BASE · Among Gen Z (15-29) | Response in % | Note: ↑ = significantly higher at 95% (agency t-test): across markets, than at least two of the other three; across waves, than at least one other wave; across generations, than at least one other generation. 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
At 16%, Japanese Gen Z are the least likely of the four markets to say they "trust it more". That is 25pp below the US (41% ↑) and also below China (28%) and Korea (26%).
Distrust is the largest answer in Japan at 46% ↑, the highest of the four markets and just above Korea (45% ↑). Skepticism about platforms is the most common view.
"No change" is 38% ↑ in Japan, significantly higher than the US (24%) and Korea (29%). A large group report no shift in how they see platforms.
With distrust and "no change" so common, Japanese Gen Z show the least gain in trust of the four markets. This is the opposite of the US pattern.
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 is the top non-negotiable in Japan at 38%, the highest of the four markets and above China and the US (both 34%).
Experiences are a non-negotiable for 21% ↑ in Japan, the highest of the four markets and well above Korea (14%) and the US (10%). Travel and concerts are protected spending here.
Alcohol is protected by only 4% in Japan, far below Korea (17% ↑) and the US (10%). It is the least chosen non-negotiable in Japan.
Fashion (6%) and tech (7%) are low in Japan, below Korea for fashion (12%) and China for tech (13%). Few protect either category.
Beauty (8%) and healthcare (15%) sit in the middle, while China leads on beauty (12% ↑) and the US leads on healthcare (20% ↑).
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
Looking for cheaper alternatives is the top response in Japan at 35%, close to Korea (37%) and above the US (32%). It is far above China (13%).
Cutting non-essentials is 31% in Japan, below China's 36% ↑ but still a common second response.
Only 14% of Japanese Gen Z report no change, less than half of China's 32% ↑. Most change what they do when prices rise.
"Buy less overall" is 20% in Japan, below Korea (27% ↑) and the US (24%). Switching to cheaper options is more common than cutting back overall.
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
Anxiety is the top response in Japan at 36% ↑, the highest of the four markets and far above China (8%). Japanese Gen Z are the most worried by global tensions.
"Motivated to stay informed" is 33% in Japan, the lowest of the four and well below China (52% ↑). Engagement is lower here despite the higher anxiety.
Indifference is lowest in Japan at 16%, below China (29% ↑) and the US (25% ↑). Few feel unaffected by events abroad.
Numbness is 14% in Japan, close to the US (12%) and below Korea (16%).
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 the top priority in Japan at 34%, close to China, the US and Korea (32 to 33%). It is also the top answer in the US and Korea.
Spending on things that bring joy is 33% in Japan, almost level with saving. Only China is higher, at 40% ↑.
Investing is 15% in Japan, well below Korea at 24% ↑.
Supporting family is 12% in Japan, less than half the US figure of 25% ↑. Fewer make it their #1 financial priority than in the US.
Paying off debt is low at 6%, double China's 3% and level with Korea (6%).
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
Travel is the top answer for luxury in Japan at 34% ↑, the highest of the four markets and more than double China (14%).
High-quality basics are luxury for only 19% in Japan, far below China (44% ↑) and Korea (43% ↑).
Financial peace of mind is 20% in Japan, below China and the US (27% ↑ each) but above Korea (15%).
Eating out is luxury for 16% in Japan, level with the US (16% ↑) and well above China (6%).
Time off is 12%, close to the US (13%) and Korea (10%).
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
Pessimism is 26% ↑ in Japan, the highest of the four markets and 21pp above China (5%). Japan has the most downbeat financial outlook.
"Very optimistic" is just 12% in Japan, a third of the level in China (38% ↑) and the US (39% ↑).
Cautious hope is the main positive answer at 35% ↑, the highest of the four markets. Hope here is guarded rather than confident.
Neutral sentiment is 26%, below China and Korea (33% each). Fewer sit in the middle, and more lean towards caution or pessimism.
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
Salary and growth are the top job priority in Japan at 32%, though this is below Korea (39% ↑) and China (38% ↑).
Flexibility and freedom are 26% ↑ in Japan, the highest of the four markets and above China (24%). Autonomy at work matters more here.
Stability and benefits are 28% in Japan, close to the other markets (28 to 30%).
Mission and purpose are 14% in Japan, below the US at 20% ↑ but above China and Korea (10% each). It is the lowest of the four answers in Japan.
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
Not knowing about GLP-1 is the top answer in Japan at 35% ↑, the highest of the four markets and above China (27% ↑). About a third of Japanese Gen Z are not following the topic.
