
8 ↑
MILLENNIAL
2
GEN X
-
Physical health
GEN Z
8 ↑
MILLENNIAL
10 ↑
GEN X
1
Overall sense of fulfilment
GEN Z
7
MILLENNIAL
4
GEN X
3
Work-life balance
GEN Z
7
MILLENNIAL
7
GEN X
11 ↑
Exercise / physical activity habits
GEN Z
7 ↑
MILLENNIAL
3
GEN X
13 ↑
Work / career
GEN Z
6
MILLENNIAL
7
GEN X
7
Relationship with digital devices / social media
GEN Z
6
MILLENNIAL
4
GEN X
1
Income stability
GEN Z
5
MILLENNIAL
7
GEN X
9
Cost of living / daily expenses
GEN Z
4
MILLENNIAL
7
GEN X
7
Mental health
GEN Z
4
MILLENNIAL
7
GEN X
7
Ability to plan for the future
GEN Z
4
MILLENNIAL
4
GEN X
6
Housing situation
GEN Z
3
MILLENNIAL
4
GEN X
6
Everything
GEN Z
3
MILLENNIAL
3
GEN X
1
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Income stability
GEN Z
11
MILLENNIAL
13
GEN X
12
Ability to plan for the future
GEN Z
11 ↑
MILLENNIAL
8
GEN X
3
Mental health
GEN Z
10
MILLENNIAL
9
GEN X
10
Cost of living / daily expenses
GEN Z
9
MILLENNIAL
8
GEN X
14 ↑
Work / career
GEN Z
8
MILLENNIAL
9
GEN X
7
Friendship / social connections
GEN Z
8
MILLENNIAL
6
GEN X
4
Overall sense of fulfilment
GEN Z
7
MILLENNIAL
4
GEN X
6
School / education
GEN Z
7 ↑
MILLENNIAL
3
GEN X
1
Work-life balance
GEN Z
6
MILLENNIAL
10 ↑
GEN X
4
Exercise / physical activity habits
GEN Z
6
MILLENNIAL
9
GEN X
4
Physical health
GEN Z
6
MILLENNIAL
5
GEN X
13 ↑
Relationship with family
GEN Z
5
MILLENNIAL
5
GEN X
7
Everything
GEN Z
2
MILLENNIAL
2
GEN X
4
Housing situation
GEN Z
2
MILLENNIAL
3
GEN X
3
Relationship with digital devices / social media
GEN Z
1
MILLENNIAL
4 ↑
GEN X
6 ↑
Raw data table
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
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 ↑
Observations
Again, just like the other three markets, overall no single dominant win or pain point – suggesting Gen Z experiences wellbeing as fragmented and multidimensional rather than anchored to one life domain.
Family and friendship anchor the “going well” side.
But Gen Z scores a little lower than older generations on family – this generation gap likely reflect Gen Z is still navigating the complicated terrain of living with parents, asserting independence.
Friendship is a bright spot for Japanese Gen Z – higher than the older generations. In the values data, they’re more convicted in belonging and relationship and that is paying off in daily life. Given how much loneliness features as a concern, this number is an encouraging signal.
Not going well side is dominated by a financial and future planning cluster – similar with Gen Zs in the other 3 markets.
Closely following the financial tension is mental health – 1 in 10 Japanese Gen Z identifies as the area in life that’s not going well – same level with Korean Gen Z and 2% higher than Chinese and US Gen Z.
Their wellbeing map looks relationally healthy but financially anxious, future-uncertain, with some mental health struggles. Their pain point are both externally and internally structured and they seek to anchor around healthy relationships.
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 %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Do things that I myself like to do
GEN Z
41 ↑
MILLENNIAL
30
GEN X
31
Time with family/friends
GEN Z
30
MILLENNIAL
28
GEN X
24
Physical health
GEN Z
28
MILLENNIAL
42 ↑
GEN X
51 ↑
Mental/Emotional health
GEN Z
25
MILLENNIAL
32
GEN X
30
Travel and adventures
GEN Z
21
MILLENNIAL
23
GEN X
24
Work/life balance
GEN Z
21
MILLENNIAL
25
GEN X
19
Personal finance
GEN Z
14
MILLENNIAL
18
GEN X
23
Entertainment
GEN Z
14
MILLENNIAL
16
GEN X
17
Personal development
GEN Z
14
MILLENNIAL
10
GEN X
10
Getting to know or use AI more
GEN Z
13
MILLENNIAL
13
GEN X
16
Being in nature
GEN Z
11
MILLENNIAL
13
GEN X
9
Community-building
GEN Z
9 ↑
MILLENNIAL
6
GEN X
1
Home improvement / renovation
GEN Z
4
MILLENNIAL
7
GEN X
-
Raw data table
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
-
Observations
“Do things I like” leads with a significant margin (#1 41%, #2 30%). It fits perfectly with all the data we’ve seen so far: 80% agreement level of “Having fun is the most important thing in life”, the autonomy-first definition of success, the content and peaceful emotional register. Their #1 priority continues to be about these internal dimensions likely to control by oneself – not upward mobility like finance, personal development.
The top 6 priorities that are above 20% (meaning at least 1 in 5 Japanese Gen Z will focus more) are personal and restorative – recovery and enjoyment over striving.
Community-building score is low but unique to Gen Z (significantly higher than older generations), which means they’re making more effort in creating small groups / community than older generations. But they probably still prefer building more intimate friendship than bigger a bigger, communal relationships.
Section
Lifestyle
Japan
Q.25
Increased Time Spent by Activity
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Browsing social media platforms
GEN Z
40 ↑
MILLENNIAL
37
GEN X
26
Resting / sleeping
GEN Z
28
MILLENNIAL
25
GEN X
24
Personal interests and hobbies
GEN Z
28
MILLENNIAL
23
GEN X
23
Watching TV/movies at home
GEN Z
24
MILLENNIAL
30
GEN X
29
Time with friends
GEN Z
24 ↑
MILLENNIAL
10
GEN X
6
Personal grooming (putting on makeup, shaving, etc.)
GEN Z
20 ↑
MILLENNIAL
11
GEN X
7
Cooking
GEN Z
16
MILLENNIAL
15
GEN X
17
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
GEN Z
16 ↑
MILLENNIAL
10
GEN X
11
School / working at a paid job
GEN Z
15 ↑
MILLENNIAL
6
GEN X
4
Time with your spouse or significant other
GEN Z
14
MILLENNIAL
24
GEN X
14
Self-development (e.g. further learning after work/school or not required by work/school)
GEN Z
12
MILLENNIAL
10
GEN X
7
Reading magazines or newspapers, online or offline
GEN Z
10
MILLENNIAL
13
GEN X
4
None of the above
GEN Z
10
MILLENNIAL
13
GEN X
11
Reading a long-form book (fiction, non-fiction, poetry)
GEN Z
9
MILLENNIAL
11
GEN X
6
Raw data table
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
Observations
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?
Among Gen Z (15-29) | Multiple selections | Response in %
Japanese Gen Z’s daily time expansion centers on digital-social engagement, hobbies, peer interaction, self-presentation, light outdoor activities. This creates a lifestyle that feels expressive, social, identity conscious, active, and less domestically fixed than older cohorts.
They are choosing light, flexible life enrichment rather than more serious commitment such as self-development, reading a long-form book.
Q.26
Drivers of Time Investment in Self-Development
GENERATIONAL BREAKDOWN · JAPANZ · M · X
[Personal growth] Acquiring new skills can enhance my life and personal growth
GEN Z
51
MILLENNIAL
58
GEN X
100
[Enhancing career] Acquiring new skills can help enhance my career
GEN Z
44
MILLENNIAL
31
GEN X
60
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
GEN Z
39
MILLENNIAL
38
GEN X
20
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job
GEN Z
31
MILLENNIAL
31
GEN X
20
[Better use of time] I want to use my time better outside work / school
GEN Z
31
MILLENNIAL
19
GEN X
20
[Mental health] To relieve stress from work / school and manage negative emotions better
GEN Z
23
MILLENNIAL
23
GEN X
-
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
GEN Z
22
MILLENNIAL
27
GEN X
40
[Inspiration from social] I was inspired by what I saw people are doing on social media
GEN Z
22
MILLENNIAL
23
GEN X
20
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
GEN Z
18
MILLENNIAL
19
GEN X
-
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
GEN Z
16
MILLENNIAL
31
GEN X
20
Raw data table
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
Observations
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?
Among Gen Z (15-29) | Answer Selections = 3 | Response in %
Note: Very small base for Millennials (n=26) and Gen X (n=5); low statistical validity
Personal development is about growth and future proof.
It also is part of identity building (autonomy & independence), which nearly as important as career.
The less significant motivations form a long tail – around better use of time, mental health, belonging, gap fulfilment.
For most Japanese Gen Z, self-improvement is an intentional, purposeful choice for a better self and better life down the road.
Q.27
Drivers of Time Investment in Personal Interests
GENERATIONAL BREAKDOWN · JAPANZ · M · X
They bring me happiness
GEN Z
65
MILLENNIAL
53
GEN X
31
To relieve stress from work / school
GEN Z
57
MILLENNIAL
58
GEN X
50
They align with my personal belief and values
GEN Z
42
MILLENNIAL
58
GEN X
63
It’s a way of getting to know people who have similar interests or hobbies
GEN Z
35
MILLENNIAL
28
GEN X
13
I want to use my time better outside work / school
GEN Z
34
MILLENNIAL
32
GEN X
63
I was inspired by what I saw people are doing on social media
GEN Z
34
MILLENNIAL
27
GEN X
19
It’s a way of me prioritizing independence
GEN Z
33
MILLENNIAL
43
GEN X
63
Raw data table
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
Observations
You mentioned spending more time on personal interests/hobbies. What are the most important reasons?
