Intense flavors, internet slang and squeezable toys are among the trends gaining popularity with young Japanese women, according to a survey released Tuesday that points to a growing contrast between the search for stimulation and the desire to unwind.
The SHIBUYA109 lab. Trend Awards 2026 identified popular products, activities and online expressions across nine categories, drawing on responses from 676 women aged 15 to 24.
The research highlighted two recurring themes: dopa, shorthand for dopamine-related stimulation, and sero, referring to activities associated with relaxation and emotional well-being.
In the food category, Dubai chocolate mochi took first place. The dessert combines a chewy outer layer with a filling inspired by Dubai-style chocolate, including pistachio cream and crispy shredded pastry.
Its contrasting textures and distinctive appearance helped attract attention on social media, where videos showing the dessert being cut open became part of its appeal.
The findings also reflected the influence of short-form entertainment on everyday language.
Dopagaki, a slang expression used to describe people constantly seeking stimulation from videos, games and other fast-paced content, ranked first in the social media meme category.
The term is often used humorously or self-deprecatingly, reflecting how younger internet users describe their own digital habits.
Yet the survey found interest in activities that offer a break from constant stimulation.
Squishy toys, made from soft materials that can be squeezed and slowly return to their original shape, topped the experience category.
Some versions are designed to produce distinctive sounds or sensations when handled, making them popular subjects for short videos featuring tactile and audio effects.
The same category included walking around Tokyo’s Yamanote railway loop, a journey of roughly 40 to 45 kilometers that can take about 12 hours.
The activity has attracted attention as a personal challenge, with participants documenting their routes and stops through short videos.
Beauty trends also reflected a preference for playful presentation.
Cookie-inspired makeup, using warm beige and brown tones, ranked first in the beauty category, while colorful star-shaped acne patches placed second.
The patches are worn visibly as accessories rather than concealed, turning a practical skincare product into part of a personal style.
The findings illustrate how social media continues to shape purchasing decisions, even as some consumers seek activities that take them away from their screens.
SHIBUYA109 lab., the youth marketing research division of SHIBUYA109 Entertainment, conducted the online survey in September and October.
The results reflect the preferences of the surveyed young women rather than Japan’s population as a whole.
For retailers and consumer brands, the rankings offer a glimpse of a market where striking products and calming experiences can appeal to the same audience.
Whether through a dessert designed to be shared online or a toy kept close at hand, the latest trends show how younger consumers are moving between digital entertainment and more tactile forms of leisure.
SOPHIA KIM
US ASIA JOURNAL