In Japan, "They create unhealthy pressure to be skinny" is 22%, the top opinion given, close to the US (24%) and below Korea (25%).
Only 14% in Japan see GLP-1 as a health solution, below China and Korea (19% each).
Changing body standards (10%) and the view that skinny is more beautiful again (10%) are both low in Japan, below the US (15% and 18% ↑). Few see a return of thinness ideals.
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, Ethereum, etc.)?
Not knowing about alternative finance is the top answer in Japan at 28% ↑, the highest of the four markets. It is far above China (19% ↑), which is already high.
Higher returns for higher risk is 17% in Japan, well below Korea at 30% ↑.
Social media influence is 15% ↑ in Japan, significantly above China and Korea (11% each) and below the US (18% ↑). Some Japanese Gen Z see it as the best explanation for why people turn to alternative finance.
Optimistic opportunism is just 9% in Japan, less than half of China's 21% ↑.
"People truly believe in alternative finance" is lowest in Japan at 7%, below the US (14% ↑) and China (10%).
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
War and geopolitical conflict is the top threat in Japan at 28% ↑, the highest of the four markets and above China (24%).
Climate collapse is 21% in Japan, below China (24%) but still the second-largest concern.
AI and technology risk is 17%, below Korea (21%). Concern about AI is lower than in Korea.
Abuse of power is lowest in Japan at 13%, below the US and China (21% ↑ / 18%).
Only 7% say there is no major threat, in line with the US (8%). Most see some long-term threat.
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
"Some are positive, some are harmful" is the top answer in Japan at 39%, below Korea at 43% ↑. A mixed view is the most common here.
Not knowing this content is 23% ↑ in Japan, the highest of the four markets and well above the US (7%).
"They provide useful guidance" is just 17% in Japan, below China (28% ↑) and the US (25%).
Welcoming these views as a balance is 12%, below China (22% ↑).
Criticism is low: only 6% call it unhealthy, below the US (9% ↑) and Korea (12% ↑). Just 5% avoid it, level with the US and Korea.
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
"More freedom and independence" is the top answer in Japan at 27%, below China (34% ↑) and Korea (34%). The view is positive, but less strongly so.
Seeing single life as a normal way of living is 24% in Japan, below China's 28%. It is the second most common answer in Japan.
Loneliness is 13% in Japan, level with the US and more than double China (6%).
Uncertainty is highest in Japan at 13%, above the other markets (7 to 9%). Views of single life are less settled here.
Emotional difficulty is lowest in Japan at 9%, below the US at 16% ↑.
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
"Replace many existing jobs" is 26% in Japan, below Korea at 35% ↑ but well above China (14%). This is a fairly pessimistic view.
"Still too early to tell" is 16% ↑ in Japan, the highest of the four markets and just above China (14% ↑). Many are waiting to see.
"Change how most jobs are done" is 21% in Japan, the lowest of the four markets and below China (31% ↑).
Belief that AI will create more jobs is lowest in Japan at 15%, below the US (23% ↑) and China (19%).
"Mostly affect certain industries only" is 21%, level with China. A fair share expect a limited impact.
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
"They should contribute more to society" is the top view in Japan at 29%, below the US (38% ↑).
Indifference is 23% ↑ in Japan, the highest of the four markets and well above the US (9%).
"They deserve their wealth" is lowest in Japan at 14%, below Korea (21%).
"Their wealth is a result of innovation" is 17%, below China's 21%.
Seeing their wealth as a sign of system imbalance is 16% in Japan, close to the other markets (17 to 18%).
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
Peace and conflict prevention is the top priority in Japan at 36% ↑, the highest of the four markets and above China (28%).
Economic stability is 29%, close to China (30%) and Korea (31%). It is the second priority.
Human wellbeing is lowest in Japan at 11%, far below the US at 28% ↑.
Climate protection is just 13% in Japan, below China and Korea (20% / 21%).
Distrust of global institutions is highest in Japan at 12%, above the US (4%).
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
AI-created content is the top answer in Japan at 23%, below China (32% ↑) and Korea (28% ↑).
Music scenes and fan communities are 14% ↑ in Japan, the highest of the four markets and double the US (7%). Japanese Gen Z give fandom more weight.
Creator-led platforms are 17%, well below the US (28% ↑).
Interactive digital worlds are lowest in Japan at 6%, far below China's 17% ↑.
"I don't have a strong opinion on this" is 16% ↑ in Japan, the highest of the four markets and just above China (14% ↑).
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
Up-to-date skills are the top advantage in Japan at 22%, below the US (25% ↑).