Among Gen Z who spent more time on personal interests | Answer Selections = 3 | Response in %
Note: Very small base for Gen X (n=16); low statistical validity
Hobbies serve as important resources of emotional infrastructure: joyful reward, daily satisfaction and stress management.
For 1 in every 3 Japanese Gen Z, hobbies community building and socially inspired, as much as it’s a way to use time wisely and emphasize independence.
Q.28
Regular Go-To Activities
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Resting, not doing much or doing less
GEN Z
37
MILLENNIAL
43
GEN X
43
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
GEN Z
37 ↑
MILLENNIAL
23
GEN X
23
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
GEN Z
36 ↑
MILLENNIAL
34
GEN X
21
Exercise, overall health management (e.g. jogging, walking, strength training)
GEN Z
25
MILLENNIAL
26
GEN X
30
Travel somewhere for fun, not for business
GEN Z
20
MILLENNIAL
26
GEN X
17
Sports (e.g. basketball, soccer, skateboarding)
GEN Z
20
MILLENNIAL
19
GEN X
17
Self-development activities (e.g. reading, learning a new skill)
GEN Z
18
MILLENNIAL
16
GEN X
17
Visiting places that recommend by friends or social media
GEN Z
16
MILLENNIAL
14
GEN X
13
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
GEN Z
15
MILLENNIAL
15
GEN X
10
Raw data table
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
Observations
Over the past 6 months, which of the following activities have you engaged in regularly?
Among Gen Z (15-29) | Multiple selections | Response in %
Socializing, resting and entertainment activities are how 1 in every 3 Japanese Gen Z spend their time daily.
Unlike their counterparts in China and Korea, Japanese Gen Z deprioritize Self-development and exercise (~30-40% participations).
In summary, outside work and school, Japanese Gen Z’s leisure life is mostly around social and cultural experience, and emotional recovery, instead of activities requiring stronger commitment. Outdoor experience is deprioritized, which is consistent with the values data earlier.
Q.29
Exercises / Fitness
BASE · Among Gen Z who regularly exercise (15-29) | Multiple selections | Base: Gen Z (15-29) n=165, Millennials (30-43) n=68*, Gen X (44-50) n=21** | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Walking in the city/neighborhood or park in a leisure way
GEN Z
50
MILLENNIAL
53
GEN X
62
Exercises at home using an App
GEN Z
35
MILLENNIAL
46
GEN X
38
Working out in the gym by myself (without a trainer)
GEN Z
32
MILLENNIAL
38
GEN X
29
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
GEN Z
22
MILLENNIAL
19
GEN X
5
Biking around the city/neighborhood in a leisure way
GEN Z
20
MILLENNIAL
16
GEN X
14
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
GEN Z
18
MILLENNIAL
15
GEN X
5
Working out in the gym with a trainer
GEN Z
14
MILLENNIAL
16
GEN X
5
Skateboarding around the city/neighborhood in a leisure way
GEN Z
5
MILLENNIAL
6
GEN X
-
Raw data table
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
-
Observations
What kinds of exercise and fitness activities do you regularly do?
Note: Very small base for Gen X (n=21); low statistical validity
Walking dominates by a large margin (50%) – Japanese Gen Z fitness is lifestyle-based, not intense training.
App-guided exercise at home and working out at a gym are most common structured exercise formats.
Formats involving better organization or commitment are less popular like group exercise and trainer-led exercise. Low barrier, flexible and low efforts formats win.
Q.30
Sports
BASE · Among Gen Z who regularly play sports (15-29) | Base: Gen Z (15-29) n=136, Millennials (30-43) n=50*, Gen X (44-50) n=12** | Multiple selections | Response in %
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
-
-
Observations
What kinds of sports do you play regularly?
Overall, Japanese Gen Z’s sports participations are significantly lower compared with the other three markets. They’re less active and seem less willing to make efforts or less open.
Running is the main default sport – most accessible, individual and flexible sport – fits the Japanese Gen Z profile of low-friction, personally manageable activities.
Soccer and baseball are the popular team sports. Japan’s relatively strong football and baseball culture and appeal resonate with this cohort.
E-sports and cycling show some resonance among Japanese Gen Z, similar level with China and US. The rest of the emergent category is broad but participations are small.
HYROX and Padel enter at 1% - the lowest across all markets, showing a cautious early adoption.
In summary, Japanese Gen Z’s sports participation is modest in scale – individual accessible sports are leading, some team sports are present but not dominant. Their sports identity is built around personal flexibility and cultural resonance, less about adventurous and open to new formats.
Q.31
Outdoor Activities
BASE · Among Gen Z who regularly do outdoor activities (15-29) | Base: Gen Z (15-29) n=101, Millennials (30-43) n=40*, Gen X (44-50) n=7** | Multiple selections | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
City walks
GEN Z
57
MILLENNIAL
50
GEN X
29
Biking/Cycling
GEN Z
28
MILLENNIAL
28
GEN X
14
Camping
GEN Z
27
MILLENNIAL
28
GEN X
29
Hiking
GEN Z
23
MILLENNIAL
35
GEN X
57
Glamping
GEN Z
14
MILLENNIAL
10
GEN X
-
Skiing
GEN Z
14
MILLENNIAL
25
GEN X
-
Fishing
GEN Z
11
MILLENNIAL
28
GEN X
43
Street dance
GEN Z
9
MILLENNIAL
3
GEN X
14
Snowboarding
GEN Z
8
MILLENNIAL
15
GEN X
14
Ice-skating
GEN Z
8
MILLENNIAL
-
GEN X
-
Streetball
GEN Z
7
MILLENNIAL
3
GEN X
-
Flag football
GEN Z
5
MILLENNIAL
-
GEN X
-
Surfing
GEN Z
4
MILLENNIAL
5
GEN X
-
Stand-up paddle board
GEN Z
4
MILLENNIAL
-
GEN X
14
River trekking
GEN Z
4
MILLENNIAL
-
GEN X
14
Ultimate frisbee
GEN Z
2
MILLENNIAL
3
GEN X
-
Raw data table
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
-
Observations
What kinds of outdoor activities do you regularly do?
City walk is the top activity by a significant margin (about +30%), consistent with the Japanese urban culture – walkable cities with dense neighborhoods, parks, river paths – makes walking a natural, accessible outdoor behavior.
Biking – the second popular outdoor activity also fits the urban mobility culture – also low barrier, flexible.
Camping and hiking together in the second tier cluster. Relatively low participation especially considering the extraordinary hiking infrastructure – from day hikes to multi-day mountain trails – this may reflect the effort barrier of leaving the city versus the accessibility of urban walking.
The theme of low-barrier, low-friction, low-effort activities aligns with Japanese Gen Z’s prioritization of resting.
Q.32
Domestic / International Travel Destinations
BASE · Among Gen Z who regularly travel (15-29) | Base: Gen Z (15-29) n=135, Millennials (30-43) n=69*, Gen X (44-50) n=12** | Multiple selections | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Domestic destinations, not including staycations
GEN Z
88
MILLENNIAL
93
GEN X
92
International destinations
GEN Z
30
MILLENNIAL
33
GEN X
25
Staycations
GEN Z
23
MILLENNIAL
25
GEN X
-
Raw data table
Gen Z
Millennials
Gen X
Domestic destinations, not including staycations
88
93
92
International destinations
30
33
25
Staycations
23
25
-
Observations
In the past 6 months, have you traveled to the following types of destinations for leisure?
Japanese Gen Z shows the highest domestic travel rate among 4 markets (China 87%, US 55%, Korea 67%).
Their international travels are among the lowest across markets (together with US, China varies, Korea highest 49% in 25W2). The value and enjoyment found domestically appears sufficient for most.
Only 16.8% of Japan’s population holds a valid passport as of end 2024, droppy by 15% compared to 2019. https://www.travelvoice.jp/english/japanese-passport-holder-percentage-is-just-17-in-2024-reduced-by-15-compared-to-2019
About 6 in 10 Japanese Gen Z said they had no desire to travel abroad. https://www0.sun.ac.za/japancentre/2025/07/02/only-1-in-6-why-fewer-japanese-are-holding-passports/
Concerns of global stability and rising costs overseas weakened appetite for travel among younger generations in Japan.
Q.33
Types of Destinations
BASE · Among Gen Z who traveled domestically | Base: Gen Z (15-29) n=119, Millennials (30-43) n=64*, Gen X (44-50) n=11** | Multiple selections | Response in % | Among Gen Z who traveled internationally | Base: Gen Z (15-29) n=40*, Millennials (30-43) n=23**, Gen X (44-50) n=3** | Multiple selections | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Well-known nature (mountains, lakes, etc.)
GEN Z
62
MILLENNIAL
59
GEN X
55
Theme parks
GEN Z
46
MILLENNIAL
48
GEN X
45
Cosmopolitan urban city
GEN Z
44
MILLENNIAL
38
GEN X
18
Small towns/villages
GEN Z
28
MILLENNIAL
23
GEN X
27
Remote, niche nature that are not discussed much among friends or on social media
GEN Z
22
MILLENNIAL
23
GEN X
9
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
GEN Z
85
MILLENNIAL
65
GEN X
67
Well-known nature (mountains, lakes, etc.)
