SHIBUYA109 Girls' Choice SHIBUYA109 lab. Trend Award 2021

This year there are 8 divisions: "People Division", "Artist Division", "Content Division", "Cosmetics / Skin Care Division", "Fashion Division", "Café / Gourmet Division", "Experience Division", and "Wotakatsu Division". We have decided on the grand prize. About the list of nominations, we have selected 13 high school and university students. ≪SHIBUYA109 lab. Trend Award 2021 Topics≫

[Human Division] "Good morning" "Good morning" - People who have "a format that everyone can imitate" in common

Influencers who publish videos have become popular as the focus on video content has increased further this year. Familiar existences that give a sense of familiarity tend to capture the hearts of Generation Z, but this year's ranking is characterized by those who have created a format that everyone can imitate. 1st place comdot A group of 5 influencers who are active under the slogan of "bringing local vibes to the whole country". It is attractive that they are active among local friends, and not only can you feel a sense of closeness due to their closeness, but there are also elements that make you want to support them by setting goals such as the number of channel subscribers. Following their example, there were many Generation Z members who started streaming videos with multiple friends. 2nd Place Aya Nakamachi (Nakamachi Siblings) An influencer who is also active as a sibling with her older brother Nakamachi JP, who has a charm of exposing everything in her videos. The word "Goodbye (meaning: sorry)" she used in the video became a hot topic, and many Generation Z people shot videos with hand gestures. 3rd Place: Toa (our 3 sisters) An influencer whose videos of her chatting while wearing makeup are popular. The word “good morning de yansu” became a trend and was often used in the daily lives of Generation Z. Recently, the word "kima Z", which is used by fathers when they feel awkward, has become a trend, and the catchy sense of the word is attractive. [Artist Category] Features are songs that color the nuances of everyday life

The list of nominations includes a wide range of artists, including Japanese music, idols, and K-POP, but many artists who have been used as insert songs for videos posted on SNS such as TikTok were ranked. The common point is that the songs are songs that color the nuances in the daily life of Generation Z, and are used when sharing moods through SNS. 1st Place: Yuri A singer-songwriter whose street live video became a hot topic on TikTok. Sad love songs such as "Hide and Seek" and "Dried Flower" became a trend. 2nd Place Ado A singer born in 2002. The major debut song "Usseewa" became a hot topic as many generation Z and influencers covered it as "I tried singing". 3rd place: Vaundy A singer-songwriter who is characterized by genreless songs. Songs such as "Tokyo Flash", "Shiwaawase", and "napori" that make you feel "emo" are popular. [Content category] Widely popular from the core layer to the light layer Spread with a mechanism that can be enjoyed even if you do not watch the content

Of course, the content itself is popular, but the common point is that the lines and songs inserted in the play were cut out and enjoyed by people who did not know the content in detail. 1st place: Tokyo Manji Revengers Not only did the anime and live-action movies become popular, but the lines of the characters in the works, "Is there a guy who's hiyor? Hey, isn't there!?" became a trend. , It was often used in TikTok while being arranged. 2nd Place: I fell in love like a bouquet A love story starring Kasumi Arimura and Masaki Suda. The movie's inspirational song, Awesome City Club's "Forgetfulness," is also popular. 3rd Place: Jujutsu Kaisen Although it has a dark world view centered on "curses", there are many characters with strong personalities, and you can enjoy comical elements. It is also attractive that the real world such as Shibuya and Kyoto is set as a stage. The sound source, which incorporates the line "I'm tired Samantha" used by the character appearing in the work, has also become popular mainly on TikTok. [Cosmetics and skincare division] Distribution of beauty investment corresponding to mask makeup-focus on "hair care" and "eye makeup"

Since last year, awareness of self-improvement has continued to increase, and the number of generation Z who spends time and money is increasing, so it is characterized by high interest in care beauty, mainly skin care. This year as well, many items used for eye makeup, hair care, etc., which are visible to people, ranked in because the mask has become a daily routine.