Proven experience is 20% in Japan, level with the US (20%) and below Korea (23%).
"It depends on the field" is 16% ↑ in Japan, the highest of the four markets and just above Korea (15% ↑).
Embracing AI is just 11% in Japan, half the level of China (21% ↑) and Korea (20% ↑). Fewer see AI skills as the greatest advantage.
The right degree is 14%, above China (8%) but below skills and experience.
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
Fun is the highest-rated value at 80% among Japanese Gen Z. That is only slightly above Millennials (77%) and level with Gen X (80%).
Curiosity is 77%, about level across generations (Millennials 77%, Gen X 76%).
Recognition (74% ↑), ambition (59% ↑) and new excitement (59% ↑) are significantly higher for Gen Z. Recognition is above Millennials (67%), while ambition and new excitement are above Gen X (34%, 41%).
Risk-taking is just 37% ↑ for Gen Z, low overall but significantly above Gen X (17%).
Belonging (68% ↑) and relationships (69% ↑) are both significantly higher for Gen Z, well above Gen X (56% / 54%). Connection matters more to Gen Z.
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
"Being happy with who I am" is the top answer at 45% for Japanese Gen Z, just below Millennials (47%) and below Gen X (51%).
"Having autonomy and doing things that I enjoy in work or life" is close behind at 44%. Choosing for oneself is central to success here.
"Achieving personal fulfillment from work / school" is higher for Gen Z at 38% ↑, well above Millennials (26%) and Gen X (24%).
Self-reliance (36% ↑) and building relationships (32% ↑) are both significantly higher for Gen Z, above Millennials (30% / 25%).
"Making a positive impact in the world" is lowest at 16%, level across generations.
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 and future technologies are the top topic at 27% for Japanese Gen Z, above Millennials (26%) and below Gen X (30%).
Work/life balance follows at 22%, below Millennials (26%) and Gen X (31%). It is still a live topic for Gen Z.
Cultural and fashion trends are 19% for Gen Z, above Millennials (16%) and Gen X (14%).
Gender equality is higher for Gen Z at 10% ↑, above Millennials (7%) and Gen X (1%). It is a small but generational concern.
An aging society is followed by just 9% of Gen Z. It is below the stock market and mental wellness.
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
Positive words reach 65% for Japanese Gen Z and negative words 61%. Both are high, so feelings are mixed.
Among positive words, content (22%) and fun (21%) lead. Excitement is lower at 9%.
"Peaceful/chill/relaxed" is 19% for Gen Z, below Millennials (24%) and significantly below Gen X (31% ↑).
Stress (23%), worry/anxiety (23%) and exhaustion (20%) are the main negative words.
Anger (6%) and defeated (2%) are very low, while "lost/confused" is higher for Gen Z at 6% ↑ than Millennials (2%).
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 · Going well: among Gen Z (15-29) · Not going well: among Gen Z (15-29) who did not answer that everything is going well | Single answer | Response in %
GENERATIONAL BREAKDOWN · JAPANGOING WELLZ · 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 · JAPANNOT GOING WELLZ · 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
Going well
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
Not going well
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
Family relationships are the top "going well" answer at 16% for Japanese Gen Z, below Millennials (22%) and Gen X (23%).
Friendship is going well for 11% of Gen Z, above Millennials (8%) and Gen X (4%).
School/education is higher for Gen Z at 8% ↑ (Millennials 2%, Gen X none).
Exercise habits are going well for 7% ↑ of Gen Z, above Millennials (3%) but below Gen X (13% ↑). Physical health is 8% ↑, above Gen X (1%).
Mental health is going well for only 4% of Gen Z. That is a fairly low share.
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 that I myself like to do" is the top focus at 41% ↑ for Japanese Gen Z, well above Millennials (30%) and Gen X (31%).
Time with family/friends follows at 30%, above both older groups (28% / 24%).
Physical health is just 28% for Gen Z, far below Millennials (42% ↑) and Gen X (51% ↑). The gap with older generations is wide.
Community-building is higher for Gen Z at 9% ↑ (Gen X 1%). It is a small share, and Millennials are at 6%.
The priorities above 20% are own interests, relationships, health, mental health, travel and work/life balance. Personal development and personal finance are lower (14% each).
Section
Lifestyle
Japan
Q.25
Increased Time Spent by Activity
BASE · Among Gen Z (15-29)
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
Browsing social media is the top area of increased time at 40% ↑ for Japanese Gen Z, above Millennials (37%) and Gen X (26%).