GEN Z
53
MILLENNIAL
48
GEN X
33
Theme parks
GEN Z
35
MILLENNIAL
57
GEN X
33
Remote, niche nature that are not discussed much among friends or on social media
GEN Z
28
MILLENNIAL
22
GEN X
-
Small towns/villages
GEN Z
25
MILLENNIAL
17
GEN X
33
Raw data table
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
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
Observations
Domestic trips
What types of destinations did you visit during your trip?
International Destinations
What types of destinations did you visit during your trip?
Domestic: nature leads by a significant margin. 6 in 10 visit well-known nature – mountains, lakes, onsen regions. Consistent with the outdoor activity data showing hiking and camping as regular behaviors among travelers. Theme parks and urban cities cluster behind with rather strong penetration – Universal Studio Japan, Disneyland are among Asia’s most visited theme parks.
International: urban cities dominate overwhelmingly at 85%. Among the small portion of Japanese Gen Z who travel abroad, they’re appealed by what Japan can’t offer – different urban cultures, food scenes, city experiences. Half of Gen Z would explore well-known nature – showing international travels are genuinely curious and exploratory seeking iconic and some off-the-beaten-path experiences when they do venture out.
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Among Gen Z who traveled domestically | Base: Gen Z (15-29) n=119, Millennials (30-43) n=64*, Gen X (44-50) n=11** | Multiple selections | Response in % | Among Gen Z who traveled internationally | Base: Gen Z (15-29) n=40*, Millennials (30-43) n=23**, Gen X (44-50) n=3** | Multiple selections | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
I travel regularly so I didn’t have a specific goal
GEN Z
57
MILLENNIAL
48
GEN X
27
To relax on the beach / in the hotel
GEN Z
29
MILLENNIAL
45
GEN X
36
For some other cultural events
GEN Z
22 ↑
MILLENNIAL
9
GEN X
9
For a concert
GEN Z
17
MILLENNIAL
17
GEN X
9
To watch a sports event
GEN Z
12
MILLENNIAL
13
GEN X
9
To participate in a sports event
GEN Z
7
MILLENNIAL
14
GEN X
-
For a film festival
GEN Z
7
MILLENNIAL
6
GEN X
-
Cruise ship trip
GEN Z
6
MILLENNIAL
13
GEN X
-
GENERATIONAL BREAKDOWN · JAPANZ · M · X
I travel regularly so I didn’t have a specific goal
GEN Z
55
MILLENNIAL
22
GEN X
67
To relax on the beach / in the hotel
GEN Z
45
MILLENNIAL
48
GEN X
-
For some other cultural events
GEN Z
20
MILLENNIAL
9
GEN X
-
To watch a sports event
GEN Z
18
MILLENNIAL
26
GEN X
-
For a concert
GEN Z
15
MILLENNIAL
30
GEN X
-
To participate in a sports event
GEN Z
13
MILLENNIAL
26
GEN X
-
For a film festival
GEN Z
13
MILLENNIAL
17
GEN X
-
Cruise ship trip
GEN Z
10
MILLENNIAL
17
GEN X
-
Raw data table
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
-
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
-
Observations
Domestic trips
International trips
“I travel regularly without a specific goal” is a top trigger for both domestic and international travel. Japanese Gen Z travelers are the most habitual, purposeless traveler across all four markets.
Cultural events is a unique Gen Z domestic travel trigger – festivals, exhibitions, art events, seasonal celebrations.
Other occasions are some triggers but not prevalent among travelers. Most of their travels both domestic and international are defined by habit and curiosity rather than occasion and relaxation.
Q.35
Entertainment, Arts, Culture
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Watching TV/movies at home
GEN Z
54
MILLENNIAL
48
GEN X
60
Watching movies in a cinema
GEN Z
40
MILLENNIAL
47
GEN X
67
Shopping
GEN Z
39
MILLENNIAL
41
GEN X
40
Going to concerts, shows, theaters, stage performance
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
-
Observations
Which entertainment, arts and culture activities do you engage in regularly?
Among Gen Z who regularly engage in entertainment/arts/culture (15-29) | | Base: Gen Z (15-29) n=238, Millennials (30-43) n=88*, Gen X (44-50) n=15** | Multiple selections | Response in %
Japanese Gen Z’s entertainment is screen led – home or cinema. Similar with the other three markets.
However, they stand out with Concerts and live performance across markets, and compared to the older generations in Japan. Japan’s rich live entertainment gives this cohort diverse options that clearly resonate strongly.
1 in 5 of them also participate in store events regularly. Consistent with incidence of brand groups below.
Cultural institution visits are less common among Japanese Gen Z whose cultural engagement is more experiential and participatory (concerts, store events).
Q.36
Socializing, Connecting with Others
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Shopping together
GEN Z
47
MILLENNIAL
43
GEN X
50
Go to restaurants/bars
GEN Z
41
MILLENNIAL
50
GEN X
50
Go to coffee shops
GEN Z
40 ↑
MILLENNIAL
25
GEN X
63
Playing video games with friends
GEN Z
25
MILLENNIAL
17
GEN X
25
Playing board game at home/friends’ home or at boardgame bars
GEN Z
21
MILLENNIAL
12
GEN X
6
Going to park / picnic together
GEN Z
15
MILLENNIAL
17
GEN X
38
Go to museums or exhibits together
GEN Z
12
MILLENNIAL
10
GEN X
6
Social events with fellow pet owners
GEN Z
7
MILLENNIAL
13
GEN X
6
Neighborhood events or activities
GEN Z
6
MILLENNIAL
17
GEN X
-
Volunteering
GEN Z
6
MILLENNIAL
5
GEN X
-
Social events with people of shared traits/features, e.g. MBTI theme social
GEN Z
5
MILLENNIAL
12
GEN X
6
Hosting friends and make drinks at home / Home bars
GEN Z
4
MILLENNIAL
12
GEN X
-
Raw data table
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
-
Observations
How do you typically connect and socialize with friends?
Among Gen Z (15-29) | Base: Gen Z (15-29) n=247, Millennials (30-43) n=60*, Gen X (44-50) n=16** | Multiple selections | Response in %
Japanese Gen Z’s social life is built around public consumption space: shops, restaurants, cafes, gaming venues, rather than home or organized community events.
Shopping / coffee shops both lead as the most popular social activities – both highest among all four markets.
Cultural or outdoor activities are less popular – suggesting they prefer easy, low-pressure hangouts – a mindset prevalent in other behavioral data as well.
They are the most reluctant to invite friends over home among all four markets (US 26%, China & Korea 15%). Living space can be a real constraint. But cultural norms around private space instead of a social venue might matter more.
Q.37
Self-Development Activities
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Reading books
GEN Z
43
MILLENNIAL
42
GEN X
67
Learning a new skill (e.g. instrument, driving, painting)
GEN Z
41
MILLENNIAL
40
GEN X
33
Learning or studying together with a buddy/friend
GEN Z
24
MILLENNIAL
23
GEN X
8
Reading magazines, articles, digital or paper form
GEN Z
23
MILLENNIAL
42
GEN X
25
Applying a new tool to manage knowledge and information (e.g. Notion)
GEN Z
22
MILLENNIAL
19
GEN X
-
Enrolling in online courses
GEN Z
18
MILLENNIAL
19
GEN X
17
Attending forums, speeches, lectures after school/work
GEN Z
13
MILLENNIAL
19
GEN X
-
Attending short-term camps (e.g. coding camp)
GEN Z
10
MILLENNIAL
9
GEN X
-
Weekend/Night school
GEN Z
9
MILLENNIAL
16
GEN X
-
Raw data table
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
-
Observations
What self-development activities do you engage in?
Among Gen Z engaging in self-development (15-29) | Base: Gen Z (15-29) n=119, Millennials (30-43) n=43*, Gen X (44-50) n=12** | Multiple selections | Response in %
Japanese Gen Z’s self-development landscape centers around the classic structures: reading books and learning a new skill.
Other formats present but not at scale. Most Gen Z is not as driven as their counterparts in China and Korea, even in the US. Consistent with Japan’s more modest ambition scores and their pragmatic, self-directed approach to growth.
Q.38
Resting, Relaxation & Recovery
BASE · Among Gen Z (15-29) | Base: Gen Z (15-29) n=246, Millennials (30-43) n=111, Gen X (44-50) n=30* | Multiple selections | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Listening to music
GEN Z
64 ↑
MILLENNIAL
47
GEN X
37
Quiet time relaxing and doing nothing
GEN Z
54
MILLENNIAL
65
GEN X
50
Quiet hobbies (e.g., knitting)
GEN Z
29
MILLENNIAL
32
GEN X
20
Spending time with my pets
GEN Z
15
MILLENNIAL
25
GEN X
27
Meditation
GEN Z
11
MILLENNIAL
11
GEN X
10
Caring for plants at home
GEN Z
8
MILLENNIAL
12
GEN X
7
Raw data table
Gen Z
Millennials
Gen X
Listening to music
64 ↑
47
37
Quiet time relaxing and doing nothing
54
65
50
Quiet hobbies (e.g., knitting)
29
32
20
Spending time with my pets
15
25
27
Meditation
11
11
10
Caring for plants at home
8
12
7
Observations
Which of the following do you do when you want to rest or relax?
Japanese Gen Z’s relaxation largely establishes around music and doing nothing – where music is a distinctive signal separating them from older generations.
Other quiet relaxations are in the repertoire, but overall they adopt a gentle, personally resonant, and low-stimulation approach to rest.
