Yukosuto and MERY Discuss the Power of "Empathy" Driving Modern Women's Consumption

The term "Instagrammable" and the unprecedented bubble tea boom. Trends born from the choices of today's young women in their teens and twenties significantly impact the market. They master social media like Twitter and Instagram, constantly sending and receiving information. Where exactly do their consumer insights come from?

This time, we asked Yuko Sugamoto, known as "Yukos," who enjoys immense popularity among women in their teens and twenties as a "popular creator," and Nahoko Mochizuki, who manages writers at "MERY," an information media targeting women under 25, to share their authentic perspectives on "The Consumption Insights of Today's Girls in Their Teens and Twenties."

How to Approach the "Small Economic Circles" Emerging Among Young People

Mochizuki: I've been a MERY writer since university and now manage MERY's officially recognized writers aged 18-25. What I've noticed is that in today's information-saturated world, preferences are highly fragmented, and there's no single "right answer" that guarantees resonance with readers.

For example, "cute" means many things. Some find girly things cute, while others find simple beige items cute. So for us, "cute" means "what girls consider their ideal image." Fashionable cool things are cute. The glamorous taste of overseas celebrities is cute.

The reason MERY has 100 certified writers is because we believe 100 people have 100 different interpretations of "cute." Even so, girls' preferences can shift daily based on their mood, so trying to create articles that resonate with every single girl? Even 100 writers wouldn't be enough.

Yukos: That's true. I feel like among young people these days, lots of "small economic circles" have formed, like the "girly girls" or the "cool and independent girls." So rather than saying "Everyone, please buy this!", I think it's better to be specific, like "Girly girls, please buy this!" – clearly targeting who you want to see and buy it.

Also, maybe it's not just now, but women in their teens and twenties are really conscious of what others think. Social media has become a tool for personal branding. So when they buy and post about something, they add hashtags that sound like excuses. For example, if I promoted a product I was involved with by saying, "Yukos is selling this! I designed it!", people might think, "Are you just trying to be popular?" and feel hesitant to buy. I consciously create concepts like "Adult Glow Skin Makeup" that work even without me being involved, making it easier for people to buy.

Empathy born from advocacy and storytelling triggers consumption

Mochizuki: I feel there are three main triggers for MERY users when they buy something:

I feel there are three main triggers.

First is purely "items with a clear purpose or need." For example, when traveling, imagine someone who finds packing tedious and unpleasant. If an item solving that problem is introduced, they'd likely think, "I should try buying this."

The second is "latent aspiration." When an article articulates an aspiration they couldn't quite put into words, they resonate: "This is exactly what I've been longing for!" For instance, an article like " There Are Two Moments in Life When You Want to Look Cute "—if it also includes practical steps to achieve that aspiration, readers will take action.

Finally, "everyday worries." While these vary from person to person, precisely because they're the most relatable and trivial, they're easier to act on.

One article that hit this spot perfectly targeted people frustrated by how often their phone cases ended up matching someone else's. It introduced cases from a specific brand, and after publication, orders reportedly surged to 50 to 70 times the usual volume.

Beyond just addressing the concern, the article resonated strongly because it introduced different case types to appeal to various groups: "For those who love sparkles, try this," or "For couples wanting matching cases, try this."

Furthermore, presenting the products within relatable stories, rather than just listing them, likely served as a key trigger for purchases.

Yukos: "Speaking for others" is a crucial point for building empathy, right? For example, when I speak as a representative for girls thinking, "I want to act cute to be popular with guys! But if I said that, I'd get criticized, right...?" and post relatable "acting cute" comments on SNS, surprisingly, many people give it a "like." I feel that getting that empathy – "I couldn't say it myself, but you did," "I totally get it!" – is what leads to people following me.

Also, while "introducing it within a story" is important, products with their own story make you want them even more. My own criteria for buying things is often "how much depth I can uncover."

Take an electric toothbrush, for example. The info you get in-store is usually just the price and specs, right? But if you check the official website, you might find an interview with the designer and learn about the creator's vision.

I think Apple has so many fans because their products have stories. That kind of passionate feeling makes you want to tell others about it. Products like that are easier to share information about, and if you can spark empathy with "Isn't this awesome?", it naturally leads to wanting to buy it.

Mochizuki: MERY articles also constantly focus on relatability, which we believe builds trust with readers. Many article titles combine "relatable words + easy-to-understand keywords."

Yukos: Seriously, MERY's articles are on such a high level! I think it's precisely because the writers are the same age that they can pick out content we can relate to so deeply. Isn't that article title " Just a Little While Until He Arrives " absolutely perfect?! I get so much inspiration from them – like "Oh, this is trending now!" or their photography techniques and editing. (laughs)

Using SNS strategically to effectively share information

Mochizuki: At MERY, we prioritize sharing uplifting information to become a reliable haven for girls. To foster familiarity, we consciously write "from the same perspective, like chatting with friends." What do you focus on when sharing information, Yukos?

Yukos: Casual fans and core fans want completely different qualities of information and points of connection, so I consciously use different SNS platforms.

For example, YouTube has a comment feature, but the overwhelming majority of people just watch. I basically consider it a platform where communication isn't possible. So, it's very effective for casual fans who think, "I don't want to communicate with Yukos, but I want to know the makeup information she shares."

Then, for those who start developing a bit more interest in Yuko-san herself, there are places like Twitter and Instagram where they can leave comments and have some interaction. Those who find that information alone unsatisfying eventually start watching my live streams or reading my blog.

Live streams allow real-time communication, right? I stream live every day at 11 PM, and the fact that I can claim that time slot is actually incredibly powerful. The core fans who gather there are the ones who truly appreciate it when I dive into topics about Yukos that I can't cover on YouTube.

I believe core fans exist precisely because they resonate with me personally and the content I share. But if it were only live streams and blogs, it could feel like a cult. So, I leverage both the deep-dive space and the light-hearted space, aiming to communicate in a balanced way that reaches various audiences.

Creating a space to deliver "empathy" live

Yukos: I believe "small economic spheres" will continue to fragment, making live streaming a major key point. Creating spaces for closer communication with people within those spheres is crucial.

Live streaming sits right between e-commerce sites and physical stores. Since you can communicate live, it creates an environment that's easy to buy from and easy to share from.

I also sold my skincare brand through live commerce. The strength of live commerce is delivering topics that resonate—like the passion behind my products or the story of co-creating them with followers—directly and authentically.

I think we'll see more live streamers emerge, creating many small waves of excitement where people want to buy because this particular person is streaming. For example, an electronics store clerk or a dairy farmer grandpa introducing products themselves. I really hope we see more and more of this kind of personal live commerce.

Mochizuki: We also generate empathy by sharing information, but we're expanding our methods beyond that. We're actively organizing real-world events and have launched a new e-commerce site, " MERY shop," which sells collaboration products with brands popular among our users.

As numerous "small economic spheres" emerge, we want to create more places where users can discover shared values and find their own "likes." By increasing these spaces for connection, we aim to make MERY a place where every girl can truly find what she loves.