[TNC Co., Ltd.]
What Japanese culture will Asia’s Generation Z recommend this summer? TNC Asia Trend Lab announces “5 Japanese Cultures that Generation Z in Asia are Attention to”!
*TNC Co., Ltd.*
Press release: August 26, 2024
**
What Japanese culture will Asia’s Generation Z recommend this summer? TNC Asia Trend Lab announces “5 Japanese Cultures that Generation Z in Asia are Attention to”!
*Announcing 5 popular Japanese culture, music, anime, games, celebrities, and food in Asia! *
“TNC Asia Trend Lab” operated by TNC Co., Ltd. (https://tnc-trend.jp/ ), we conducted interviews and fact-finding with Gen Z regarding the Japanese culture of “I’m going crazy now! I’m going crazy now!” in five Asian regions: South Korea, China, Taiwan, Thailand, and Indonesia.
By catching up on the Japanese culture that Asian Generation Z, who are highly trend-sensitive, are currently paying attention to, we aim to explore the presence of Japanese culture and the values of Generation Z in Asia and in each country.
A document summarizing the survey results can be downloaded below.
https://prtimes.jp/a/?f=d2177-40-779c9e88d9e818b1c811a362a487d0de.pdf * ■5 selections of “Japanese culture” that attracts attention from Generation Z in Asia*
* [Music] YOASOBI/Fujii Kaze/King Gnu/Sheep Literature*
YOASOBI was selected in the overall ranking of Asian countries. Indonesia was the only country selected, but this was not selected because it was already popular in Taiwan and Thailand. I chose him because he is currently the most influential Japanese artist in Asia. While YOASOBI is overwhelmingly popular, in Thailand Fujii Kaze is inspired by SNS such as TikTok, and in Taiwan, King
Gnu and sheep literature are gaining attention.
* [Anime] Chiikawa/Haikyuu!!*
Anime is clearly divided into two parts: East Asia and Southeast Asia, so we chose “Chiikawa” and “Haikyu!!”.
“Chiikawa” has become explosively popular in South Korea and Taiwan. You can see their affinity for Japanese entertainment and their fascination with “Kawaii.”
“Haikyu!!” was selected in Thailand and Indonesia. Many people in both countries place “friendship” as a key point, and although the two countries have different major religions, there are common points that touch Generation Z. Another common feature is that more and more people are becoming interested in Japan’s men’s volleyball team through this anime.
* [Game] Project Sekai Colorful Stage! feat. Hatsune Miku*
Selected in three countries: China, Thailand, and Indonesia. With the popularity of China’s first games such as “Genshin” increasing, “Project Sekai Colorful Stage! feat.
Hatsune Miku” is supported by people of all ages, from children to adults. Furthermore, many people recognized “Genshin” as a Japanese game.
* [Celebrity] Japan men’s volleyball team*
Japan’s men’s volleyball team will be selected in Thailand and Indonesia, similar to “Haikyu!!”. Their popularity in both countries is on par with that of idols, and the number of fans who support their favorite players on social media is rapidly increasing. It seems that he feels “Real Haikyuu!!” for the Japan men’s volleyball team.
* [Food] Sweets*
Japanese food is popular in Asian countries. There are many things that are attracting attention, but sweets are commonly popular. In addition to ice cream and parfaits, many people like Japanese sweets and sweets. There is also a tendency for people to discover and pay attention to “undiscovered sweets” that have not yet arrived in their countries through SNS.
* Here we will introduce five selections from each country and some selected topics. *
*For details on each country, please check the “Survey Report” material. *
* ■5 selections of “Japanese culture” that are attracting attention from South Korean Generation Z*
* [Music] Blue Coral Reef/Japanese music from the 80s to 90s * At the performance held at Tokyo Dome in June 2024 and the music program in July, New
Jeans’ HANNI wears Seiko Matsuda’s “Blue Coral Reef,” and HYEIN wears Mariya Takeuchi’s “PLASTIC.”
LOVE”, a famous Japanese song from the 1980s, which received a great response in Korea as well.
* [Anime] Chiikawa *
“Chiikawa” is rapidly growing in popularity in South Korea, where Sanrio is popular. A wide variety of character goods such as pen cases, stamps, stickers, and key chains are on sale, and the pop-up store is also thriving, with people saying it’s “relaxing and cute.” Korea-limited goods are also becoming a hot topic.
* ■5 selections of “Japanese culture” that attracts attention from Chinese Gen Z*
* [Music] Music of 90s artists*
A city pop boom broke out in China in 2021, and Generation Z started paying attention to Japanese music. Since then, I’ve started to take an interest in artists from the 90s, when J-Pop was at its peak, saying, “I want to listen to the music that my parents’ generation (born in the 70s and 80s) liked.”
Hikaru Utada in particular has received high praise, saying, “All of his albums are very good.I think he’s a genius.” In recent years, “FUJI ROCK” has become popular among young music lovers.
FESTIVAL”. The number of Chinese visitors will increase from 2023 onwards. Live streaming is also popular in China, and there are many cases where people become interested in the artists they see on live streaming, with artists such as Yuta Orisaka, Tabito Nanao, Bungaku Yo, Shintaro Sakamoto, and Keiichi Sogabe attracting attention.
* [Game] Project Sekai Colorful Stage! feat. Hatsune Miku*
The Chinese version of “Hatsune Mirai: Transgression Stage” (Project Sekai Colorful Stage! feat.