Time with friends is much higher for Gen Z at 24% ↑, well above Millennials (10%) and Gen X (6%).
Personal grooming is 20% ↑ for Gen Z, above Millennials (11%).
Time outdoors (16% ↑) is significantly higher for Gen Z than Millennials (10%). School/paid work (15% ↑) is significantly above both older groups (6% / 4%).
Reading long-form books is just 9% for Gen Z. It is the lowest activity on the list.
Q.26
Drivers of Time Investment in Self-Development
BASE · Among Gen Z (15-29) who spent more time on 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
Personal growth is the top reason at 51% for Japanese Gen Z.
Career enhancement is 44% for Gen Z, above Millennials (31%). It is the second reason after personal growth (51%).
Value of autonomy is 39% for Gen Z, above Gen X (20%). Learning is linked to independence.
"Better use of time" is 31% for Gen Z, above Millennials (19%).
Lack of fulfillment from work or school is low at 16% for Gen Z, below Millennials (31%). It is the lowest reason for Gen Z.
Q.27
Drivers of Time Investment in Personal Interests
BASE · Among Gen Z (15-29) who spent more time on 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
"They bring me happiness" is the top reason at 65% for Japanese Gen Z, above Millennials (53%) and Gen X (31%).
Stress relief is 57% for Gen Z, close to Millennials (58%).
Values alignment is 42% for Gen Z, below Millennials (58%) and Gen X (63%). Happiness (65%) ranks well above it for Gen Z.
Similar-interest community (35%) and inspiration from social media (34%) are both higher for Gen Z than for older groups.
Prioritizing independence is 33% for Gen Z, below Millennials (43%). It ranks behind happiness and stress relief.
Q.28
Regular Go-To Activities
BASE · Among Gen Z (15-29)
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
Socializing is 37% ↑ for Japanese Gen Z, tied with resting (37%) as the top activity. It is well above Millennials and Gen X (23% each).
Entertainment, arts and culture are 36% ↑ for Gen Z, above Gen X (21%).
Resting is 37% for Gen Z, below Millennials and Gen X (43% each). It is common but less so than for older groups.
Exercise (25%) and travel (20%) sit in the middle.
Self-development (18%) and outdoor activities (15%) are low. Leisure is mostly rest, socializing and culture.
Q.29
Exercises / Fitness
BASE · Among Gen Z (15-29) who exercise regularly | 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
Leisure walking is the top activity at 50% for Japanese Gen Z, below Gen X (62%). It is well ahead of app-based home workouts (35%).
App-based home workouts are 35% for Gen Z, below Millennials (46%). This is the most common structured format.
Solo gym use is 32% for Gen Z, below Millennials (38%).
Group exercise (22%) and meditation/healing (18%) are higher for Gen Z than for Gen X (5% each).
Trainer-led gym sessions are just 14% for Gen Z. Only skateboarding is lower, at 5%.
Q.30
Sports
BASE · Among Gen Z (15-29) who play sports regularly | 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
Mass or established sports are 78% among Japanese Gen Z who play sport, below Millennials (82%) and Gen X (92%).
Running is the top sport at 31% for Gen Z, below Millennials (38%) and Gen X (50%).
Soccer (24%) and baseball (19%) are the leading team sports for Gen Z.
E-sports is higher for Gen Z at 15%, well above Millennials (6%) and absent for Gen X.
HYROX (1%) and Padel (1%) are at the lowest levels for Gen Z. Few who play sport take part in either.
Q.31
Outdoor Activities
BASE · Among Gen Z (15-29) who do outdoor activities regularly | 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
City walks are the top outdoor activity by a wide margin at 57% for Japanese Gen Z, above Millennials (50%) and Gen X (29%).
Biking follows at 28% for Gen Z, level with Millennials (28%).
Camping (27%) and hiking (23%) come next, with hiking well below Gen X (57%).
Glamping is higher for Gen Z at 14% (Gen X none). Camping is still more common at 27%.
Fishing is just 11% for Gen Z, far below Millennials (28%) and Gen X (43%).
Q.32
Domestic / International Travel Destinations
BASE · Among Gen Z (15-29) who traveled for fun in the past 6 months | 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
Domestic travel is 88% for Japanese Gen Z, below Millennials (93%) and Gen X (92%). Most travelers in each generation took a domestic trip.
International travel is only 30% among Gen Z, below Millennials (33%) and above Gen X (25%). Traveling abroad is a minority habit.
Staycations are 23% for Gen Z, close to Millennials (25%), while no Gen X respondents choose them (-).