1st Place: NATURE REPUBLIC Soothing & Moisture Aloe Vera 92% Soothing GelMany people are worried about rough skin caused by masks, and there are voices saying that they want to not only cover it with makeup, but also clean the underlying skin. I was asked a lot. This product is used for skin care purposes such as moisturizing, and has become a hot topic for its large capacity, low price, and good cost performance.

2nd place: fino premium touch penetrating serum hair oilBecause the hair mask from the same brand was originally very popular, the hair oil that was released later became a hot topic and was sold out for a while. The condition continued, and it was a phantom item that was hard to get. It is thought that the high level of trust in existing products is the reason for Gen Z's consumption value of not wanting to fail.

3rd Place: CEZANNE draw double eyelinerThis item is used for eye makeup, which is a key point in mask makeup, and can be used to emphasize double lines and draw tear bags. is utilized in Eye bags have become an indispensable part of makeup for Generation Z, and comparison images of Ali and Nasi with eye bags are also attracting attention on SNS.

[Fashion Division] Get motivated for one outing! Add 1 quirk and enjoy a differentiated outfit

In 2021, the frequency of going out has decreased, and the spirit of fashion for one outing has increased. There were many Generation Z who enjoy fashion that creates eye-catching points in simple outfits.

1st place colored pantsColored pants that have become a trend for all genders. A variety of colors were enjoyed, but green was especially popular. 2nd Place: Tasuki Corde With the trend of simple outfits such as matching the whole body in similar colors, it is incorporated to add an accent. 3rd place tiered dress Especially the mini-length tiered dress has become a trend. The voluminous design can also cover your body shape, and more and more generation Zs enjoy pairing it with the trendy thick-soled long boots in autumn and winter.

[Cafe/Gourmet Division] The common point is "immoral feeling" Enjoy the volume and high calorie feeling!

Since the corona sickness has reduced eating out, many foods that can be enjoyed at home were listed. Continuing from last year, voluminous appearance and high-calorie food are attracting attention. 1st Place: Maritozzo Maritozzo has become a trend among a wide range of generations, not only in cafes but also in convenience stores. Following the fruit sandwich that became a trend last year, the volume appearance is attractive. 2nd Place Earth GummiesEarth-shaped gummies that became a hot topic on TikTok after an influencer ate them. There were many generation Z who imitated the video of chewing and opening the package. 3rd Place: Biting Butter Ice Cream With butter mochi and bean paste butter sandwiches becoming a trend for butter flavor, it became a hot topic because you could experience the immoral feeling of biting whole butter. In addition to this product, many products such as gummies and beverages that can be purchased at convenience stores have become a hot topic this year. Since eating out was restricted, it is thought that attention was focused on “entertainment food*” that can be enjoyed casually at convenience stores. *Entertainment food refers to “meals for enjoyment” such as cafes and sweets, not meals for everyday life.

[Experience Category] Enjoy in a small group with close friends. Emphasis on experiences with a clear view of the world.

While it is difficult to travel long distances, it has become popular to enjoy experiences in small groups with close friends. In addition, the focus is on experiences with a clear view of the world and concept of the space, and the trend is for experiences that allow you to enjoy a retro atmosphere. 1st Place Starbucks Tour by Prefecture Starbucks 47 JIMOTO Frappuccino from June to August. Local Frappuccinos were released in each prefecture, and many people were out enjoying Frappuccinos from each region while avoiding crowds while driving. Even before the launch, generation Z posted on SNS, such as "This is my local Frappuccino!" 2nd Place: Oshapic/Umipic Enjoyed the experience in an open-air environment that avoids crowds. This year, “Umi Piku,” which involves having a picnic by the sea, was a particular trend. there was. 3rd Place: Hotel Women's Association / HokansuThe number of conceptual hotels that can be enjoyed at reasonable prices in the suburbs of Tokyo has increased, and there were many Generation Z who stayed with their close friends and enjoyed otaku activities and birthday parties. . It can be seen that they place importance on the spatial concept of the hotel and decide where to stay after checking on SNS what kind of photos they can take.