Q.39
Whether Part of Groups
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Running groups
GEN Z
16
MILLENNIAL
16
GEN X
13
Groups of certain brands (e.g. car brands, sports brands)
GEN Z
13
MILLENNIAL
15
GEN X
10
Soccer group
GEN Z
12
MILLENNIAL
13
GEN X
9
Music band
GEN Z
9 ↑
MILLENNIAL
5
GEN X
4
Brands hosted art & craft related groups (e.g. hand craft club)
GEN Z
9
MILLENNIAL
13
GEN X
6
Brands hosted beverage & alcohol related groups (e.g. tasting club)
GEN Z
9
MILLENNIAL
10
GEN X
3
Basketball group
GEN Z
7 ↑
MILLENNIAL
10
GEN X
-
Animation club
GEN Z
7
MILLENNIAL
9
GEN X
3
Fan club (of celebrities)
GEN Z
7
MILLENNIAL
7
GEN X
3
Cycling groups
GEN Z
6
MILLENNIAL
9
GEN X
11
Film clubs
GEN Z
6
MILLENNIAL
9
GEN X
6
Book clubs
GEN Z
5
MILLENNIAL
7
GEN X
4
Brands’ VIP exclusive premium clubs
GEN Z
5
MILLENNIAL
10
GEN X
4
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
GEN Z
4
MILLENNIAL
6
GEN X
1
Camping club
GEN Z
4
MILLENNIAL
6
GEN X
6
Board game groups
GEN Z
4
MILLENNIAL
6
GEN X
1
Skateboarding group
GEN Z
3
MILLENNIAL
5
GEN X
1
Rock climbing
GEN Z
3
MILLENNIAL
3
GEN X
-
Flag football
GEN Z
3
MILLENNIAL
2
GEN X
-
Ultimate frisbee
GEN Z
3
MILLENNIAL
3
GEN X
1
Dance clubs
GEN Z
3
MILLENNIAL
4
GEN X
3
Photography clubs
GEN Z
3
MILLENNIAL
3
GEN X
3
Singing clubs
GEN Z
3
MILLENNIAL
4
GEN X
-
Cos play
GEN Z
3
MILLENNIAL
3
GEN X
-
Others
GEN Z
2
MILLENNIAL
3
GEN X
1
Single club
GEN Z
2
MILLENNIAL
2
GEN X
-
At least one group of hobbies
GEN Z
36 ↑
MILLENNIAL
33
GEN X
20
At least one sports group
GEN Z
34
MILLENNIAL
36
GEN X
29
At least one brand group
GEN Z
26
MILLENNIAL
31
GEN X
19
Raw data table
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
Observations
Are you currently part of any of the following groups?
Among Gen Z (15-29) | Base: Gen Z (15-29) n=669, Millennials (30-43) n=261, Gen X (44-50) n=70* | Multiple selections | Response in %
The contrast is stark with other markets: Japan has the lowest community group participation across all categories among all four markets, reflecting a more individualistic daily life pattern – social and connections mostly happen in public consumption space rather than more personal, organized identity-defining communities.
Group participation in Japan is incidental and thinly spread across categories, whereas we see distinct cultural/community phenomena emerging or rather prevalent in other markets such as cycling groups in China (25%), sports group in the US (65%), brand groups in Korea (37%).
Q.40
Activities Aspire to Do More in Coming 6 Months
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
GEN Z
36 ↑
MILLENNIAL
27
GEN X
23
Resting, not doing much or doing less
GEN Z
35
MILLENNIAL
35
GEN X
39
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
GEN Z
29
MILLENNIAL
34
GEN X
29
Travel somewhere for fun, not for business
GEN Z
29
MILLENNIAL
31
GEN X
31
Self-development activities (e.g. reading, learning a new skill)
GEN Z
25
MILLENNIAL
23
GEN X
21
Exercise, overall health management (e.g. jogging, walking, strength training)
GEN Z
24
MILLENNIAL
31
GEN X
24
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
GEN Z
20
MILLENNIAL
23
GEN X
13
Sports (e.g. basketball, soccer, skateboarding)
GEN Z
20
MILLENNIAL
19
GEN X
14
Visiting places that recommend by friends or social media
GEN Z
15
MILLENNIAL
16
GEN X
9
Raw data table
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
Observations
Which of the following activities would you like to do more in the next 6 months?
Among Gen Z (15-29) | Base: Gen Z (15-29) n=669, Millennials (30-43) n=261, Gen X (44-50) n=70* | Multiple selections | Response in %
Japanese Gen Z’s future focus is simple and coherent with their current behaviors and mindsets – more connection with people, more rest, and a broadly even distribution of everything else.
Their near-term aspirations seem to be significantly less urgent compared to Gen Z in other three markets – Chinese Gen Z show surging exercise and travel ambitions, US Gen Z aspires to be broadly very active across sports, exercise, and socializing, and Korean Gen Z go big on self-development and physical health. By contrast Japanese Gen Z seems to be rather content with their current life and mostly focus on the most important few aspects in life rather than reaching for more.
Section
Engagement
Japan
Q.41
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 %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Nondurable goods
GEN Z
100
MILLENNIAL
100
GEN X
100
Food/groceries
GEN Z
99
MILLENNIAL
100
GEN X
100
Beverage, not including alcohol
GEN Z
80
MILLENNIAL
90 ↑
GEN X
87
Clothing
GEN Z
72
MILLENNIAL
85 ↑
GEN X
86 ↑
Skincare products
GEN Z
67
MILLENNIAL
77 ↑
GEN X
69
Haircare products
GEN Z
57
MILLENNIAL
74 ↑
GEN X
64
Makeup products
GEN Z
56
MILLENNIAL
61 ↑
GEN X
47
Alcohol
GEN Z
45
MILLENNIAL
69 ↑
GEN X
74 ↑
Footwear
GEN Z
41
MILLENNIAL
53 ↑
GEN X
54 ↑
Supplements/nutritional support
GEN Z
37
MILLENNIAL
59 ↑
GEN X
53 ↑
Fragrances
GEN Z
27
MILLENNIAL
41 ↑
GEN X
21
Durable goods
GEN Z
69
MILLENNIAL
84 ↑
GEN X
67
Personal tech and entertainment products
GEN Z
43
MILLENNIAL
54 ↑
GEN X
53
Home appliances
GEN Z
39
MILLENNIAL
58 ↑
GEN X
46
Health and beauty tech products
GEN Z
38
MILLENNIAL
47 ↑
GEN X
33
Jewelry and watch
GEN Z
19
MILLENNIAL
27 ↑
GEN X
13
Cars
GEN Z
12
MILLENNIAL
15
GEN X
4
Services
GEN Z
77
MILLENNIAL
82
GEN X
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
Observations
Overall, Japanese Gen Z is purchasing across fewer categories than any other cohort in the study, domestically and across all markets.
They consume selectively, prioritizing daily essentials, and experiential consumptions – travel and entertainment.
It would be worth exploring what drives such suppressed consumption pattern: whether it reflects selective, cautious spending given economic constraints, or a genuine preference for a smaller, curated life, or a broader culturally embedded tendency toward modesty and restraint. The data alone doesn’t fully answer this, but we do see the suppressed consumption pattern match Gen Z’s values emphasizing modesty/moderation and restraint – low-conviction, low-energy lifestyle.
Categories that Japanese Gen Z consumed significantly less than other 3 markets: sports/exercise related, education / online courses, finance products, jewelry and watch (tie with Korea), health/beauty tech, personal tech, entertainment tech, fragrances, supplements, alcohol (tie with Korea), footwear, apparel.
Categories that highest among Japanese Gen Z than other 3 markets: travel / vacations, makeups, soft beverages.
Q.42
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 %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Nondurable goods
GEN Z
43
MILLENNIAL
45
GEN X
46
Food/groceries
GEN Z
17
MILLENNIAL
17
GEN X
13
Clothing
GEN Z
11
MILLENNIAL
9
GEN X
13
Makeup products
GEN Z
9
MILLENNIAL
6
GEN X
6
Skincare products
GEN Z
8
MILLENNIAL
8
GEN X
9
Beverage, not including alcohol
GEN Z
7
MILLENNIAL
8
GEN X
6
Alcohol
GEN Z
5
MILLENNIAL
10 ↑
GEN X
10
Supplements/nutritional support
GEN Z
5
MILLENNIAL
8
GEN X
10
Haircare products
GEN Z
5
MILLENNIAL
4
GEN X
4
Footwear
GEN Z
4
MILLENNIAL
3
GEN X
-
Fragrances
GEN Z
4
MILLENNIAL
2
GEN X
1
Luxury/Designer/Premium fashion brands
GEN Z
3
MILLENNIAL
6
GEN X
-
Experiences
GEN Z
26
MILLENNIAL
30
GEN X
21
Travel / vacations
GEN Z
17
MILLENNIAL
21 ↑
GEN X
10
Dining out at restaurants & bars
GEN Z
10
MILLENNIAL
10
GEN X
10
Sports activity related (e.g. gym membership, exercise program/APPs, etc.)
GEN Z
6
MILLENNIAL
5
GEN X
6
Services
GEN Z
23
MILLENNIAL
21
GEN X
21
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
Observations
Nearly 1 in 3 Japanese Gen Z wouldn’t protect any spending category under budget pressure – highest across all four markets for Gen Z (China 17%, US 14%, Korea 17%).
Again, food, travel, and entertainment are the three categories that are prioritized if Gen Z splurges at all.
