Unveiling the Trends of Social Media Usage Among Gen Z in Japan
How does Gen Z in Japan really use social media? Explore why authenticity, “emoi,” multiple accounts, time-saving content, and apps like X, TikTok, BeReal, and Gravity shape digital behavior.
Why Are Young People Leaving Their Cars? Strategies to Win Back Their Hearts and Minds
Why are young people in Japan turning away from car ownership? Explore how cost, urban living, car sharing, and shifting values are changing mobility—and what automakers can do next.
The Deeper Side of Japan’s Gen Z: A Generation That Loves Emotionalism?–An Introduction to “Emoi”
What does “emoi” reveal about Japan’s Gen Z? Explore emotional consumption, oshikatsu, empathy-driven behavior, and the four conditions that make products and experiences resonate.