*AI Translated
SHIBUYA109 Entertainment’s youth marketing agency, SHIBUYA109 lab., has announced the results of its 2025 trend survey, conducted with 619 women aged around 20 (15–24 years old).
This year, there are nine categories: “Café & Gourmet,” “People,” “Artists,” “Content,” “Characters,” “SNS Memes,” “Beauty,” “Fashion,” and “Experiences.” The nominees were selected by a trend conference, with a panel of ten high school and university students from SHIBUYA109 lab. MATE serving as the selection committee.
SHIBUYA109 lab. Trend Awards 2025 Topics
【Café & Gourmet】Healthy Asian food and crispy-chewy treats. “Food you enjoy by seeing, hearing, and searching” is also in the spotlight.
【People】Personalities highlighted in “short videos.”
【Artists】Self-affirmation through Reiwa-era songs, and getting cheered up by Heisei-era hits.
【Content】Enjoying the world of a film before and after watching. 2025 saw a rise in horror and sci-fi as well.
【Characters】The “plushie activity” boom leads to a Warring States period for characters. “Positively melancholic characters” are trending.
【SNS Memes】AI-generated memes are in the spotlight. Sharing the present with “lighthearted self-deprecating memes.”
【Beauty】The keyword is “happy aura.” A gentle look emphasizing a healthy glow and radiance.
【Fashion】Balancing harmony and individuality with “quiet but uplifting” items.
【Experiences】Expressing individuality and empathy in “small, intimate ways.”
* Company names, product names, and service names mentioned in this article are trademarks or registered trademarks of their respective companies.
【Café & Gourmet】Healthy Asian Food and Crispy-Chewy Treats. “Food You Enjoy by Seeing, Hearing, and Searching” Also in the Spotlight
Asian cuisine, especially from Korea and China—such as mala soup, hot pot, and the yogurt ice cream brand “Yoajoen”—continued to be a trend in 2024 for their healthy appeal. Also gaining attention were “foods you enjoy by seeing and hearing,” popularized by ASMR videos, and “foods you enjoy searching for,” which are hard to find due to frequent sellouts. These trends highlight the diverse ways people enjoy food.
1st Place: Mala Soup
A soup dish originating from Sichuan, China, characterized by the numbing spice of Sichuan peppercorns and the heat of chili peppers. It’s hearty yet healthy, making it a guilt-free choice. Its popularity is also driven by short videos on social media showing people choosing their own toppings.
2nd Place: Mocchurin
A special item commemorating Mister Donut’s 55th anniversary. Its appeal lies in the unique “mocchurin texture,” which combines a chewy and soft bite. This new texture, unlike anything before, became a hot topic on social media, leading to frequent sellouts at stores.
3rd Place: Dubai Chocolate
A sweet treat made by coating pistachio paste and kadaif (thin wheat noodles) in chocolate. Originating in Dubai, United Arab Emirates, it’s known as “Dubai Chocolate.” It became popular after ASMR videos showcased its crunchy texture.
【People】Personalities Highlighted in “Short Videos”
This year, many cast members from the romance reality show "Kyo, Suki ni Narimashita." streamed on ABEMA, ranked highly.
Many young people watch short clips from the show, and a common trait among the cast is that they have "unique personalities that make you want to clip their scenes."
1st Place: Hirona Nagahama
A second-year high school student affectionately known as "Ohinasama," who appeared for three consecutive seasons on the ABEMA romance reality show "Kyo, Suki ni Narimashita." Her ever-changing looks each season, unwavering self-confidence, and memorable quotes—often called "Ohinasama Quotes"—became popular on social media.
2nd Place: MON7A (Monta)
A current high school artist who gained attention on "Kyo, Suki ni Narimashita: Haron Edition." She became a hot topic for her unique style and interactions with fellow cast member Hirona Nagahama. Additionally, videos of her posing with her feet up on a desk spread as the "Monta Scene," with many people imitating her and posting on TikTok.
3rd Place: Noa
An influencer with the talent agency "LUV" and the daughter of celebrity Nozomi Tsuji. At the end of last year, she launched her own YouTube channel and revealed her face for the first time, which, along with her modeling work and appearance on "Kyo, Suki ni Narimashita: Graduation Edition," became a hot topic.
[Artist Category] Self-affirmation with Reiwa-era songs, Cheered up by Heisei-era hits
This year, groups that strongly express the individuality and passion of both their members and producers became especially popular. As with last year, songs that are positive and boost self-esteem, as well as tracks from iconic Heisei-era artists, became trends. Heisei-era songs are not only nostalgic due to the Heisei revival, but their energetic vibes are also a big draw.
