Signs of Reiwa Girls [2]We've broken down Reiwa women's "favorites." ~Five Key Points to Turn Reiwa Women into Fans~
The term "oshi" means "favorite person or thing you support" = "oshi-men." Originally an otaku term, it became widely used around 10 years ago during the era when AKB48 swept the nation.
In this second installment of our series, the girls' planning team Dentsu Inc. Gal Lab analyzes the shifts and trends occurring among Reiwa-era girls, aiming to bridge the gap between adults and them. We delve into the "oshi" of Reiwa-era girls. This installment focuses specifically on "people, favorite idols." We'll unravel the meaning of "推しメン" (favorite idol) to explore hints about what Reiwa-era girls "like," delving deep into the key points for creating fans of brands and products.
Reiwa Girls: "Ten People, Ten Favorite Idols"
With the cooperation of Mynavi Teens, which supports teen-focused marketing and promotions for companies, we interviewed nine high school girls. All nine have their own "favorite idol" or "oshi." Some have idols from groups like Johnny's or K-POP, while others have favorites from different genres like YouTubers, rappers, or actors. Nowadays, with not just TV personalities but all kinds of influencers appearing, the genres of "favorites" are as varied as the people themselves. The range of "favorite" genres is expanding.
When asked about their friends' "favorites," they revealed their friends often have favorites from completely different genres than their own. You might wonder if having different favorites makes it hard to connect, but they say they bond over the shared passion and enthusiasm. They even sometimes go together to events like concerts where they can meet their friends' favorites in person.
Looking around, some even said, "There's no one without a 'favorite'!" It truly is an era of "ten people, ten favorites."
The Five Core Elements of Reiwa Girls' "Favorites"
The high school girls gathered here have all kinds of "favorites." While their specific "favorites" differ, listening to their stories revealed five common elements that define the "favorite" of Reiwa-era girls.
Component ①: High-Frequency, Medium-Distance Communication
In the past, celebrities existed only on TV screens, unreachable for ordinary people watching at home. But now, with everyone having social media accounts, the distance between fans and their "oshi" has changed.
When asked how they support their "favorites," the high school girls explained:
● I created a dedicated "reply account" just to respond to my favorite's tweets because they reply back (on Twitter).
● When I tag them in an Instagram Story, they reply directly on their own Instagram Story.
These were some of the answers we received.
They use Twitter's reply function or Stories' share feature to react to actions fans take towards them. Also, it seems idols themselves sometimes search for their own names on SNS (ego-searching) and "like" posts from people who mention them. This kind of careful and diligent communication with fans becomes daily news and events for fans, which is key to continuously growing their fanbase and keeping fans loyal long-term.
On the other hand, maintaining just the right distance from the "idol" is also crucial. Nowadays, apps like Zenly can easily reveal influencers' private accounts. If an account is discovered, their private life could be exposed, potentially leading to a backlash. Maintaining communication at just the right distance is ultimately the secret to keeping fans loyal.
Component ② Multiple Gaps
When asked what they love most about their favorite idol, nearly everyone mentions "gaps."
● Their natural expressions on TV shows are completely different from the expressions they show when dancing in music videos.
● They crack jokes, but when they're goofing around, they go all out. And even though they're the oldest in the group, I love how incredibly cute they can be.
These were some of the responses.
With the diversification of social media, even on the same platform, there are various ways to express oneself: text posts, image posts, live streaming, and more. Within this landscape, idols can show many more sides of themselves than before. It's not just about the widely known cool/cute image; how many diverse facets they can reveal has become a key point in gaining fans.
It's not just about personality and actions; the gap between their strengths and weaknesses matters too.
● Usually great at rapping, but also has a cool fashion sense.
● They're a great model, but they can also act.
People with multiple talents like this are gaining popularity. In an era where it's common to have side jobs or change careers instead of staying in one job at one company, "favorites" who find multiple areas of expertise and excel in them are supported.
Component ③ Parallel Storylines
When a high school girl who likes one member of an idol group is asked about her favorite points, she says:
●Even though they're not good at dancing, they try their hardest and strive to catch up to the other members who are better dancers.
● Seeing her effort makes me want to be like that too.