[Wotakatsu Division] Creative wotakatsu is all the rage! Handmade otaku activities are becoming mainstream

Wota-katsu is enjoyed by many of Generation Z, but as there are still few opportunities to meet their favorites in person, “creative wota-katsu”, which is enjoyed by hand, has become mainstream. Posting on SNS not only keeps you connected with your otaku, but also creates opportunities for communication with your otaku friends. 1st Place Oshi Glass A glass made by pasting a clear tape with the name of the Oshi on a transparent cup. There are many cases where you can enjoy it together with the trend of this year, such as "Ouchi Izakaya". In addition to glasses, there were many creative goods using clear tape, such as pushing umbrellas and pushing goggles. 2nd Place Saengil Cake "Saengil" means birthday in Korean, and it is prepared to celebrate your favorite's birthday or anniversary. It was originally a culture enjoyed by K-POP otaku, but now it is diverted to a wide range of otaku activities regardless of genre. There are various ways to enjoy it, such as custom-made or handmade, but this year, the “tiara cake” with a tiara on top of the cake has also become a trend. 3rd place Visiting cafes with my favorite When I go to a cafe, I bring my favorite Axta (acrylic stand) and other goods, and enjoy taking pictures. This year, not only cafes but also Nunkatsu (afternoon tea activities) have become a place for wotakatsu, and cafes and Nunkatsu are tools for creating time with your favorites.

SHIBUYA109 lab. The common point is "high reproducibility" rather than "originality"-How to enjoy the trends of Generation Z in 2021

The common point of 2021 trends for Generation Z is “reproducibility” rather than originality. Their trend is always SNS, but they emphasize that there is a format that anyone can easily imitate and enjoy. As this format is copied and spread to more Gen Z, it becomes a big trend. This can be said to be the birth of a trend unique to Generation Z, which places emphasis on actions that create communication with friends on SNS. Now that SNS is always the leader in trends, when approaching Generation Z as a company, it is necessary to switch to an attitude of participating in their world, rather than providing original things. . ■Survey overviewSurvey method: WEB questionnaire / “SHIBUYA109 Girls Survey” Survey period: October 2021 Survey target: around20 (ages 15 to 24) Number of valid female responses: N= 545 survey implementation and analysis: SHIBUYA109 lab. (Management: SHIBUYA109 Entertainment Co., Ltd.) selected. After that, a selective questionnaire was conducted. ■SHIBUYA109 lab. OverviewYouth marketing research institute specializing in the new generation operated by SHIBUYA109 Entertainment Co., Ltd. Focusing on SHIBUYA109's target "around 20 (15 to 24 years old)", we investigate their actual conditions and analyze them from SHIBUYA109's own perspective. Established: May 17, 2018 Director: Mai Nagata (affiliated with SHIBUYA109 Entertainment Co., Ltd.) Website: https://shibuya109lab.jp SHIBUYA109 lab. Joined SHIBUYA109 Entertainment Co., Ltd. in 2017 after research and PR support for product development, branding, and target setting, mainly for cosmetics, food, and toy manufacturers. As SHIBUYA109 marketing manager, he launched the marketing department, and in May 2018, established a youth research institute "SHIBUYA109 lab." Currently, she spends her days in contact with 200 “around 20” (ages 15-24) every month. ■Overview of SHIBUYA109 Entertainment Co., Ltd.Four facilities centered on the SHIBUYA109 Shibuya store (Shibuya-ku, Tokyo). Under the corporate philosophy of "Making You SHINE! - Brightening the present of the new generation and fulfilling their dreams and wishes -" Develop entertainment business that does not stop at Established: April 3, 2017 Representative Director: Ayumi Ishikawa Website: https://www.shibuya109.co.jp/ *When quoting or reprinting public data, please specify "SHIBUYA109 lab. research" Thank you. SHIBUYA109 lab./https://shibuya109lab.jp * Company names, product names, service names, etc. described in this release are trademarks or registered trademarks of each company.