1st Place: HANA
A seven-member girl group formed through the audition program "No No Girls," produced by rapper and singer Chanmina. The show drew attention for Chanmina’s involvement, the members’ growth, and their high level of skill.
2nd Place: CUTIE STREET
An eight-member female idol group under ASOBISYSTEM. Their debut single "Isn't Being Cute Enough?" became popular on social media for both its singing and dancing, and in 2025, they held their first solo concert and a nationwide tour.
3rd Place: Cho Tokimeki♡Sendenbu
A six-member female idol group under Stardust Promotion. Their song "Chou Saikyou," released this year, became a trending "oshi-katsu" (fan support) anthem, especially on TikTok.
[Content Category] Immersing in the world of movies before and after watching—2025 was a year for horror and sci-fi
This year, many horror and sci-fi works, as well as movies shown in theaters, were nominated. There was a trend of coordinating outfits to match the movie’s world, bringing character keychains or plushies to the theater, and taking photos with food and drinks before or after the screening to enjoy the film’s atmosphere. On social media, the "Kokuhou Scene" meme—imitating a scene from the movie "Kokuhou"—also became popular.
1st Place: Movie "Kokuhou"
A live-action film based on a novel depicting two characters with different backgrounds and talents living in the world of kabuki. The film was praised for its content, and the "Kokuhou Scene" trend, where people imitate the movie’s atmosphere, became a hit on social media.
2nd Place: Movie "Exit 8"
A live-action adaptation of last year’s hit game "Exit 8." The film recreates the game’s world, where players search for anomalies in an endlessly looping underground passage to escape to the surface. Even before its release, it was a hot topic for its unpredictable plot and ending.
3rd Place: Movie "366 Days"
This romance film was inspired by the song “366 Days” by the four-member band HY. Eiji Akaso stars in the lead role, and its heartrending story has become a hot topic.
[Character Category] The Plushie Craze Ushers in a Warring States Era of Characters. “Positively Depressed Characters” Gain Attention
Following last year, the spotlight on character content remains strong, leading to the establishment of a new Character Category this year. Characters that put a positive spin on negative themes in modern society—such as “Heisei Revival Characters” and those from “educational programs”—have become a major topic of conversation. In addition, the trend of “plushie activities” (nuikatsu), where people enjoy plush toys as part of their fandom or fashion, is another factor driving the popularity of character merchandise.
1st Place: LABUBU
A monster with long ears and jagged teeth, sold by the Chinese art toy brand POPMART. It gained popularity after Lisa from the K-pop group BLACKPINK posted a video of herself with it attached to her bag, leading to prolonged sellouts.
2nd Place: Myaku-Myaku
The official mascot of Expo 2025 Osaka, Kansai, Japan. Its popularity soared thanks to collaborative products with beloved characters like Sanrio Characters and Tamagotchi.
3rd Place: Emoji-no-Ko (Temporary Name)
A character added to LINE’s default emoji set in the November 2024 update. Its cute appearance and ease of use as an emoji, combined with a touch of surrealism, made it affectionately known as “that LINE emoji character” on X (formerly Twitter).
[SNS Meme Category] AI-Generated Memes Go Viral. Sharing the Moment with “Lighthearted Self-Deprecating Memes”
Memes come and go at a dizzying pace, but this year, many short video memes utilizing AI voice and AI video generation were nominated. Much like with characters, a notable trend is the positive sharing of negative contexts and the rise of cheerful, self-deprecating memes.
1st Place: Ima Kore Community (Chinese Dance)
This meme combines the traditional Chinese dance “Ke Mu San” with the Japanese internet slang “Ima Kore” sentence structure. The comical, addictive dance moves paired with relatable everyday situations became a hit and sparked widespread attention.
2nd Place: “It’s So ___ I Could Die!!”
A phrase that exaggerates heightened emotions, often paired with AI voice narration. The unique sound of the AI voice added to the humor, making it a hot topic on TikTok and other social media. Also known as the “Shinu Shinu Community,” its appeal lies in how easy it is to use in daily life.
3rd Place: “You Look Great Today!”
This SNS meme originates from the line “Hey, you look great today!” in the song “Ii Jan” by the male idol group M!LK. Its catchy phrase and easy-to-copy dance moves have made it popular not only as a TikTok sound but also as a way to compliment yourself or others in everyday conversation.
[Beauty Category] The Keyword is “Happy Aura.” Creating a Gentle Look with a Focus on Healthy Color and Radiance
Continuing from last year, makeup that creates your “desired vibe” remains a trend. This year, many blush products have been nominated,
with keywords focusing on a healthy complexion, translucency, and a dewy glow, all aimed at creating a soft, happy aura.
