DENTSU SOKEN INC. "Trending Topics & Products 2015" What "Changes" in Consumers' Lives Spurred "Beyond-the-Box Consumption"?

"Baku-gai" Reveals an "Unknown Japan"

Matsumoto: We've been announcing "Trending/Noteworthy Products" annually since 1985, making this the 31st year. The top spot went to "Baku-gai/Inbound." This truly symbolized the year.

Hayami: While the "spending spree" itself has been a trend for several years, it became particularly pronounced recently. This situation is likely to continue as a trend next year and the year after.

Matsumoto: What I sensed was that Chinese shoppers' spending sprees might have stimulated Japanese consumers' desire to buy. This spring, when "spending sprees" became a hot topic, news of sold-out food and beverage items kept popping up. I think part of that was Japanese people seeing the spending sprees and feeling the joy of buying things themselves.

Hayami: The boom in bulk buying has also impacted urban structures, hasn't it? In recent years, there's been a clear trend separating areas frequented by tourists from those used by locals.

Matsumoto: In many ways, I think we've been significantly influenced by the "outside" through this shopping spree phenomenon. This has also led us to recognize strengths of Japan we hadn't noticed before.

Support for a proactive stance stepping outside societal boundaries

Matsumoto: Looking at this year's rankings, what strikes me most is the shift in consumer awareness. For example, the 2nd place entry, "Japan National Rugby Team at Rugby World Cup 2015," featured a unique team composition that included foreign players. Yet, the recognition that they were part of the Japanese national team spread rapidly. Similarly, Matsuko Deluxe, ranked 4th, is someone with a strong sense of self. Her distinct personality has garnered significant support. This year seems to mark a broadening of how consumers perceive things.

Hayami: Naoki Matayoshi's novel "Spark" ranking 5th might also fit this trend. In the past, "comedy" and "novels" were seen as polar opposites, making someone who did both hard to accept. Nowadays, however, both are recognized as part of his unique identity. Similarly, for Shuzo Matsuoka at 17th place, it's clear that his intense "passion" captures hearts as part of his personality.

Matsumoto: What we see here is that an assertive stance of staying true to oneself is popular. This stance also shows up in consumer behavior. Items like "Instagram" at 10th place and "selfie sticks" at 13th are tools emphasizing self-expression. It seems we've shifted from the previous "everyone together" mindset to a stronger desire to "express oneself." Taking this into account, we named the trend of 2015 "Consumption Beyond Boundaries." It was a year when people began breaking out of existing societal frameworks, and I feel a trend is emerging where people are thinking, "Let's step a little outside the box."

Hayami: Many things are now crossing boundaries they never did before. This might reflect a growing trend among Japanese people toward greater tolerance and acceptance of diversity.

This year's trend will only accelerate

Matsumoto: Against this backdrop, what kind of movement do you foresee for next year?

Hayami: I believe this year's trend, centered around "spending sprees," will intensify further. Tourism will likely shift toward a more passive stance of "welcoming" visitors in a positive sense, rather than just going out ourselves. This makes me wonder: can we involve more people in more places? Spots like tourist destinations and electronics stores where overseas travelers go are becoming fixed. We need to bridge those gaps to spread the benefits of inbound tourism more widely. In a way, it's about adopting a more proactive mindset than we have now. That could be the theme going forward.

Matsumoto: It would be great to see new things happening continuously, even in regional areas. To achieve that, thinking about how to be proactive might be crucial.

Hayami: In that sense, I believe advertising's role becomes increasingly vital. This is precisely where creative power is needed. I hope each region and Japan as a whole will develop diverse approaches to this "aggressive strategy."