Hatsune Miku) was a big hit. Hatsune Miku has been extremely popular since holding her first live performance in China in 2012, and during her tour held in Beijing, Shanghai, and Guangzhou in July 2024, the live streaming audience reached 83.04 million people. The game is popular with both men and women, with comments such as “You can choose your own character from a large selection of characters, and play with your friends.There are many songs and the difficulty level is well-balanced.” Many elementary and junior high school students can be seen carrying Hatsune Miku goods.
* ■5 selections of “Japanese culture” that Taiwanese Generation Z is interested in*
* [Music] King Gnu/Sheep Literature*
King featured in the opening of the popular anime “Jujutsu Kaisen” and “Shibuya Jihen”
Gnu’s “SPECIALZ” became popular as a “brainwashing melody” and became popular. They became well-known beyond music fans when they announced that they would donate all the proceeds from their concerts held in Taiwan on April 6th and 7th to support the Hualien earthquake that occurred on April 3rd.
In the ending, “more than
The attention of sheep literature, in which “words” is featured, is also increasing. Their live performance in Taiwan on April 4th, the day after the earthquake, also became a hot topic. “Burning” was selected as the ending song for the second season of “Oshi no Ko”, which is currently being aired, and it is cultivating new fans, with some saying, “I’ve started listening to it on YouTube.”
* [Anime] Chiikawa/[Oshinoko]*
In Taiwan, which is said to adopt Japanese trends faster than any other country, the popular Japanese character “Chiikawa” is experiencing a boom. It attracts not only children and women, but also Gen Z men, who say, “I can relate to scenes from my own life.” The Japanese version of the anime that is updated on YouTube will be immediately translated into Chinese and published on the fan page. “Oshi no Ko” was highly recommended by anime fans. “The story is more than just an idol anime, and now that the second season has begun, anime fans are excited online,” said the series, which has received support from a different demographic than Chikawa. It was widely reported online that tickets for YOASOBI’s live performance in January, which was used as the theme song, sold out within seconds. * ■5 selections of “Japanese culture” that are attracting attention from Thai Generation Z*
* [Music] Fujii Kaze*
From around 2022, Fujii’s “Die ga Iiwa” became a trend on TikTok and Instagram in Thailand, with people saying, “The atmosphere of the song is really good.” Fujii Kaze became popular among Generation Z, who said, “Both the song and the person are cool, I love them!” and “I was drawn in even more when I learned the meaning of the lyrics.” Many ardent fans, “Kazetarians,” were born.
* [Anime] Haikyu!!*
“Haikyu!!”, which is watched on video distribution services such as Netflix, is very popular in Thailand. Volleyball is a familiar sport in Thailand, and the realistic practice scenes and plays depicted in “Haikyuu!!” have won hearts, with people saying, “I like that I can feel the members working hard and I can cheer them on.” . It also seems to have inspired her to start playing volleyball, saying, “The movement of my body has become a reference for my play, and practice has become more fun.”
* ■5 selections of “Japanese culture” that attracts attention from Gen Z in Indonesia*
* [Music] YOASOBI *
YOASOBI’s “Yoru ni Kakeru” is very popular in Indonesia as well, with people saying, “It’s a love song with a unique tempo and unusual content that feels new.”
Tickets for the concert held in Jakarta in January 2024 sold out instantly. On the day of the concert, fans flocked not only from local cities in Indonesia but also from neighboring countries such as Singapore, causing heavy traffic jams in the streets of Jakarta and paralyzing traffic near the venue. Indonesians love music and have a habit of listening to old hit songs regardless of era or generation, so it is thought that YOASOBI’s popularity will continue for a long time.
* [Celebrity] Japan Men’s Volleyball National Team/Ai Takahashi* Due to the popularity of the anime “Haikyu!!”, more and more people are becoming interested in Japan’s men’s volleyball team. Volleyball is a sport that has little recognition in Indonesia, and there are only limited opportunities to watch it on TV. However, she said, “I started researching Japanese athletes after watching “Haikyuu!!,” and I came to like Ai Takahashi.I also watch the games, and I look forward to watching the broadcasts and results of international competitions such as the Olympics. The number of fans who do so has increased rapidly. Ai Takahashi, whose face has a slightly Western feel, is popular among Indonesian women.
* Materials summarizing the details of the survey results can be downloaded below. *
https://prtimes.jp/a/?f=d2177-40-b72d72c425b4c0ccdb50186d93c6b958.pdf
* ■Survey overview*
Research method: TNC Asia Trend Lab, interviews with local Generation Z, qualitative research by lifestyle researchers
Survey period: July to August 2024
Survey target: Generation Z, who are sensitive to cultural trends and live in major cities around the world.
Survey implementation agency: TNC Co., Ltd. (https://www.tenace.co.jp/)
* ■TNC Co., Ltd.*
We launched the “TNC Asia Trend Lab” in August 2015, which regularly conducts group interviews and research with local board members made up of highly sensitive people from each country, and disseminates and analyzes information on our website. In addition, we are a company that conducts overseas research, marketing, and PR operations centered on “Lifestyle Researchers,” a network of 600 Japanese women living in 100 regions in 70 countries.
A Japanese woman who is familiar with the local area uncovers the culture and the hidden meaning behind numbers, which can only be understood by living in a country for a long time, inbound people who search for innovative things and things that Japanese people do not yet know, and Japanese companies when they expand into the country. We provide a wide range of services, including basic research outbounds, reports on the lifestyle and habits of local people, searching for hints overseas, and market reports. We also attend inspections based on reports.
* ■Contact information*
TNC Co., Ltd. TNC Asia Trend Lab Editorial Department Kinoshita, Okawa, Kamikihara
Contact form: https://tnc-trend.jp/contact/
TEL:03-6280-7193 FAX:03-6280-7194