Domestic travel (88%) is 58pp higher than international travel (30%) among Japanese Gen Z who traveled for fun.
Q.33
Types of Destinations
BASE · Domestic trips: among Gen Z (15-29) who took a domestic trip in the past 6 months · International trips: among Gen Z (15-29) who took an international trip in the past 6 months | 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 · JAPANDOMESTIC TRIPSZ · 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 · JAPANINTERNATIONAL TRIPSZ · 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
Domestic trips
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
International trips
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
Well-known nature spots are the top choice for Japanese Gen Z at 62%, above Millennials (59%) and Gen X (55%). This includes mountains and lakes.
Theme parks are 46% among Gen Z, close to Millennials (48%) and Gen X (45%). They are popular across generations.
Cosmopolitan cities draw 44% of Gen Z, well above Gen X (18%) and above Millennials (38%). City trips appeal more to younger people.
Remote, lesser-known nature draws 22% of Gen Z, close to Millennials (23%) and more than double Gen X (9%).
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Domestic trips: among Gen Z (15-29) who took a domestic trip in the past 6 months · International trips: among Gen Z (15-29) who took an international trip in the past 6 months | 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 · JAPANDOMESTIC TRIPSZ · 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 · JAPANINTERNATIONAL TRIPSZ · 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
Domestic trips
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
-
International trips
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
Habitual travel without a set goal is the top trigger for Japanese Gen Z at 57%, far above Gen X (27%). For many, travel is a routine.
Cultural events trigger 22% ↑ of Gen Z trips, more than double Millennials (9%) and Gen X (9%).
Relaxing on the beach or in the hotel drives only 29% of Gen Z, well below Millennials (45%).
Concerts (17%) and sports events (12%) are smaller triggers, and cruise trips are lower at 6%.
Q.35
Entertainment, Arts, Culture
BASE · Among Gen Z (15-29) who regularly do entertainment, arts or 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
Watching TV/movies at home is the top activity for Japanese Gen Z at 54%, above Millennials (48%) but below Gen X (60%).
Cinema is 40% among Gen Z, well below Gen X (67%). Cinema-going rises with age.
Concerts, shows and live performance are 32% for Gen Z, above Millennials (23%) and Gen X (27%). Live events are relatively strong for Gen Z.
Store events draw 21% of Gen Z against 16% of Millennials. Museum and art visits are lower at 15%, well below Millennials (26%).
Q.36
Socializing, Connecting with Others
BASE · Among Gen Z (15-29) who regularly socialize
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
Shopping together is the top social activity for Japanese Gen Z at 47%, below Gen X (50%).
Coffee shops are 40% ↑ for Gen Z, well above Millennials (25%). Cafés matter more to Gen Z than to Millennials.
Restaurants/bars draw 41% of Gen Z, below Millennials (50%) and Gen X (50%). Dining out is more common among older groups.
Hosting friends at home or home bars is just 4% for Gen Z, against 12% for Millennials. It is the lowest social activity for Gen Z.
Q.37
Self-Development Activities
BASE · Among Gen Z (15-29) who regularly do 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
Reading books is the top self-development activity for Japanese Gen Z at 43%, close to Millennials (42%) but far below Gen X (67%).
Learning a new skill is 41% for Gen Z, just above Millennials (40%) and above Gen X (33%). It is close to reading (43%).
Reading magazines/articles is 23% for Gen Z, about half the Millennial rate (42%).
Note-taking tools like Notion reach 22% of Gen Z against 19% of Millennials. Weekend or night school is lower at 9%.
Q.38
Resting, Relaxation & Recovery
BASE · Among Gen Z (15-29) who regularly rest or do less | 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
Listening to music is the top way to rest for Japanese Gen Z at 64% ↑, far above Millennials (47%) and Gen X (37%). It is the largest generational gap here.
Quiet time doing nothing is 54% for Gen Z, below Millennials (65%) and above Gen X (50%).
Quiet hobbies such as knitting draw 29% of Gen Z, below Millennials (32%).
Time with pets (15%) is well below Millennials (25%) and Gen X (27%). Meditation is about level across all groups at 10 to 11%.
Q.39
Whether Part of Groups
BASE · Among Gen Z (15-29)
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
Belonging to at least one hobby group is 36% ↑ for Japanese Gen Z, above Millennials (33%) and Gen X (20%). It is the most common type, but still a minority.
At least one sports group is 34% for Gen Z, just below Millennials (36%). At least one brand group is 26%, below Millennials (31%).
Running groups are the top single category at 16%, level with Millennials (16%).