Q.43
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 | Base: Gen Z (15-29) n=61*, Millennials (30-43) n=36*, Gen X (44-50) n=15** | Single Answer | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Yamazaki
GEN Z
31
MILLENNIAL
36
GEN X
33
Jim Beam
GEN Z
15
MILLENNIAL
19
GEN X
13
Smirnoff
GEN Z
11
MILLENNIAL
11
GEN X
-
Hennessy
GEN Z
7
MILLENNIAL
-
GEN X
-
The Macallan
GEN Z
7
MILLENNIAL
-
GEN X
-
Rémy Martin
GEN Z
3
MILLENNIAL
6
GEN X
-
Chivas Regal
GEN Z
3
MILLENNIAL
6
GEN X
-
Johnnie Walker
GEN Z
3
MILLENNIAL
3
GEN X
-
Hibiki
GEN Z
2
MILLENNIAL
8
GEN X
27
Absolut
GEN Z
2
MILLENNIAL
3
GEN X
-
Glenfiddich
GEN Z
2
MILLENNIAL
3
GEN X
-
Royal Salute
GEN Z
2
MILLENNIAL
-
GEN X
-
Tanqueray
GEN Z
2
MILLENNIAL
-
GEN X
-
Bacardi
GEN Z
2
MILLENNIAL
-
GEN X
-
Raw data table
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
-
-
Observations
The home-grown Suntory single malt Yamazaki is the clear social choice by a significant margin of western counterparts. International brands are secondary choice. This reflects a quiet national pride in Japanese whisky craftsmanship and deep home-field advantage for the category.
In stark contrast, Hibiki barely registers among Japanese Gen Z, maybe because it’s a blended whisky sitting at a lower price point than Yamazaki, or it resonates strongly among this cohort.
Q.44
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 | Base: Gen Z (15-29) n=89*, Millennials (30-43) n=32*, Gen X (44-50) n=14** | Single Answer | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Casual / lifestyle sneakers
GEN Z
53
MILLENNIAL
69
GEN X
93
Shoes with for outdoor occasions, e.g. waterproof shoes, ankle protection
Casual / lifestyle sneakers lead but they’re notably lower than China (82%) and Korea (65%); tie with US.
Functional outdoor footwear, boots, performance sports shoes form a secondary tier. Performance shoes purchasing is the lowest among all four markets (China 38%, US 35%, Korea 27%). Consistent with Japanese Gen Z’s broader lower participation in sports compared to other markets.
Q.45
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 | Base: Gen Z (15-29) n=209, Millennials (30-43) n=69*, Gen X (44-50) n=27** | |Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Long sleeve/Short sleeve T-shirt
GEN Z
50
MILLENNIAL
48
GEN X
41
Sweater
GEN Z
28
MILLENNIAL
17
GEN X
41
Jeans
GEN Z
28
MILLENNIAL
17
GEN X
15
Jacket
GEN Z
22
MILLENNIAL
12
GEN X
26
Shorts/pants
GEN Z
22
MILLENNIAL
14
GEN X
19
Sweatshirt / Hoodie
GEN Z
20
MILLENNIAL
20
GEN X
15
Cardigan
GEN Z
19
MILLENNIAL
14
GEN X
22
Collar shirt
GEN Z
19
MILLENNIAL
12
GEN X
7
Thin jacket with UV protection
GEN Z
7
MILLENNIAL
3
GEN X
4
Graphic Tees
GEN Z
6
MILLENNIAL
7
GEN X
-
Clothes with specific functions, e.g. quick dry, waterproof
GEN Z
5
MILLENNIAL
4
GEN X
19
Yoga pants
GEN Z
3
MILLENNIAL
-
GEN X
-
Raw data table
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
-
-
Observations
Japanese Gen Z’s clothes purchasing shows a simple, versatile, casual wardrobe, with T-shirt anchoring everything, sweaters, jeans as casual identity pieces, jackets and sweatshirts for layering.
It’s understated and practical rather than expressive or graphic/logo-driven.
The low graphic tee purchasing figure aligns with their quieter, more refined aesthetic sense.
Q.46
Type of Footwear /Apparel Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase? · You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Base: Gen Z (15-29) n=89*, Millennials (30-43) n=32*, Gen X (44-50) n=14** | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Apparel P6M | Base: Gen Z (15-29) n=209, Millennials (30-43) n=69*, Gen X (44-50) n=27** | Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Fast fashion brands (e.g. Zara, H&M)
GEN Z
48 ↑
MILLENNIAL
25
GEN X
36
Sportswear brands (e.g. Nike, Lululemon)
GEN Z
44
MILLENNIAL
53
GEN X
50
Streetwear brands (e.g. Vans, Evisu)
GEN Z
18
MILLENNIAL
16
GEN X
21
Designer brands / Trendy brand
GEN Z
15
MILLENNIAL
9
GEN X
14
Second-hand / Pre-owned
GEN Z
11
MILLENNIAL
16
GEN X
7
Luxury fashion brands
GEN Z
3
MILLENNIAL
3
GEN X
-
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Fast fashion brands (e.g. Zara, H&M)
GEN Z
68
MILLENNIAL
65
GEN X
63
Sportswear brands (e.g. Nike, Lululemon)
GEN Z
21
MILLENNIAL
25
GEN X
22
Designer brands / Trendy brand
GEN Z
20 ↑
MILLENNIAL
9
GEN X
15
Second-hand / Pre-owned
GEN Z
17
MILLENNIAL
7
GEN X
15
Streetwear brands (e.g. Vans, Evisu)
GEN Z
14
MILLENNIAL
12
GEN X
22
Luxury fashion brands
GEN Z
2
MILLENNIAL
-
GEN X
-
Raw data table
Gen Z
Millennials
Gen X
Fast fashion brands (e.g. Zara, H&M)
48 ↑
25
36
Sportswear brands (e.g. Nike, Lululemon)
44
53
50
Streetwear brands (e.g. Vans, Evisu)
18
16
21
Designer brands / Trendy brand
15
9
14
Second-hand / Pre-owned
11
16
7
Luxury fashion brands
3
3
-
Gen Z
Millennials
Gen X
Fast fashion brands (e.g. Zara, H&M)
68
65
63
Sportswear brands (e.g. Nike, Lululemon)
21
25
22
Designer brands / Trendy brand
20 ↑
9
15
Second-hand / Pre-owned
17
7
15
Streetwear brands (e.g. Vans, Evisu)
14
12
22
Luxury fashion brands
2
-
-
Observations
Footwear brand
Clothes brand
Japanese Gen Z dress affordably and selectively. Fast fashion leads and co-leads both footwear and apparel categories, highest among all four markets in both categories.
Sportswear is strong in footwear but modest in apparel. For apparel, Japanese Gen Z’s sportswear purchasing is the lowest purchasing among four markets (China 67%, US 55%, Korea 44%).
Designer / Trendy brands purchasing is modest but unique to Japanese Gen Z compared with older generations. This aligns with the earlier store events participation and pop-up culture data. Although they are cautious spender, they’re not completely brand-indifferent. They still aspire trendy fashion / culture, collaborations and limited releases.
Q.47
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 | Base: Gen Z (15-29) n=216, Millennials (30-43) n=70*, Gen X (44-50) n=29** | Answer Selections <= 3 | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Fast fashion brands (e.g. Zara, H&M)
GEN Z
71
MILLENNIAL
64
GEN X
55
Sportswear brands (e.g. Nike, Lululemon)
GEN Z
32
MILLENNIAL
33
GEN X
48
Designer brands / Trendy brand
GEN Z
25
MILLENNIAL
20
GEN X
17
Streetwear brands (e.g. Vans, Evisu)
GEN Z
22
MILLENNIAL
16
GEN X
24
Luxury fashion brands (e.g. Chanel, Balenciaga)
GEN Z
8
MILLENNIAL
3
GEN X
10
White label
GEN Z
4
MILLENNIAL
4
GEN X
10
Raw data table
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
Observations
The brand following behavior is coherent with purchasing pattern: fast fashion leads overwhelmingly (the highest across all four markets), sportswear modestly present, designer and streetwear brands adding a selective aspirational layer, while luxury brands following is marginal.
It’s a fashion perspective and identity built around accessible quality and selective expression.
Q.48
Purchase Channel
On which channels or platforms do you purchase footwear / apparel / fashion products?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in % | Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Base: Gen Z (15-29) n=216, Millennials (30-43) n=70*, Gen X (44-50) n=29** | Answer Selections <= 3 | Response in %
Online only re-sale or secondhand platform/sections (e.g. ZOZOUSED, Suruga-ya)
8
9
10
Pop up stores
6
3
3
Live streaming shopping/sales
2
3
3
Observations
Established online platforms and social media lead Japanese Gen Z’s footwear / apparel purchasing. Social media is unique to Gen Z compared to older generations. For 1 in every 3 Gen Z, they discover through social media and complete purchases through social or established online infrastructure, deeply embedded online.
Brand stores and independent boutiques are present and probably are where they browse and a secondary platform for discovery new trends, retail experiences or brand events.
Live streaming is minimal at 2%, lowest across all four markets (live streaming has seen significant growth in Korea and US, and has been in mid 10s-20s for China market). For now Japanese Gen Z purchases through curated feed contents rather than real-time broadcast selling. Worth tracking whether it takes off later.
Q.49
Beauty
What is your favorite skincare/makeup brand?
