SHIBUYA109 Entertainment, which operates the youth marketing research institute "SHIBUYA109 lab.", has announced the results of its 2026 trend forecast survey conducted with 401 women aged around 20 (15 to 24 years old).
*AI Translated
2026 Trending & Up-and-Coming Items: "Café & Gourmet Category"
Food trends originating from China and Korea continue to attract attention. In interviews, some respondents said they are drawn to foods and shops that "look delicious at a glance," suggesting that "guaranteed delicious food" is likely to remain a key factor.
Additionally, several bowl desserts such as macaron cereal and sago have been nominated, with people enjoying their colorful and voluminous appearance. Other trends include customizable foods like tacos and steamed dishes, where you can enjoy arranging the ingredients to your liking.
Deka Drink (Large Drinks)
Drinks that are even larger than bottled beverages. In particular, the Chinese-origin drink specialty shop "MIXUE" has become a hot topic for offering these large drinks at affordable prices starting from just over 100 yen.
Bagels
A type of bread known for its unique chewy texture. "Korean bagels," which are especially popular for their generous toppings and fillings, have been in the spotlight since June 2025 when "OKUDO CAFE" in Shin-Okubo began selling them.
Tacos
A signature Mexican dish where various fillings are wrapped in tortillas. Taco parties ("Taco-pa") are also becoming increasingly popular among young people.
French Fry Specialty Shops
Shops specializing in French fries. Unlike fast food chains, these specialty stores offer a wide variety of flavors, which is part of their appeal. "DE FRITES STAAN HARAJUKU," which opened in March 2025, is one such shop drawing attention.
Seiro Mushi (Steamed Dishes in Bamboo Steamers)
A cooking method where vegetables and meat are steamed in a bamboo steamer. It's simple, photogenic for social media, healthy, and can be enjoyed without guilt, making it especially popular.
Aux Merveilleux de Fred
A specialty shop for "Merveilleux," a traditional pastry from the Flanders region of Belgium. The main store is in France, and in 2020, the first East Asian branch opened in Kagurazaka, Tokyo, attracting much attention. The elegant interior, reminiscent of Paris with its chandeliers and spiral staircase, makes it a popular choice for special occasions like birthdays.
Ice Churros
A dessert where ice cream is sandwiched between churros. The opening of Japan's first ice churros specialty shop, "Gold Chillin’," in Yokohama in June 2025 has made this treat a hot topic.
Sago
A gluten-free dessert ingredient known for its chewy texture. Popular mainly in Southeast Asia, "sago bowls"—where sago is combined with fruit and served in coconut milk or regular milk—are especially trendy.
Macaron Cereal
A cute, internationally popular dessert where mini-sized macarons are served in a bowl like cereal. ASMR videos of people eating macaron cereal are also trending.
Button Cookies
Cookies shaped like buttons. The "buttoncore" trend, which incorporates button motifs into fashion, is also gaining attention.
Trendy & Up-and-Coming Things in 2026: "Items & Experiences" Category
There is a continuing trend of people feeling fatigued by the amount of information and communication, and the tendency to avoid attention from large, unspecified groups—known as "attention detox"—is becoming stronger. As a result, experiences that allow people to temporarily disconnect from digital environments are likely to attract more interest. Additionally, with the rise of craft-based activities and the spread of closed social media platforms, it seems that being able to enjoy things with a small group of friends is becoming an important point.
Magical Girl Community
A community that enjoys the world and fashion themed around magical girls. It is gaining attention for allowing people to incorporate transformation items, like wands that they admired as children, into real life for fun.
Medicine Notebook Community
A new decoration trend derived from the "trading card decoration" (toreka deco) trend popular among fans. People decorate "insurance card and medicine notebook covers" sold at Daiso by inserting photos or acrylic stands of their favorite characters, and embellishing them with rhinestones, ribbons, charms, and more. The fun of decorating has become a hot topic.
Selfie Monitor
A monitor that mirrors your smartphone screen and attaches to the back of your phone. It is popular because it allows you to check your appearance while taking photos with the rear camera, making it easier to take flattering pictures.
Traveling Without a Smartphone
Amid concerns about smartphone addiction and social media fatigue, "traveling without using a smartphone" is gaining attention as a way to reflect on oneself, refresh both mind and body, and deepen face-to-face communication.
yope
A social networking app that allows users to share images and messages within a group of friends or a specific community. It features an AI-powered collage function that automatically creates collages of posted photos on each user's wall, which is a key attraction.