Music bands are significantly higher among Gen Z at 9% ↑ than Millennials (5%), and Gen X is 4%. Basketball groups are 7% ↑, below Millennials (10% ↑), and no single group type goes above 16%.
Q.40
Activities Aspire to Do More in Coming 6 Months
BASE · Among Gen Z (15-29)
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
Socializing is the top thing Japanese Gen Z want to do more of at 36% ↑, above Millennials (27%) and Gen X (23%).
Resting is 35% for Gen Z, level with Millennials (35%) and below Gen X (39%).
Entertainment/culture (29%) and travel (29%) are level in the next group, both below Millennials (34% and 31%).
Wanting to exercise more is 24% for Gen Z against 31% for Millennials.
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
The total purchase index for Japanese Gen Z is 966, well below Millennials (1186) and Gen X (1046). They buy across fewer categories.
Clothing is 72% for Gen Z against 85% ↑ for Millennials and 86% ↑ for Gen X. Alcohol is 45% against 69% ↑ for Millennials.
Travel/vacations are fairly high at 65% for Gen Z, though below Millennials (75% ↑).
Footwear (41%), supplements (37%) and fragrances (27%) are all well below Millennial levels (53% ↑, 59% ↑, 41% ↑).
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, 30%, would protect no spending category at all under budget pressure. This is level with Millennials (30%) and close to Gen X (31%).
Experiences are 26% for Gen Z, second to nondurable goods (43%) and below Millennials (30%).
Food (17%) and travel (17%) are the top single categories, with travel below Millennials (21%).
Entertainment is 13% ↑ for Gen Z, above Millennials (10%) and Gen X (4%). Luxury fashion is just 3%.
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 bought alcohol in the past 6 months | 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
Yamazaki is the top brand in Japanese Gen Z social circles at 31%, though below Millennials (36%) and Gen X (33%).
Jim Beam is second at 15% for Gen Z, below Millennials (19%).
Smirnoff (11%), Hennessy (7%) and The Macallan (7%) come next, and Hennessy and Macallan appear only among Gen Z.
Hibiki is just 2% for Gen Z, against 8% for Millennials and 27% for Gen X. It is chosen more often by older generations.
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 bought footwear in the past 6 months | 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 are the top footwear category for Japanese Gen Z at 53%, well below Millennials (69%) and Gen X (93%).
Outdoor shoes are 21% ↑ for Gen Z, far above Millennials (3%).
Boots (17%) and performance/sports shoes (15%) come next, both above Millennial levels (9%, 6%).
Flats/loafers (12%) and sandals (11%) follow, and high heels are low at 3%. Practical, everyday shoes are most common.
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 bought clothes in the past 6 months | 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
T-shirts are the top clothing purchase for Japanese Gen Z at 50%, above Millennials (48%) and Gen X (41%).
Sweaters (28%) and jeans (28%) are level, both well above Millennials (17%, 17%).
Jackets (22%) and shorts/pants (22%) are each above Millennial levels (12%, 14%).
Graphic tees are just 6% for Gen Z and functional clothes 5%. Few buy either.
Q.46
Type of Footwear /Apparel Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which types of brands did you purchase? · You mentioned you purchased clothes in the past 6 months. Which types of brands did you purchase?
BASE · Footwear brands: among Gen Z (15-29) who bought footwear in the past 6 months · Clothing brands: among Gen Z (15-29) who bought clothes in the past 6 months | 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 · JAPANFOOTWEAR BRANDSZ · 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 · JAPANCLOTHING BRANDSZ · 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
Footwear brands
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
-
Clothing brands
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
Fast fashion is the top brand type for Japanese Gen Z at 48% ↑, far above Millennials (25%) and Gen X (36%).
Sportswear is 44% for Gen Z, below Millennials (53%) and Gen X (50%).
Streetwear (18%) and designer/trendy brands (15%) are smaller, with designer brands above the Millennial level (9%).
Luxury fashion brands are just 3% for Gen Z, level with Millennials (3%).
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 bought footwear or clothes in the past 6 months | 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
Fast fashion is the most followed brand type for Japanese Gen Z at 71%, above Millennials (64%) and Gen X (55%).
Sportswear is followed by 32% of Gen Z, close to Millennials (33%) but below Gen X (48%).
Designer/trendy brands are followed by 25% of Gen Z against 20% of Millennials.
Streetwear (22%) and luxury (8%) are lower, and few follow luxury brands.
Q.48
Purchase Channel
On which channels or platforms do you purchase footwear / apparel / fashion products?