BASE · Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=189, Millennials n=63, Gen X n=17** | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=133, Millennials n=59, Gen X n=17** | Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
SHISEIDO
GEN Z
21
MILLENNIAL
27
GEN X
59
Curél
GEN Z
17
MILLENNIAL
19
GEN X
12
SK-II
GEN Z
13
MILLENNIAL
13
GEN X
6
Dior
GEN Z
11
MILLENNIAL
8
GEN X
12
Olive Young
GEN Z
7 ↑
MILLENNIAL
-
GEN X
-
LA ROCHE-POSAY
GEN Z
6
MILLENNIAL
2
GEN X
-
CPB
GEN Z
2
MILLENNIAL
3
GEN X
-
ESTEE LAUDER
GEN Z
2
MILLENNIAL
3
GEN X
-
MAC
GEN Z
2
MILLENNIAL
-
GEN X
-
COSRX
GEN Z
2
MILLENNIAL
2
GEN X
-
Chanel
GEN Z
2
MILLENNIAL
-
GEN X
-
Medicube
GEN Z
2
MILLENNIAL
-
GEN X
-
Lab Series
GEN Z
1
MILLENNIAL
2
GEN X
6
L’Oréal Paris
GEN Z
1
MILLENNIAL
3
GEN X
-
Beauty of Joseon
GEN Z
1
MILLENNIAL
2
GEN X
-
Winona
GEN Z
1
MILLENNIAL
-
GEN X
-
Bioderma
GEN Z
1
MILLENNIAL
2
GEN X
-
La Mer
GEN Z
1
MILLENNIAL
2
GEN X
-
Lancome
GEN Z
1
MILLENNIAL
2
GEN X
-
PROYA
GEN Z
1
MILLENNIAL
-
GEN X
-
Laneige
GEN Z
1
MILLENNIAL
-
GEN X
-
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Curél
GEN Z
20
MILLENNIAL
19
GEN X
18
SHISEIDO
GEN Z
18
MILLENNIAL
38 ↑
GEN X
45
Dior
GEN Z
16
MILLENNIAL
8
GEN X
-
SK-II
GEN Z
8
MILLENNIAL
6
GEN X
9
Olive Young
GEN Z
6
MILLENNIAL
-
GEN X
-
Chanel
GEN Z
3
MILLENNIAL
2
GEN X
-
LA ROCHE-POSAY
GEN Z
3
MILLENNIAL
-
GEN X
-
Medicube
GEN Z
3
MILLENNIAL
-
GEN X
-
CPB
GEN Z
2
MILLENNIAL
6
GEN X
-
MAC
GEN Z
2
MILLENNIAL
-
GEN X
-
Lancome
GEN Z
1
MILLENNIAL
4
GEN X
9
Guerlain
GEN Z
1
MILLENNIAL
2
GEN X
-
PROYA
GEN Z
1
MILLENNIAL
-
GEN X
-
La Mer
GEN Z
1
MILLENNIAL
-
GEN X
-
Lab Series
GEN Z
1
MILLENNIAL
-
GEN X
-
Laneige
GEN Z
1
MILLENNIAL
-
GEN X
-
ESTEE LAUDER
GEN Z
1
MILLENNIAL
-
GEN X
-
Winona
GEN Z
1
MILLENNIAL
-
GEN X
-
Sidekick
GEN Z
1
MILLENNIAL
-
GEN X
-
Beauty of Joseon
GEN Z
1
MILLENNIAL
-
GEN X
-
L’Oréal Paris
GEN Z
-
MILLENNIAL
4 ↑
GEN X
-
Raw data table
Gen Z
Millennials
Gen X
SHISEIDO
21
27
59
Curél
17
19
12
SK-II
13
13
6
Dior
11
8
12
Olive Young
7 ↑
-
-
LA ROCHE-POSAY
6
2
-
CPB
2
3
-
ESTEE LAUDER
2
3
-
MAC
2
-
-
COSRX
2
2
-
Chanel
2
-
-
Medicube
2
-
-
Lab Series
1
2
6
L’Oréal Paris
1
3
-
Beauty of Joseon
1
2
-
Winona
1
-
-
Bioderma
1
2
-
La Mer
1
2
-
Lancome
1
2
-
PROYA
1
-
-
Laneige
1
-
-
Gen Z
Millennials
Gen X
Curél
20
19
18
SHISEIDO
18
38 ↑
45
Dior
16
8
-
SK-II
8
6
9
Olive Young
6
-
-
Chanel
3
2
-
LA ROCHE-POSAY
3
-
-
Medicube
3
-
-
CPB
2
6
-
MAC
2
-
-
Lancome
1
4
9
Guerlain
1
2
-
PROYA
1
-
-
La Mer
1
-
-
Lab Series
1
-
-
Laneige
1
-
-
ESTEE LAUDER
1
-
-
Winona
1
-
-
Sidekick
1
-
-
Beauty of Joseon
1
-
-
L’Oréal Paris
-
4 ↑
-
Observations
Skincare
Makeup
Japanese Gen Z’s beauty brand preferences are rooted in domestic quality brands, reaching towards French luxury aspiration (Dior), and open to Korean beauty imports (that older generations are not as much). Shows a beauty perspective of traditional, aspirational, curious and open.
Q.50
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 | Base: Gen Z (15-29) n=182, Millennials (30-43) n=108, Gen X (44-50) n=14** | Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
ChatGPT
GEN Z
69
MILLENNIAL
80
GEN X
71
Grok
GEN Z
24
MILLENNIAL
19
GEN X
14
None of the above
GEN Z
17
MILLENNIAL
15
GEN X
21
VR/AR (Virtual Reality/Augmented) device
GEN Z
13
MILLENNIAL
14
GEN X
7
DeepSeek
GEN Z
10
MILLENNIAL
13
GEN X
-
Claude
GEN Z
9
MILLENNIAL
13
GEN X
-
Raw data table
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
-
Observations
Japanese Gen Z’s adoption of AI tools reflects a cautious, selective mindset. 17% remain disengaged from AI tools entirely – the highest among all four markets. Their ChatGPT usage is lower than Millennials – the only market where Gen Z uses ChatGPT less than older generations.
Across all four markets, Japanese Gen Z has the highest usage of Grok.
Overall, we see a more fragmented AI usage. Consistent with Japan’s measured, hold-everything-lightly mindset throughout the data.
Q.51
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 | Base: Gen Z (15-29) n=182, Millennials (30-43) n=108, Gen X (44-50) n=14** | Answer Selection <= 3 | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Positive
GEN Z
81
MILLENNIAL
87
GEN X
71
I like it – boost productivity / efficiency
GEN Z
53
MILLENNIAL
53
GEN X
50
Hopeful
GEN Z
36
MILLENNIAL
46
GEN X
14
Positive
GEN Z
26
MILLENNIAL
34
GEN X
50
Help me connect with friends/family more
GEN Z
19
MILLENNIAL
31 ↑
GEN X
14
Neutral
GEN Z
73
MILLENNIAL
64
GEN X
93
Curious
GEN Z
38
MILLENNIAL
42
GEN X
57
Looking forward to more development – wait and see
GEN Z
31
MILLENNIAL
23
GEN X
50
Uncertain / not so sure
GEN Z
15
MILLENNIAL
8
GEN X
7
Indifferent / neutral
GEN Z
14
MILLENNIAL
8
GEN X
14
Negative
GEN Z
50
MILLENNIAL
41
GEN X
21
Concerned
GEN Z
21
MILLENNIAL
20
GEN X
7
Worried / anxious
GEN Z
17
MILLENNIAL
13
GEN X
-
Doubtful / unbelieving
GEN Z
16
MILLENNIAL
11
GEN X
14
Scared
GEN Z
13
MILLENNIAL
9
GEN X
14
Raw data table
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
Observations
Productivity leads positive sentiment followed by Hopeful with a significant margin. Japanese Gen Z’s positive AI sentiment is anchored in utility rather than optimism.
Negative sentiment is the second highest across all markets (Korea is higher 69%).
Overall Japanese Gen Z has a balanced view, measured relationship with AI – neither overwhelming optimistic or converted, nor resistant or completely pessimistic.
Q.52
Luxury Perception
What aspects make a product or experience luxurious? Please choose 2 aspects that are most relevant or important to you.
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Base: Gen Z (15-29) n=227, Millennials (30-43) n=118, Gen X (44-50) n=25** | Answer Selection <= 3 | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Goods or experiences that are scarce or difficult to obtain
GEN Z
36
MILLENNIAL
28
GEN X
16
Higher price
GEN Z
32
MILLENNIAL
23
GEN X
44
A sense of pampering and indulgence
GEN Z
30
MILLENNIAL
34
GEN X
48
Things or experiences that will bring positive emotions to me
GEN Z
27
MILLENNIAL
23
GEN X
28
Collectable piece / worth investment – its value will not depreciate or may even appreciate
GEN Z
22
MILLENNIAL
18
GEN X
16
A rich heritage and legacy in brand, craftsmanship, etc.
GEN Z
20
MILLENNIAL
25
GEN X
16
Unparalleled quality and craftsmanship
GEN Z
18
MILLENNIAL
23
GEN X
20
A famous designer / creator
GEN Z
16
MILLENNIAL
25
GEN X
12
Raw data table
Gen Z
Millennials
Gen X
Goods or experiences that are scarce or difficult to obtain
36
28
16
Higher price
32
23
44
A sense of pampering and indulgence
30
34
48
Things or experiences that will bring positive emotions to me
27
23
28
Collectable piece / worth investment – its value will not depreciate or may even appreciate
22
18
16
A rich heritage and legacy in brand, craftsmanship, etc.
