5 Hot Marketing Trend Words: June 2025

 

As technology and society advance, new approaches that drive change in existing systems are emerging one after another. Among these, innovative technologies and strategies, particularly in the digital field, are gaining attention. Examples include "GEO/LLMO," noted as a web customer acquisition strategy for the AI era, and "IOWN," which aims to realize a smart society using cutting-edge optical technology. Understanding the latest technologies and societal movements through these trend words can also provide hints for expanding business and marketing possibilities. This article highlights five trending keywords currently making waves.

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A New Wave in Content Optimization: "GEO/LLMO" –Web Traffic Strategy for the AI Era

 

With the rise of AI search, "GEO (Generative Engine Optimization)/LLMO (Large Language Model Optimization)" is gaining attention as a new digital marketing strategy. Similar to SEO, this concept aims to enhance web traffic potential. While SEO optimizes content for search engines, "GEO/LLMO" optimizes content for generative AI engines and large language models (LLMs). By making content more likely to be cited in AI-generated search results and responses, it targets increased traffic effectiveness. While definitions and terminology for these concepts are still evolving in Japan, interest is growing following mentions of "GEO/LLMO" at marketing events in the US. We will continue to monitor developments to see what strategies emerge and which methods prove most effective.

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Supporting Housing Equity:What Are"Affordable Homes"Offered at Reasonable Price Points?

 

"Affordable housing" refers to a comprehensive set of support measures. These include housing available at accessible prices (i.e., affordable), utilizing public housing, addressing vacant homes, developing new residential land, and providing financial assistance. Such support measures are implemented in various forms. For example, in the United States, vacant motels are provided as temporary housing for homeless individuals and people with disabilities. In Denmark, a housing allowance system has been introduced as part of public support. Affordable housing is growing in importance in regions experiencing rising housing costs, contributing to the realization of SDG 11: Sustainable Cities and Communities. Amidst soaring housing prices in Japan, the Tokyo Metropolitan Government has announced plans to launch a fund for affordable housing supply starting in fiscal year 2026. In the US, major corporations like GAFA are also entering development, expanding business opportunities beyond the public sector. Why not explore the possibilities for your company?

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Strategies for "Smartly"Addressing Population Decline.What is"Smart Shrink"?

 

Japan's population has declined for 14 consecutive years, with 2024 recording the largest decrease on record. Amidst advancing aging and declining birth rates, one population policy gaining attention from government agencies and municipalities is "Smart Shrink." Based on the concept of "shrinking wisely," it aims to maintain national well-being while accepting population decline as a given. It is not opposed to measures against low birth rates; rather, it represents an approach that seeks to adapt to the situation while slowing the pace of population decline. "Smart Shrink" encompasses a wide range of initiatives, from urban policies like smart cities and compact cities to human resource and economic measures such as promoting DX (digital transformation) and reskilling. For example, Toyama City is advancing compact city development centered around its streetcars, while Matsumae Town in Hokkaido is pursuing regional revitalization through SX (sustainable transformation) and DX. From a business perspective, it may be worthwhile to explore the potential for products and services related to "Smart Shrink."

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Combining the Best of Phone Calls and Chat: "Text Call Apps"Gaining Support Among Gen Z and Alpha

 

Recently, a new communication tool called "text call apps" has become popular among Gen Z and Alpha generations. These apps allow you to call someone like a phone call, but instead of voice, you converse in real-time using text. They are favored because they eliminate the need to speak, lowering the psychological barrier compared to calls, and because you can communicate without worrying about read/unread statuses like in messaging apps. They can be described as a tool that combines the best features of phone calls and chat. Features like displaying typing errors and edits to the other person, and marking frequently contacted contacts, are also reasons they appeal to Gen Z and Alpha. Recently, they've been adopted for corporate recruitment interviews and customer support, achieving both efficiency and customer satisfaction. "I'm not good at phone calls, but I want to connect with someone" – as a tool matching this sensibility of Gen Z and Alpha, future applications in advertising and new communication designs are anticipated.

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The Future Unlocked by Next-Generation Networks:The Evolution of Social Infrastructure Envisioned by"IOWN"

 

"IOWN" stands for "Innovative Optical & Wireless Network," a vision and technological foundation aiming to realize a prosperous society using cutting-edge optical technology. As a next-generation network enabling low latency, high capacity, and low power consumption, it is expected to contribute to solving challenges across diverse social infrastructures like healthcare, transportation, and energy. Core technologies include the "All-Photonics Network (APN)," which introduces optical technology throughout the entire network, and "Digital Twin Computing," which fuses the physical and digital worlds to improve future prediction accuracy. Beyond entertainment and robotics, future applications are envisioned for space travel and flying cars. Recently, IOWN technology gained attention when used in an artist live performance at the Osaka-Kansai Expo. Development is progressing, led by major telecommunications and semiconductor companies, targeting widespread adoption by 2030. Its future developments are closely watched.