BeReal. Notebook
An album made by printing out photos taken with BeReal. and pasting them into a notebook. The enjoyment of preserving real, everyday moments and the special feeling of creating your own unique memories are making this trend popular.
Original Childhood T-Shirts
Original T-shirts printed with edited designs using childhood photos of yourself, friends, family, or your favorite celebrities. The appeal of creating a one-of-a-kind T-shirt and the popularity of "UTme!"—a service at UNIQLO that lets you make custom T-shirts—are driving this trend.
3D Printer Keychains
Keychains made using a 3D printer. There is a wide variety, such as ones that can hold lip balm or trading cards, or those with built-in mirrors, reflecting each creator's individuality. Videos showing how to make these keychains are also attracting attention.
Italian Charms
Charms originating from Italy. You can combine your favorite parts to create your own original wristwatch or bracelet. People enjoy them in various ways, such as customizing them to their own taste so they don't look like anyone else's, or matching them with friends or partners.
Patchwork T-shirt
Remaking a simple plain T-shirt by attaching fabric to give it a patchwork look. The appeal is that it's an easy way to express your individuality.
Trends in 2026 & What’s Likely to Trend: Fashion & Beauty Category
Although the Y2K (trends and culture from the 2000s) boom has been ongoing for a long time, the themes that are in focus are gradually changing. According to SHIBUYA109 lab., they have been observing these changes and analyze that the Y2K boom in 2025 is shifting from “gyaru” to Heisei girls, becoming “younger.”
In 2026, following on from 2025, styles that incorporate hairstyles and fashion inspired by characters from shoujo manga, or that have elements of “Heisei girls,” are expected to attract attention. Also, items like can badges that let you customize bags and clothes, and cosmetics that look like toys and can also be used as keychains, are likely to become trends.
Shoujo Manga Core
Continuing from the 2025 Trend Awards, fashion inspired by Japanese shoujo manga remains popular. It’s become a hot topic because you can feel like a character from a shoujo manga with Heisei-style fashion.
Idol Costume Cosplay
Wearing idol-style costumes for school festivals or Halloween is gaining attention. The specialty costume shop “Malymoon” is also popular.
Sideways Nail Art
Nail art where you use the size of your thumbnail to draw a character’s face sideways. Since you use the whole nail, it’s become popular for being able to express characters’ facial expressions more richly than with nail parts.
Snowfer
A hybrid shoe that combines sneakers and loafers. They are popular because they offer the comfort and ease of walking of sneakers, while also having the classic and smart look of loafers.
Japanese Sensibility
A term born in Korea, referring to a worldview inspired by Japanese fashion and culture. Characterized by pleated skirts and monotone items, it’s attractive for its girly yet elegant vibe.
Jelly Shoes
Shoes made from plastic materials. Some stores let you choose your favorite charms to create your own original jelly shoes, and the wide variety of colors is also appealing.
Jelly Tint
A lip tint with a bouncy, gummy-like texture. It’s become popular not only for its plump, glossy look, which is a recent trend, but also because its sheer colors are easy to use for everyday wear.
Cowgirl Core
A fashion style inspired by Western and cowgirl motifs. It is enjoyed through outfits such as pairing girly tops with Western boots.
Toy Cosmetics
Cosmetics with toy-like packaging that can actually be used. The "peripera Tok Blush Keycap" can be clicked like a real keyboard, making it fun to play with like a toy, while also being practical as a cosmetic, which has drawn attention.
Can Badges
Attaching can badges of various sizes to bags, clothes, and hats is gaining attention.
They serve as an accent to your outfit and are popular for allowing you to express your own individuality.
Trendy & Up-and-Coming Artists in 2026
Not only groups formed through audition shows, but also idol groups produced by YouTubers and Vtuber idol groups are being mentioned as artists active in various forms.
SWEET STEADY
A seven-member girl group born in 2024 from ASOBISYSTEM's idol project "KAWAII LAB." All members have previous idol experience, so their performances are highly rated and their live popularity is rapidly rising.