20
25
16
Unparalleled quality and craftsmanship
18
23
20
A famous designer / creator
16
25
12
Observations
A very distinctive definition of luxury by Japanese Gen Z.
Scarcity is the top quality or credential of luxury for them. No other market’s Gen Z puts scarcity and difficulty to obtain at the top (China 19%, US 26%, Korea 25%). This may reflect a deep ‘limited edition’ and exclusivity culture where scarcity is a value signal.
Higher price is the second key characteristic of luxury for Japanese Gen Z. Again no other markets predominantly define luxury with higher price (China 12%, US 17%, Korea 15%). Price is a proxy for luxury – very straightforward and practical.
The emotional values – pampering / indulgence and positive emotions – are a significant definition after scarcity and price.
But the features considered as top quality for luxury in other markets are not as defining or special for Japanese Gen Z: rich heritage and brand legacy, craftsmanship.
Q.53
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 | Base: Gen Z (15-29) n=227, Millennials (30-43) n=118, Gen X (44-50) n=25** | Answer Selection <= 3 | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
To reward myself
GEN Z
22
MILLENNIAL
25
GEN X
24
To treat myself well
GEN Z
14
MILLENNIAL
11
GEN X
4
To make me feel special (that I’m enjoying something that are somewhat exclusive)
GEN Z
12
MILLENNIAL
14
GEN X
16
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
GEN Z
11
MILLENNIAL
13
GEN X
28
Exquisite design and quality
GEN Z
10
MILLENNIAL
14
GEN X
4
To express my individuality
GEN Z
8
MILLENNIAL
8
GEN X
16
To mark my success
GEN Z
7
MILLENNIAL
3
GEN X
-
To gain respect
GEN Z
6
MILLENNIAL
5
GEN X
8
As an investment that may appreciate in value over time
GEN Z
6
MILLENNIAL
5
GEN X
-
To show that I’m discerning
GEN Z
5
MILLENNIAL
2
GEN X
-
Raw data table
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
-
Observations
Despite Japanese Gen Z’s definition of luxury credential is unique among all four markets, their motivations align with the universal pattern across all four markets – self-reward is the top driver.
The other top motivations cluster around feeling good about oneself – treating oneself well, feeling special, celebrating occasions – all inward-facing and personal rather than socially oriented.
Drivers for luxury are less likely to be outward motivations such as status signaling, self-expression, gaining respect.
Q.54
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 | Base: Gen Z (15-29) n=227, Millennials (30-43) n=118, Gen X (44-50) n=25** | Answer Selection <= 3 | Response in %
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Louis Vuitton
GEN Z
28
MILLENNIAL
30
GEN X
44
HERMES
GEN Z
22
MILLENNIAL
25
GEN X
12
Chanel
GEN Z
22
MILLENNIAL
21
GEN X
16
Gucci
GEN Z
19
MILLENNIAL
22
GEN X
16
Dior
GEN Z
18
MILLENNIAL
15
GEN X
8
Prada
GEN Z
16
MILLENNIAL
23
GEN X
4
Loewe
GEN Z
11
MILLENNIAL
9
GEN X
4
Saint Laurent
GEN Z
10
MILLENNIAL
8
GEN X
4
CELINE
GEN Z
10
MILLENNIAL
6
GEN X
8
Balenciaga
GEN Z
10
MILLENNIAL
8
GEN X
4
Burberry
GEN Z
8
MILLENNIAL
13
GEN X
12
Maison Margiela
GEN Z
7
MILLENNIAL
7
GEN X
-
Moncler
GEN Z
6
MILLENNIAL
8
GEN X
16
Fendi
GEN Z
6
MILLENNIAL
6
GEN X
4
Valentino
GEN Z
6
MILLENNIAL
3
GEN X
8
Amiri
GEN Z
6
MILLENNIAL
3
GEN X
-
Bottega Veneta
GEN Z
5
MILLENNIAL
9
GEN X
12
Versace
GEN Z
4
MILLENNIAL
8
GEN X
8
Canada Goose
GEN Z
4
MILLENNIAL
6
GEN X
-
RIMOWA
GEN Z
4
MILLENNIAL
3
GEN X
-
MARNI
GEN Z
3
MILLENNIAL
5
GEN X
-
Raw data table
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
-
Observations
The brand aspiration ranking and the definition/motivation for luxury tell a coherent story together: Japanese Gen Z aspires to luxury brands that are hard to get and expensive, bought for personal emotional reward rather than social performance. LV, Chanel, Hermès lead probably because they embody scarcity and price – the two credentials that matter most.
The quiet luxury cluster (Loewe, Celine, Saint Laurent, Maison Margiela) appeals probably because it rewards personal taste rather than public display – resonating a luxury sense that is exclusive and private.
Brands like Bottega Veneta sit lower on the aspiration list, probably as its luxury credential is mostly on craft and understated quality rather than scarcity or price.
Section
Needs
Japan
Q.55
Food and Beverages
What are your main considerations when purchasing food and beverages? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
100
MILLENNIAL
100
GEN X
100
Good value for the money
GEN Z
77
MILLENNIAL
81
GEN X
79
Brings me excitement and enjoyment
GEN Z
63
MILLENNIAL
56
GEN X
79
I resonate with the value of the brand
GEN Z
33
MILLENNIAL
29
GEN X
21
It helps me contribute to sustainability (e.g. packaging, minimum waste)
GEN Z
31
MILLENNIAL
32
GEN X
26
Shows that I have good taste
GEN Z
31
MILLENNIAL
25
GEN X
16
It can be a conversation piece
GEN Z
29
MILLENNIAL
28
GEN X
11
Helps me fit in or to be part of a community
GEN Z
20 ↑
MILLENNIAL
5
GEN X
11
Support local community
GEN Z
17
MILLENNIAL
27
GEN X
5
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
13
MILLENNIAL
6
GEN X
5
Functional
GEN Z
91
MILLENNIAL
97
GEN X
100
Rich in nutrition
GEN Z
65
MILLENNIAL
82 ↑
GEN X
89
Simplify food preparation / save time
GEN Z
59
MILLENNIAL
61
GEN X
79
Clean and healthy (e.g. minimum additives, non-GMO)
GEN Z
43
MILLENNIAL
43
GEN X
58
Organic ingredients
GEN Z
20
MILLENNIAL
25
GEN X
21
Raw data table
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
Observations
Among those who purchase food/beverage | Multiple selections | Base: Gen Z (15-29) n=255, Millennials (30-43) n=79*, Gen X (44-50) n=19** | Response in %
Q.56
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
100
MILLENNIAL
100
GEN X
100
Good value for money
GEN Z
70
MILLENNIAL
84 ↑
GEN X
93
It can be a conversation piece
GEN Z
56
MILLENNIAL
41
GEN X
33
I resonate with the lifestyle values of the brand or the product concept
GEN Z
44
MILLENNIAL
41
GEN X
53
Shows that I have good taste
GEN Z
41
MILLENNIAL
48
GEN X
27
Its value maintains over time / Collectable
GEN Z
33
MILLENNIAL
25
GEN X
40
Helps me fit in or to be part of a community
GEN Z
31
MILLENNIAL
39
GEN X
27
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
23
MILLENNIAL
14
GEN X
-
Function/performance related
GEN Z
94
MILLENNIAL
100
GEN X
100
Authentic taste of its origin
GEN Z
61
MILLENNIAL
70
GEN X
53
It’s made of high-quality ingredients and process, and comes from the best origins
GEN Z
55
MILLENNIAL
70
GEN X
73
Can be easily mixed with other ingredients to create new drinks
GEN Z
50
MILLENNIAL
45
GEN X
67
Good for gifting
GEN Z
36
MILLENNIAL
23
GEN X
33
Raw data table
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
Observations
Among those who purchase alcohol | Multiple selections | Base: Gen Z (15-29) n=80*, Millennials (30-43) n=44*, Gen X (44-50) n=15** | Response in %
Q.57
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
100
MILLENNIAL
100
GEN X
100
Good value for the money
GEN Z
68
MILLENNIAL
71
GEN X
82
Makes me look youthful / young
GEN Z
30
MILLENNIAL
29
GEN X
18
It can be a conversation piece
GEN Z
26
MILLENNIAL
14
GEN X
6
I resonate with the sport / lifestyle / aesthetic values of the brand
GEN Z
23
MILLENNIAL
37
GEN X
24
Looks expensive
GEN Z
22
MILLENNIAL
26
GEN X
18
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
GEN Z
19
MILLENNIAL
11
GEN X
24
Its value maintains over time / Collectable
GEN Z
18
MILLENNIAL
31
GEN X
35
Let’s me customize
GEN Z
16
MILLENNIAL
17
GEN X
6
Helps me fit in or to be part of a community
GEN Z
14
MILLENNIAL
20
GEN X
18
Limited edition – it’s rare and owned by few people
GEN Z
14
MILLENNIAL
9
GEN X
-
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
11
MILLENNIAL
3
GEN X
6
Function/performance related
GEN Z
97
MILLENNIAL
97
GEN X
100
Comfortable to wear all day
GEN Z
73
MILLENNIAL
60
GEN X
88
Versatile – good for everyday living (work, school, going out) and doing sports
GEN Z
61
MILLENNIAL
63
GEN X
82
Latest / popular style and elements
GEN Z
42
MILLENNIAL
34
GEN X
-
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
GEN Z
39
MILLENNIAL
46
GEN X
59
Raw data table
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
Observations
Among those who purchase footwear | Multiple selections | Base: Gen Z (15-29) n=88*, Millennials (30-43) n=35*, Gen X (44-50) n=17** | Response in %
