Trend Taster: Japanese collector’s edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
smutty narrators
sporty Gen Z
no launch dating
Japanese collectors
Pinterest searches
Celebrity-centric audio erotica
Celebrity-voiced erotica, popularized by apps like Dipsea and Quinn, now features famous actors narrating explicit content, including Andrew Scott, Luke Cook and Victoria Pedretti. This trend provides a sense of safety for listeners as they explore sexuality through familiar celebrity voices. However, it also fosters parasocial relationships, as recent deepfake pornographic images of Taylor Swift sparked debates about AI ethics, celebrity idolatry, and government regulation
66% of Gen Z women engaging with sports
According to EY’s Sports Engagement Index, 49% of women in the UK engage with sports through participation, attending events, or following via TV, online, or social media. This equates to 13 million women, compared to 18 million men. Engagement among Gen Z women is closer to their male counterparts, with 66% of Gen Z women engaging with sports compared to 79% of Gen Z men. However, only 37% of women aged 55 and over engage with sports, compared to 66% of men in the same age group. The top sports for Gen Z women are football, badminton, dancing, Formula One, and basketball.
“No launch” dating trend
A "no-launch" involves not sharing any aspect of your relationship online, contrasting with hard-launching or soft-launching, where partners post dedicated or discrete photos of each other. This approach allows couples to process their relationship privately without public scrutiny or pressure. Advocates believe it promotes authenticity and genuine connection, as partners focus on each other rather than capturing moments for social media. This trend reflects a broader shift toward more private and less performative use of social media.
Japanese collector culture
Japan balances technological innovation with a strong connection to tradition, an essential duality for foreign brands entering the market. Manga dominates over a third of Japan’s publishing market, valued at over 693 billion yen in 2023. Additionally, Japan's vinyl market has surged, with production increasing sixfold to 3.9 billion yen from 2012 to 2021, according to the Recording Industry Association of Japan.
Gen Z use Pinterest for searches
Gen Z, accustomed to the presence of search engines, increasingly uses Pinterest for searches at higher rates than other generations, with a 30% year-on-year increase. They are seven times more likely to purchase a product they previously saved on Pinterest, indicating a strong consideration for future purchases even if they don't buy immediately.