Pixel Ribbon
A six-member girl idol group produced by Ena from the YouTuber duo "Mukuena" and Yupeeman from "PKA." Their debut live in March 2025 attracted a lot of attention.
iVy
A Tokyo-based home recording music unit. After releasing their first full album in August 2025, they have started to gain attention through performances at live houses and club events.
Supurea
A male high school idol group belonging to the Vtuber/virtual liver group "NIJISANJI." As the first male high school idol group in "NIJISANJI," they are making headlines.
Dainyojisou
A term formed from the initials of idols Dai Miyauka, Rai Zennyōji, and Sou Yamagishi, who belong to STARTO ENTERTAINMENT. Their TikTok videos have become a hot topic.
Hearts2Hearts
An eight-member girl group that debuted in February 2025. They are drawing attention as the first girl group in five years to debut from major Korean agency SM Entertainment since the popular group 'aespa.'
ALPHA DRIVE ONE
A multinational boy group formed by the top eight members of the audition show "BOYS II PLANET." Their first pre-debut performance at the largest K-POP music awards show "MAMA" has also become a talking point.
CORTIS
A five-member boy group that debuted in August 2025 from BIGHIT MUSIC, home to BTS and TOMORROW X TOGETHER. All five members are involved in the creative process as co-producers, which is a unique feature.
muque
A four-member rock band based in Fukuoka. Their song "The 1," released this year, has gained attention as a tie-in song for the anime "ONE PIECE."
XLOV
A four-member multinational boy group that debuted in 2025. Many members have experience appearing on idol audition shows, and they are also drawing attention for being the first in Korea to adopt a genderless theme.
Trendy & Up-and-Coming People in 2026
When it comes to influencers active on social media, there is a growing demand for a sense of closeness, so many influencers are from the same generation as their followers.
In addition, influencers who have close relationships, such as family, best friends, or couples, and who feel familiar and intimate, are likely to become popular.
Tamaki Shiratori
Actor. He has appeared in dramas such as "What Will You Do, Ieyasu?" and "My Favorite Flower," and his acting skills have been highly praised.
Koki Yamashita
Actor/Artist. He gained attention for his role in the live-action adaptation of the popular shoujo manga "Strobe Edge," and for landing his first lead role in a TV drama with "Propaganda Game."
Jun Saito
Actor. He has appeared in many popular works, including the film "Let's Go Karaoke!" and the drama "Chihayafuru -Meguri-," attracting a lot of attention.
Shiho
Ayaya Nakamachi, a YouTuber, introduced her on YouTube as "a cute girl I found on social media," which made her a hot topic. Her TikTok comment section is filled with questions about her clothes and makeup, and she is rapidly gaining popularity as a next-generation role model.
Nozomi Yamamoto
Talent and model. She announced that she would graduate from NMB48 in July 2025 and focus on modeling and acting, which became a topic of conversation.
2nds
A trio of YouTubers who post many videos chatting while eating or strolling around town. Their natural chemistry, as seen in their everyday moments, and their witty banter are part of their appeal. Each of the three has a different fashion style, but their sense of style always draws attention.
Hayato and Moka-chan.
A couple who stream on TikTok and YouTube. Videos featuring Hayato's humorous and kind words to Moka-chan, and Moka-chan's unique laughter, have become popular as an ideal couple.
Mitsugo no Tamago
Creators who are fraternal triplets. Not only is their YouTube channel popular, but the way they take photos and share trends on their individual accounts often becomes a hot topic.
Yonwoo
A brother-sister influencer duo who post mukbang videos. Their videos always start with the phrase "I made everything myself," and the sister's impressive cooking skills and the brother's hearty appetite have been a talking point. However, it was announced that in autumn 2025, Yonwoo (the brother) will focus on his studies and club activities, so from now on, Minzon (the sister) will be the main face of the channel.
Miru and 365 Days
A YouTuber who mainly posts videos about making sweets and vlogs. Her cute desserts and busy lifestyle, juggling four different businesses, have attracted attention.
2026 Trends & Upcoming Trends: "Character Category"
As character popularity is expected to remain high in 2025, a new "Character Category" has been added to the trend forecast. Many characters evoke nostalgia for the Heisei era, or feature white as a base color to match various worlds and fashion styles.
Korasho
A character inspired by a school backpack, featured in the correspondence education service "Shinken Zemi Elementary Course." Korasho's images became a meme on social media, making the character a hot topic.
