#Japan #Tokyo #Shibuya109 #Youth Culture #Men's Trends

SHIBUYA109 Lab Men's Trend Awards 2025

The SHIBUYA109 Entertainment Corporation, based in Shibuya, Tokyo, under the leadership of CEO Ayumi Ishikawa, has released the results of their 2025 Men's Trend Survey conducted by their youth marketing division, SHIBUYA109 Lab. This survey targeted 646 young men aged 15 to 24. Additionally, insights derived from the trend nominations for the "2025 Men's Trend Awards" were analyzed in collaboration with two other companies: Mandom Corporation from Osaka and Coordimate Corporation from Shibuya, Tokyo.

This year's award categories include Cafe & Gourmet, People, Artist, Content, SNS Meme, Fashion, and Experience. The nomination process involved a panel of 11 college students from the SHIBUYA109 Lab MATE program, who actively selected and decided the nominees through a trend conference.

Highlights of the SHIBUYA109 Lab Men's Trend Awards 2025

Cafe & Gourmet Category

Spicy yet healthy foods, particularly Asian cuisines such as mala soup and hot pot, continue to attract attention. The popular ramen shop Miso Kin, co-created by YouTube star HIKAKIN, opened for a limited time at Tokyo Station and quickly sold out its initial reservation slots. Other notable mentions in this category include:
1. Mochyu-Rin - A graphic 55th-anniversary treat from Mister Donut with a novel "mochi" texture that went viral on social media.
2. Dubai Chocolate - A delightful dessert made of pistachio paste and thin noodles, attracting interest through ASMR videos showcasing its unique crunch.

People Category

The focus shifted this year from motivational influencers to those sharing personal struggles and humor. The top rankings include:
1. MON7A, a standout from a popular dating reality show, capturing hearts with her engaging social media presence.
2. Akira, whose relatable TikTok videos about everyday life resonate well with the audience.
3. Baito No Nichijou, a YouTube group known for their relatable takes on life as part-timers.

Artist Category

Social media remains a powerful platform for artists, with many idol groups gaining prominence through TikTok-driven trends. The favorites are:
1. CUTIE STREET, whose debut single garnered significant traction across platforms.
2. CANDY TUNE, known for their viral dance challenges based on their catchy tracks.
3. Chō Tokimeki Sendenbu, celebrated for their engaging songs resonating with fans.

Content Category

Content reflecting horror and sci-fi genres gained immense popularity, with standout entries like:
1. Nintendo Switch 2, creating waves with its innovative gameplay.
2. '8番出口', a film based on a popular video game that captivated audiences with its suspense and narrative.
3. 'Kokuhō', depicting diverse stories intertwined with the Kabuki world, sparking discussion on social media.

SNS Meme Category

AI-generated memes invaded the scene, where lighter, self-deprecating humor emerged as a central theme. Top memes included:
1. エｯﾎｴｯﾎ, a meme based on an adorable owl photo that captured widespread affection online.
2. 今これ界隈, marrying traditional dance with modern slang demonstrated a unique fusion trend.
3. Memes depicting AI YouTubers discussed their absurd, fictional scenarios on various platforms.

Fashion Category

Fashion trends leaned towards well-fitted tops paired with voluminous bottoms, emphasizing a striking silhouette. Influential items included:
1. Wired Earphones, now a fashion statement as much as a tech accessory.
2. Wolf Haircuts, popularized by celebrities, showcasing versatility in style.
3. Baggy Denim, allowing for comfortable yet trendy outfits that appeal to young men.

Experience Category

Experiential trends displayed a preference for meaningful engagements rather than casual outings. Highlights include:
1. Osaka-Kansai Expo, hailed for its global showcase of culture and technology.
2. Pokémon Trading Card Game Pocket, a digital experience elevating the classic card game format.
3. Design A Exhibit Neo, bringing an interactive element to a popular TV program through engaging displays.

Insights from the SHIBUYA109 Lab and Future Outlook

The SHIBUYA109 Lab has completed its third year of the Men's Trend Awards, signifying a clear evolution in the consumer mindset among young males. Over the years, both fashion standards and self-image perceptions have diversified. Interestingly, when queried about their ideal self-image, more young men leaned towards emphasizing internal rather than external traits. The trend signifies a growing desire for self-improvement beyond mere appearance, reflecting a shift in focus toward deeper personal attributes.

SHIBUYA109 Lab Director Mai Osada notes that this trend accompanies a broader move towards refreshment-seeking behaviors and the pursuit of positive mental states through music and influencer content. The findings imply a future where internal enrichment mirrors outward stylistic expressions, marking a progressive horizon for consumer trends among younger generations.

Stay tuned as we foresee that these emerging trends continue to shape the landscape of youth culture in the upcoming years!