1st Place: Kurumi-chan Hair
This hairstyle recreates the look of Ume Kurumizawa, a character from the manga “Kimi ni Todoke.” Popularized by K-pop idols like Ningning from aespa, this style has become a hot topic as more idols incorporate it into their looks.
2nd Place: Euphoric Makeup
Makeup that uses pink and coral tones to create a healthy, radiant look. Its ability to give off a soft impression and leave a positive impact has made it very popular.
3rd Place: CLIO Essential Lip & Cheek Tap
A balm-type lip and cheek product released by CLIO. Its natural glow and healthy color make it easy to use and have generated buzz. Additionally, videos of people applying blush while holding the lid in their mouth have gained attention on social media.
[Fashion Category] Enjoying Both Harmony and Individuality with “Quiet-Age” Items
Following last year, Y2K fashion reflecting mid-Heisei era Japanese culture and “core” trends like “Wishcore,” which focus on key motifs and items, have remained popular. In addition, “Quiet-Age” items—such as ear acupuncture jewelry and body jewelry—that allow you to add a subtle sparkle without disrupting harmony with those around you, have ranked highly.
1st Place: Ear Acupuncture Jewelry
Beauty items that involve sticking titanium-studded stickers onto pressure points on the ear. They are popular for providing both beauty and health benefits by stimulating pressure points, while also letting you enjoy a fashionable look similar to earrings.
2nd Place: Body Jewelry
Body art where glitter or rhinestone jewelry is applied directly to the skin. The sparkling effect catches the eye and can be easily added as an accent to your outfit. One feature is that the color fades in about 7 to 10 days.
3rd Place: Drawstring Backpack
A drawstring bag that can be carried on the shoulders. With the revival of Y2K fashion, it has become a trendy item for creating a relaxed, effortless look.
[Experience Category] Expressing Individuality and Empathy in “Small and Narrow” Ways
Experiences that let you enjoy your individuality and preferences with small charms—such as marker accessories, bracelets, and glasses charms—have become a trend. There are also many activities enjoyed alone or in small groups, like knitting or sticker books, showing a desire for experiences with a smaller circle of empathy.
1st Place: Marker Accessories
Charms featuring small rubber rings attached to mascots. Mainly offered as capsule toy prizes, they are enjoyed by attaching them to umbrella handles, lipsticks, and more. Marker accessories featuring a wide variety of characters, miniature foods, and products have become a trend.
2nd Place: Nui-Katsu
Short for “plushie activities.” This trend involves going out with your favorite plushie or your “oshi” (favorite character) plush, or making costumes for them, and has become a popular way to have fun.
Starting with LABUBU, who took first place in the Character category, random plush merchandise is also attracting attention, and unboxing videos are very popular.
3rd Place: Sticker Albums
Sticker albums, where people collect their favorite stickers, have become a trend, with friends exchanging stickers with each other. This was also popular in the mid-Heisei era, so many enjoy the nostalgia from their childhood. Stickers with a 3D effect and tile stickers are also in high demand.
[Director’s Comment] This Year’s Highlight Was “Plush Activities.” The Heal & Cheer Up Consumption Mood Continues
This year, the popularity of character content such as “plush activities” was especially notable, so we established a new “Character Category.” In 2025, as in the previous year, the consumption trend strongly reflected a sense of fatigue with the “amount” and “scope” of communication, especially on social media. To relieve this fatigue, young people are enjoying refresh experiences and items or content that cheer them up, affirming their true selves while lightheartedly poking fun at themselves and encouraging each other as they enjoy the present. There is also a growing movement to avoid excessive attention and connections with large numbers of people, with communication becoming more active in closed and ephemeral (temporary) spaces, especially on platforms like BeReal. and Instagram Stories. For companies’ marketing strategies, it will become increasingly essential to accurately capture the “small but deep” sense of community among these young people.
Click here for the list of nominees
■ Survey Overview
Survey Method: Online questionnaire
Survey Period: September to October 2025 Target: Women aged around 20 (15–24 years old)
Valid Responses: n = 619
Survey Conducted and Analyzed by: SHIBUYA109 lab. (Operated by SHIBUYA109 Entertainment Co., Ltd.)
*Regarding the selection of nominated candidates
A trend conference was held in September 2025. Together with 10 high school and university students belonging to SHIBUYA109 lab.’s unique network “SHIBUYA109 lab. MATE,” nominees were selected for each category at SHIBUYA109 lab. Afterwards, a multiple-choice survey was conducted to determine the grand prize winners.
Information provided by: SHIBUYA109 Entertainment (Survey by SHIBUYA109 lab.)
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