She answered. Because social media lets us see glimpses of their daily lives, seeing their efforts inspires us, makes us admire them, and makes us want to support them even more—that's what makes them unique to Reiwa-era girls.
When asked, "Do you notice more people around you 'shipping' idols lately?", many responses pointed to groups originating from the Korean audition show "PRODUCE101".
When asked why, they cited the appeal of supporting ordinary people aiming to become idols from the very beginning and watching them grow. Fans even took initiative, spending their own money on outdoor ads and Instagram ads to help their idols gain more recognition and secure their debut.
Rather than supporting something already polished on TV, there seems to be a desire to support something unfinished and witness their favorite succeed through their own support. Precisely because we live in an era where fans can instantly share their thoughts on social media, follow their favorite in real-time, and share the "sense of accomplishment" when goals are achieved together, these "parallel journey stories" of aiming for something and growing together have become crucial.
Element ④ Sense of Harmony
A frequently cited favorite aspect of idols is the "bustling energy" they exude. Fans love seeing groups with their favorite members acting like close high school friends, having a lively, fun time together.
● I love seeing the group members chatting happily, like high school students.
● It's better to see them having fun than to see tension among members or members leaving the group.
Such voices were heard.
On AbemaTV's reality shows, the popularity stems from seeing male and female cast members genuinely getting along or happily interacting on social media. This atmosphere of closeness and enjoyment—that "sense of peace"—is a key component of "favorite" idols. In today's world where conflicts between strangers on Twitter or minor controversies can easily escalate, perhaps this popularity for heartwarming, "peaceful" scenes of enjoyment is precisely because such warmth feels rare.
Component ⑤: No Lies or Forced Behavior
Words like "no lies" and "being true to themselves" appeared frequently in the high school girls' responses.
When asked about YouTubers they like besides their "favorite," multiple high school girls named the same female YouTuber. They cited reasons like her minimal PR videos and her use of drugstore cosmetics over high-end department store brands, appreciating her relatable, authentic approach.
● They always check if there's a "#PR" tag
● Some YouTubers are seen as "nothing but fake."
Amidst the flood of corporate influencer endorsements, it's become crucial that YouTubers genuinely express their own opinions and that those opinions are authentic.
● I like seeing my favorite YouTubers striving to have their true selves recognized by others.
Some responses mentioned this. They enjoy the process of someone discovering their own strengths, developing them, and then gaining acceptance from others and society—not because they're being forced to do it, but because they're doing it themselves. The emphasis on "doing it themselves" seems to be highly valued.
Key Points for Capturing the Hearts of Reiwa Girls Seen in Their "Favorites"
By unraveling the concept of "favorite," we can see what resonates with and what doesn't with today's Reiwa women. This sensibility also applies to brands and products.
These five points are key to gaining empathy and favor in an era overflowing with information and choices. Reiwa women meticulously evaluate each person and thing, seeking out what truly resonates with them.
In an era of ten people, ten favorites, what exactly is a "favorite" to Reiwa women?
Idol fans have always existed, but the "fan" culture of the past seems somewhat different from the "favorite" culture of Reiwa women. What kind of existence is a "favorite" for them?
Traditional idol fans were "in love" with their idols, and their support often resembled that of a lover—writing fan letters, watching the same programs repeatedly, and so on.
The "favorite" of Reiwa girls seems a bit different from that "lover" of the past. They are not "lovers," but rather "partners." Rather than yearning for their "oshi," they watch over their growth, seeing not just the glittering moments but also the gritty, hard work behind the scenes – making them closer to a "partner." Furthermore, the "oshi" themselves are always positive towards their fans, acting like a "partner." The relationship between "oshi" and Reiwa-era girls is one of mutual support and being each other's ally.
Next time, we explore how apps and SNS are transforming Reiwa women's "alone time." The way Reiwa women spend their time will be revealed.
Established in March 2010. A planning team that harnesses the power of young women, primarily girls, aiming to revitalize not only businesses but society as a whole.
We analyze girls' insights from various angles and provide planning across a wide range of business domains.
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Author
Anna Tatsuno
Dentsu Inc.
Joined the company in 2017. PR Planner. Since joining, has been engaged in PR planning and creative development originating from PR. Belongs to Dentsu Inc. Gal Lab. As a researcher, is responsible for research and planning targeting women in their teens and twenties.