Sgt. Keroro
A manga and anime series featuring the alien Keroro as the main character, which began serialization in 1999. A movie adaptation is planned for summer 2026, and pop-up stores are currently being held across Japan.
Fuwakyun
A white dog character created by the artist Chimumu. Plush toys and capsule toys have been released, drawing a lot of attention.
Josemaru
A character based on a baby Bichon Frise. The character is popular for its relatable attitude toward work, as it works five days a week and pays its own rent and utilities.
mojojojo
A plush toy and goods brand created by plush artist Ayumi Ozaki. The brand gained popularity after the release of capsule toy keychains in 2024, and collaborations with prize games and apparel brands have also become a hot topic.
snackanimals
A character created by moom. Its unique low-polygon, angular design has been generating buzz, especially on social media.
Pomeranian Mochi
A character by illustrator and artist mal, depicting a creature somewhere between a dog, mochi, and a human. The adorable illustrations posted on social media, as well as capsule toys and prize items, have frequently become topics of conversation.
NOMMI
A popular figure series sold by the Chinese collectible toy brand "TOPTOY." As more influencers post unboxing videos of blind boxes, it is gradually attracting more attention.
Kirarin Revolution
A manga serialized in the 2000s in the magazine "Ciao," featuring a middle school girl aiming to become an idol. In 2025, goods such as acrylic stands and pin badges were released, sparking conversation as they evoke memories of the Heisei era.
Megane Gyoza (Angyeong Mandu)
A dumpling character with red glasses created by Korean artist 49.
Its surreal world and retro pixel-style illustrations are appealing, making it especially popular among fans of Korean culture.
Focus on Consumption That Enables "Attention Detox." The Key Words Are "Concentration and Introspection"
In 2026, there is growing attention on consumption trends that allow people to temporarily step away from the gaze of the masses, leading to an "attention detox." In recent years, there has been a noticeable sense of fatigue from communication and the sheer volume of information on social media. This trend forecast also saw many nominations for experiences enjoyed in small groups and offline, indicating a growing movement to avoid excessive attention and connections with large numbers of people.
Additionally, experiences that allow people to physically distance themselves from their smartphones, as well as the rising popularity of Heisei-era girls' content that evokes memories of childhood before social media, are becoming more prominent each year. Therefore, in 2026, it is predicted that more people will seek offline experiences that allow them to temporarily disconnect from their smartphones, providing time for focus and introspection that cannot be achieved on a smartphone, and helping to relieve fatigue.
What Is the "SHIBUYA109 lab. Trend Forecast"?
This is an annual forecast, announced since 2018, predicting next year's trends among people around the age of 20.
Nominations are selected based on the results of "trend forecast meetings" held with people around 20 and monthly surveys conducted inside the SHIBUYA109 Shibuya store. After that, a multiple-choice survey is conducted to pick up the top items.
By analyzing the trend forecast, we also examine future consumption tendencies, gaining a unique perspective on what young people living in the present feel and how they act in this era.
In last year's "SHIBUYA109 lab. Trend Forecast 2025," predictions included "Dubai Chocolate," "Nuikatsu" (plushie activities), "Ear Acupressure Jewelry & Body Jewelry," and "Wired Earphones," many of which were also nominated in the "SHIBUYA109 lab. Trend Awards 2025," a ranking of trends chosen by Generation Z. This year's "SHIBUYA109 lab. Trend Forecast 2026" predicts trends in six categories, including a newly established character category.
Survey Overview
- Survey method: Online questionnaire
- Survey period: October to November 2025
Survey target: Women around 20 years old (ages 15–24) - Valid responses: n = 401
- Survey conducted and analyzed by: SHIBUYA109 lab. (Operated by SHIBUYA109 Entertainment Co., Ltd.)
- *Regarding the selection of nominated candidates
In October 2025, a trend forecast meeting was held, and discussions on nomination candidates for each category were conducted at SHIBUYA109 lab. together with about 10 high school and university students belonging to SHIBUYA109 lab.'s unique network "SHIBUYA109 lab.MATE." Other candidates were selected based on the results of monthly in-store trend surveys. After that, a multiple-choice survey was conducted. - Information provided by: SHIBUYA109 Entertainment (SHIBUYA109 lab. research)
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