BASE · Among Gen Z (15-29) who bought footwear or clothes in the past 6 months | 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
Online shopping malls are the top channel for Japanese Gen Z at 34%, close to Millennials (33%) and below Gen X (41%).
Social media is 31% ↑ for Gen Z, far above Millennials (13%) and Gen X (3%). Buying through social media is mainly a Gen Z habit.
Brand stores (24%) and brand apps/websites (21%) come next, with brand apps well above Millennials (11%).
Live-stream shopping is just 2% for Gen Z. It is the lowest channel on the list.
Q.49
Beauty brands
What is your favorite skincare/makeup brand?
BASE · Skincare: among Gen Z (15-29) who bought skincare in the past 6 months · Makeup: among Gen Z (15-29) who bought makeup in the past 6 months | 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 · JAPANSKINCAREZ · 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 · JAPANMAKEUPZ · 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
Skincare
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
-
-
Makeup
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
SHISEIDO is the top skincare brand for Japanese Gen Z at 21%, below Millennials (27%) and far below Gen X (59%).
Curél is second at 17% for Gen Z, close to Millennials (19%).
SK-II (13%) and Dior (11%) follow, with Dior above Millennials (8%).
Olive Young is 7% ↑ for Gen Z and does not register for older groups (-). It appeals mainly to younger buyers.
Q.50
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) who bought tech products in the past 6 months | 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
ChatGPT is the top AI tool for Japanese Gen Z at 69%, below Millennials (80% ↑) and Gen X (71%). Gen Z use it less than older generations.
Grok is 24% for Gen Z, above Millennials (19%) and Gen X (14%). This is the highest Grok use of any group.
17% of Gen Z use none of the listed tools, above Millennials (15%) but below Gen X (21%).
DeepSeek (10%) and Claude (9%) are used less, both below Millennial levels.
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 bought tech products in the past 6 months | 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
NET 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
NET 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
NET Negative
50
41
21
Concerned
21
20
7
Worried / anxious
17
13
-
Doubtful / unbelieving
16
11
14
Scared
13
9
14
Observations
Net positive sentiment is 81% among Japanese Gen Z, below Millennials (87%) but above Gen X (71%).
"I like it – boost productivity / efficiency" is the top positive at 53% for Gen Z, level with Millennials (53%).
Net negative sentiment is 50% for Gen Z, above Millennials (41%) and Gen X (21%). Gen Z are the most negative of the three generations.
Concerned (21%) and worried/anxious (17%) are the top negatives, both above Millennial levels (20%, 13%). Gen Z views of AI are mixed.
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 bought luxury in the past year | 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
Scarcity is the top luxury trait for Japanese Gen Z at 36%, above Millennials (28%) and Gen X (16%). Neither older group puts it first.
Higher price is second at 32% for Gen Z, above Millennials (23%).
Pampering and indulgence are 30% for Gen Z, below Millennials (34%) and Gen X (48%).
Rich heritage is just 20% for Gen Z, below Millennials (25%) but above Gen X (16%).
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 bought luxury in the past year | 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
Self-reward is the top luxury driver for Japanese Gen Z at 22%, below Millennials (25%) and just below Gen X (24%).
Treating oneself well (14%) and feeling special (12%) come next, with treating oneself above Millennials (11%).
Celebrating a special occasion drives 11% of Gen Z against 28% of Gen X. Luxury for occasions is more common among older people.
Outward reasons are low: marking success (7%), gaining respect (6%) and showing good taste (5%). Self-reward (22%) and treating oneself (14%) rank higher.
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 bought luxury in the past year | 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
Louis Vuitton is the top aspirational brand for Japanese Gen Z at 28%, below Millennials (30%) and Gen X (44%).
Hermès (22%) and Chanel (22%) are level in second place, with Chanel above Millennials (21%).
Gucci (19%) and Dior (18%) follow, with Dior above Millennials (15%).
Loewe (11%), Saint Laurent (10%) and Celine (10%) sit mid-list, all above or level with Millennials.
Section
Needs
Japan
Q.55
Food and Beverages
BASE · Among Gen Z (15-29) who bought food or beverage in the past 6 months
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
Net functional considerations are 91% for Japanese Gen Z, below Millennials (97%) and Gen X (100%). Practical factors matter to almost everyone.
Good value for money is the top emotional driver at 77% for Gen Z, below Millennials (81%).
Nutrition is the top functional driver at 65% for Gen Z, well below Millennials (82% ↑) and Gen X (89%). Interest in health rises with age.
"Helps me fit in or to be part of a community" is 20% ↑ for Gen Z, far above Millennials (5%). Excitement/enjoyment is the second emotional value at 63%.
