#Japan #Gen Z Trends #Minato, Tokyo #Young People's Institute #Weiden Haus

Young People's Research Institute on ABC TV

The Young People's Research Institute, a consulting firm operated by Weiden Haus, has recently been highlighted in the popular ABC TV program, 'Is This Just a Side Note?'. This recognition reflects the growing importance of understanding the dynamics and trends within the Gen Z population.

Overview of the Show

On October 15, 2025, the show featured our series titled 'Misconceptions and Realities of Generation Z: A Close Ethnographic Experience'. The episode addressed an article written by our representative, Kento Ishizaki, that dives into the latest trend among youth called 'Newtro' and its connection to the Heisei era appreciation by Gen Z.

The discussion was lively, featuring the show's host, Kamaitachi, alongside guests such as Shinji Takeda, Yoshito Nishino from Korokoro Chikichiki Peppers, and Macho Aoki from Kakeochi, as well as Oideyasu Oda. They delved into the article's content, exploring how the Heisei culture resonates with today's youth and the intriguing phenomenon of 'Newtro'.

Highlights from the Episode

During the segment focusing on 'Enjoying Heisei: What is the Newtro Trend among Gen Z?', Takeda shared exclusive and entertaining anecdotes from his experiences on the popular show 'Mecha Mecha Iketeru'. These stories included the truth behind certain comedic skits, memorable moments from filming in Saipan, and surprising reactions from fellow performers.

Ethnographic Insights into Gen Z

The Young People's Research Institute specializes in ethnographic research targeted at harnessing deep insights into the actions and values of Gen Z, who are inherently digital natives. By analyzing the backdrop of their unique values and societal impact, we continuously support businesses in crafting marketing strategies relevant to this influential demographic.

As we move forward, our mission is to investigate the trends among young people thoroughly and contribute to the sustainable growth of client companies while promoting intergenerational understanding in society.

About Our Research Initiative

The series, 'Misconceptions and Realities of Generation Z: A Close Ethnographic Experience', stems from the collaborative efforts at the Young People's Research Institute, where students engage directly with their generational experiences. This initiative, led by Kento Ishizaki, aims to explore and analyze the realities that characterize their generation through personal stories and insights. Topics such as diminishing workplace marriages, trends in social drinking, and the emerging alternatives to traditional smoking habits are just aspects of what we're uncovering through this research.

Our Commitment to Insightful Research

The Young People's Research Institute is a think tank made up of high school and university students. Each month, it produces research reports that investigate the thinking, values, and behavioral trends among Generation Z. Taro Mikami, a director at Weiden Haus, oversees the institute, with Kento Ishizaki also actively serving as a researcher.

About Weiden Haus

Weiden Haus is a consulting firm specializing in brand marketing. Our strategic insight, backed by years of consumer research, supports major brands across diverse sectors, including technology and luxury markets, in their growth ambitions. With offices in Tokyo, Singapore, New Delhi, San Francisco, and Frankfurt, we have advised over 20 global brands within the Best Global BrandsⓇ portfolio.