Q.58
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
99
MILLENNIAL
100
GEN X
100
Good value for the money
GEN Z
68
MILLENNIAL
77
GEN X
68
Makes me look youthful / young
GEN Z
35
MILLENNIAL
40
GEN X
35
Let’s me customize
GEN Z
25
MILLENNIAL
25
GEN X
16
It helps me contribute to sustainability
GEN Z
23
MILLENNIAL
27
GEN X
23
Its value maintains over time / Collectable
GEN Z
24
MILLENNIAL
20
GEN X
29
I resonate with the sport / lifestyle / aesthetic values of the brand
GEN Z
19
MILLENNIAL
29
GEN X
19
Looks expensive
GEN Z
21
MILLENNIAL
16
GEN X
26
Helps me fit in or to be part of a community
GEN Z
21
MILLENNIAL
13
GEN X
16
It can be a conversation piece
GEN Z
21 ↑
MILLENNIAL
8
GEN X
23 ↑
Limited edition – it’s rare and owned by few people
GEN Z
14
MILLENNIAL
8
GEN X
3
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
9
MILLENNIAL
8
GEN X
6
Function/performance related
GEN Z
94
MILLENNIAL
91
GEN X
97
Comfortable to wear all day
GEN Z
69
MILLENNIAL
77
GEN X
77
Versatile – good for everyday living (work, school, going out) and doing sports
GEN Z
54
MILLENNIAL
57
GEN X
52
Latest / popular style and elements
GEN Z
41 ↑
MILLENNIAL
21
GEN X
19
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
GEN Z
31
MILLENNIAL
39
GEN X
48
Raw data table
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
Observations
Among those who purchase clothing | Multiple selections | Base: Gen Z (15-29) n=220, Millennials (30-43) n=75*, Gen X (44-50) n=31* | Response in %
Q.59
Beauty
What are your main considerations when purchasing skincare/haircare/makeup products? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
98
MILLENNIAL
99
GEN X
100
Good value for money
GEN Z
71
MILLENNIAL
73
GEN X
81
Makes me feel rich
GEN Z
51
MILLENNIAL
60
GEN X
70
Makes me look/feel young/youthful
GEN Z
50
MILLENNIAL
61
GEN X
56
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
GEN Z
28
MILLENNIAL
26
GEN X
33
I resonate with the aesthetic values of the brand/product
GEN Z
26
MILLENNIAL
29
GEN X
37
I resonate with the lifestyle created by the brand/product
GEN Z
25
MILLENNIAL
24
GEN X
11
It can be a conversation piece
GEN Z
20
MILLENNIAL
16
GEN X
7
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
20
MILLENNIAL
11
GEN X
15
It looks like a collectible piece of art
GEN Z
19 ↑
MILLENNIAL
9
GEN X
4
Helps me fit in or to be part of a community
GEN Z
17
MILLENNIAL
21
GEN X
15
It’s rare and owned by few people
GEN Z
11
MILLENNIAL
11
GEN X
11
Functional
GEN Z
85
MILLENNIAL
84
GEN X
96
Simpler skincare/haircare/makeup steps to save time
GEN Z
66
MILLENNIAL
58
GEN X
78
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
GEN Z
39
MILLENNIAL
44
GEN X
41
Let’s me customize
GEN Z
25
MILLENNIAL
25
GEN X
19
It employs the most advanced technology & high-tech ingredients
GEN Z
20
MILLENNIAL
23
GEN X
19
Gender specific
GEN Z
12
MILLENNIAL
10
GEN X
4
Raw data table
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
Observations
Among those who purchase beauty products | Multiple selections | Base: Gen Z (15-29) n=234, Millennials (30-43) n=80*, Gen X (44-50) n=27** | Response in %
Q.60
Tech
What are your main considerations when purchasing tech products? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
100
MILLENNIAL
100
GEN X
100
Makes it easier and more convenient to enjoy my life
GEN Z
60
MILLENNIAL
55
GEN X
64
Feel my privacy/data security is well protected
GEN Z
50
MILLENNIAL
50
GEN X
50
I resonate with the value of the brand
GEN Z
41
MILLENNIAL
45
GEN X
29
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
GEN Z
37
MILLENNIAL
39
GEN X
43
Its value maintains over time / Collectable
GEN Z
32
MILLENNIAL
31
GEN X
36
Brands that show strong support of sustainability
GEN Z
30
MILLENNIAL
27
GEN X
21
It can be a conversation piece
GEN Z
29
MILLENNIAL
25
GEN X
7
Helps me fit in or to be part of a community
GEN Z
21
MILLENNIAL
24
GEN X
14
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
18
MILLENNIAL
19
GEN X
14
Functional
GEN Z
90
MILLENNIAL
92
GEN X
86
Can boost productivity
GEN Z
53
MILLENNIAL
54
GEN X
79
Easy to use
GEN Z
50
MILLENNIAL
56
GEN X
57
Latest or most advanced technology
GEN Z
43
MILLENNIAL
44
GEN X
79
Lets me customize
GEN Z
34
MILLENNIAL
31
GEN X
7
Raw data table
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
Observations
Among those who purchase tech products | Multiple selections | Base: Gen Z (15-29) n=182, Millennials (30-43) n=108, Gen X (44-50) n=14** | Response in %
Q.61
Luxury
What are your main considerations when purchasing Luxury products or experience? Please choose 5 most important considerations.
GENERATIONAL BREAKDOWN · JAPANZ · M · X
Emotional
GEN Z
100
MILLENNIAL
100
GEN X
100
Makes me feel rich
GEN Z
45
MILLENNIAL
49
GEN X
67
Feel indulged (the shopping experience, how people treat me)
GEN Z
43
MILLENNIAL
43
GEN X
33
It’s rare and owned by few people
GEN Z
41
MILLENNIAL
32
GEN X
25
Its value maintains over time / Collectable
GEN Z
39
MILLENNIAL
33
GEN X
50
Helps me stand out or feel different
GEN Z
38
MILLENNIAL
34
GEN X
25
Shows that I’m trendy and stylish
GEN Z
33
MILLENNIAL
34
GEN X
17
I resonate with the values and lifestyles expressed by the brand
GEN Z
32
MILLENNIAL
38
GEN X
33
It can be a conversation piece
GEN Z
25
MILLENNIAL
24
GEN X
8
Helps me fit in or to be part of a community
GEN Z
24
MILLENNIAL
33
GEN X
33
Brands that show strong support of sustainability / It helps me contribute to sustainability
GEN Z
24
MILLENNIAL
29
GEN X
8
KOL/influencer endorsed or recommended (on social media or live streaming)
GEN Z
24
MILLENNIAL
22
GEN X
17
Functional
GEN Z
77
MILLENNIAL
66
GEN X
92
Durable and can be used for a long time
GEN Z
35
MILLENNIAL
44
GEN X
67
I can wear them for many occasions/ activities/ looks
GEN Z
34
MILLENNIAL
33
GEN X
58
Its style does not go out of date easily
GEN Z
31
MILLENNIAL
30
GEN X
33
Looks expensive
GEN Z
29
MILLENNIAL
20
GEN X
25
Raw data table
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
Observations
Among those interested in luxury | Multiple selections | Base: Gen Z (15-29) n=143, Millennials (30-43) n=93*, Gen X (44-50) n=12** | Response in %
Q.62
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
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
Observations
Among those interested in cars | Multiple selections | Base: Gen Z (15-29) n=243, Millennials (30-43) n=83*, Gen X (44-50) n=35* | Response in %
Across categories, value consciousness is the top considerations for almost all non-durable goods (food, alcohol, footwear, apparel, beauty). Value is the baseline for almost all purchasing considerations.
On top of the baseline, there are a couple outstanding functional expectations and emotional benefits as key considerations during purchasing (leading by a significant margin):
Food:
E: enjoyment 63%, #2
F: rich in nutrition 59%, #3
Beauty:
E: makes me feel rich 51%, #3; makes me feel young 50%, #4
F: save time 60% #2
Alcohol:
E: a conversation piece 56%, #3
F: authentic taste 61%, #2
Tech:
E: easier to enjoy life 60%, #1
F: boost productivity 53%, #2
Car:
E: exciting to drive 46%, #3
F: safety features 58%, #1; fuel efficiency 51%, #2
Purchase considerations for luxury are coherent with Japanese Gen Z’s perceptions, definitions of, and drivers for luxury:
#1 Makes me feel rich: 45%
#2 Feel indulged: 43%
#3 Rare and owned by few people: 41%
Price and exclusivity translate directly from definition into consideration.
Key considerations for cars still center around conventional gas cars (safety, fuel efficiency, driving pleasure), particularly compared to US Gen Z’s expectations around EV’s charging accessibility and Chinese Gen Z’s expectations on self-driving technology. However, Gen Z shows shifts of needs towards EV cars as 1 in 5 demands charging convenience / accessibility (about 1 in 10 for older generations).
KOL influence across categories is stronger compared with older generations, but significantly milder compared with US Gen Z.
In summary, Japanese Gen Z’s purchase considerations across all categories tells a coherent story: value-seeking is the baseline. Beyond that, they care both practical and emotional values strongly, in addition to essential functions like comfort, safety, nutrition, enjoyment, social currency, exclusivity are as important and are unique generational indicators.