Q.56
Alcohol
BASE · Among Gen Z (15-29) who bought alcohol in the past 6 months
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
Net functional considerations are 94% for Japanese Gen Z, below Millennials (100%) and Gen X (100%).
Good value for money is the top emotional driver at 70% for Gen Z, well below Millennials (84%) and Gen X (93%).
Authentic taste of origin is the top functional driver at 61% for Gen Z, below Millennials (70%).
"It can be a conversation piece" is 56% for Gen Z, above Millennials (41%) and Gen X (33%). KOL endorsement is 23% against 14% for Millennials.
Q.57
Footwear
BASE · Among Gen Z (15-29) who bought footwear in the past 6 months
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
It’s classic and does not go out of date easily
GEN Z
25
MILLENNIAL
29
GEN X
35
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
It’s classic and does not go out of date easily
25
29
35
Observations
Net functional considerations are 97% for Japanese Gen Z, level with Millennials (97%) and below Gen X (100%).
All-day comfort is the top functional driver at 73% for Gen Z, above Millennials (60%) but below Gen X (88%).
Versatility is 61% for Gen Z, close to Millennials (63%). Latest/popular style is 42% against 34% for Millennials.
"It can be a conversation piece" is 26% for Gen Z, well above Millennials (14%) and Gen X (6%). Value for money (68%) is still the top emotional driver.
Q.58
Apparel
BASE · Among Gen Z (15-29) who bought clothes in the past 6 months
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
It’s classic and does not go out of date easily
GEN Z
24
MILLENNIAL
33
GEN X
39
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
It’s classic and does not go out of date easily
24
33
39
Observations
Net functional considerations are 94% for Japanese Gen Z, above Millennials (91%) and below Gen X (97%).
Good value for money is the top emotional driver at 68% for Gen Z, below Millennials (77%).
Latest/popular style is 41% ↑ for Gen Z, double Millennials (21%) and Gen X (19%).
"It can be a conversation piece" is 21% ↑ for Gen Z against 8% for Millennials. All-day comfort (69%) and versatility (54%) are the main functional drivers.
Q.59
Beauty
BASE · Among Gen Z (15-29) who bought beauty products in the past 6 months
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
Net functional considerations are 85% for Japanese Gen Z, just above Millennials (84%) and below Gen X (96%).
Value for money is the top emotional driver at 71% for Gen Z, below Millennials (73%) and Gen X (81%).
Simpler, time-saving steps are the top functional driver at 66% for Gen Z, above Millennials (58%).
"It looks like a collectible piece of art" is 19% ↑ for Gen Z, double Millennials (9%). After value for money, the top emotional benefits are "makes me feel rich" (51%) and "makes me look/feel young/youthful" (50%).
Q.60
Tech
BASE · Among Gen Z (15-29) who bought tech products in the past 6 months
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
Net functional considerations are 90% for Japanese Gen Z, just below Millennials (92%) and above Gen X (86%).
"Makes it easier and more convenient to enjoy my life" is the top emotional driver at 60% for Gen Z, above Millennials (55%).
"Can boost productivity" is the top functional driver at 53% for Gen Z, close to Millennials (54%) but far below Gen X (79%).
Privacy/data security is level at 50% across all groups. The share choosing "It can be a conversation piece" is 29% for Gen Z against 7% for Gen X.
Q.61
Luxury
BASE · Among Gen Z (15-29) interested in 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
Net functional considerations are 77% for Japanese Gen Z, above Millennials (66%) but below Gen X (92%).
"Makes me feel rich" is the top emotional driver at 45% for Gen Z, below Millennials (49%) and Gen X (67%).
"It's rare and owned by few people" is 41% for Gen Z, above Millennials (32%) and Gen X (25%). Exclusivity matters more to younger buyers.
Durability is 35% for Gen Z, well below Millennials (44%) and Gen X (67%).
Q.62
Auto
BASE · Among Gen Z (15-29) interested in cars
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
KOL/influencer endorsed or recommended (on social media or live streaming)
9
6
6
Observations
Net functional considerations are 96% for Japanese Gen Z, just below Millennials (98%) and below Gen X (100%).
Safety features are the top functional driver at 58% for Gen Z, below Millennials (65%).
Net emotional considerations are 65% ↑ for Gen Z, above Millennials (53%) and Gen X (54%).
Charging convenience is 22% ↑ for Gen Z, double Millennials (11%). The top emotional driver is "exciting to drive" (46%), and resale value is lower at 17%.