Wakamon and Hobbies ~Huh, Already the Final Episode!?~

Finally, the final installment. This column has explored the present state of young adults through data, focusing on four themes: "Friends," "Romance," "Money," and "Family."

The final theme is "Hobbies They're Obsessed With." The average number per person is a whopping 11! This reveals how young people's interests and hobbies are expanding in multiple directions.
However, as mentioned in Part 4, their disposable income itself hasn't increased. So how are they managing within their limited budgets?
When we asked a self-proclaimed otaku college student who loves both manga and anime, he said, "I buy DVDs of anime I like. I also like games, but I stick to free ones." Like him, many seem to balance their spending through "low-cost compromises" – free or inexpensive activities.

Furthermore, as shown in the spending ranking below, some hobbies have fewer participants but involve "high per-person spending." We found that people enjoy their hobbies with a sense of balance, switching between "high-value spending" on things they deem worthwhile and "low-cost compromises."

The once-strong social frameworks of local ties, blood relations, and workplace connections have weakened, and the sense of ownership rooted in them has faded. Meanwhile, the environment enabling connections across distances now facilitates communication not only with family and close friends but also with "like-minded peers" sharing the same interests. This environment may be broadening interests and hobbies, creating not just deep immersion but also the joy of forming new friendships.

Furthermore, many young people who engage in consumption seeking conversation topics spend money on hobbies as a form of social expenditure, consciously prioritizing "communication with those around them." I believe this aspect also plays a role.

Finally. While running the Wakamon and Gal Lab project and working daily, the most fascinating thing about them is the "speed at which trends get overtaken." What was acceptable yesterday can suddenly become "embarrassing" today. This speed has clearly accelerated in recent years.

Simply observing them closely won't yield answers, but our team values even the most down-to-earth activities that might otherwise feel a bit "dirty."

I believe the fresh sensibilities and ideas of young people today foreshadow the future.
A country where young people thrive surely has a bright future.
Observing young people might reveal glimpses of a new tomorrow or signs of fresh change.

Goodbye.
Please also support Gal Lab!

We've launched the Facebook page for the 'Youth Research Department (Dentsu Inc. Wakamon)'!
http://www.facebook.com/wakamon.dentsu