“2026 Consumer Analysis and 2027 Desire Trend Forecast: Unraveled from a ‘Desire’ Perspective” Do! Solutions Webinar on December 4

Do! Solutions, a problem-solving marketing information site operated by Dentsu Inc., is recruiting participants for a webinar titled “Nikkei Trendy × DENTSU DESIRE DESIGN: Unraveling 2026 Consumer Analysis and 2027 Desire Trend Forecasts from a ‘Desire’ Perspective,” to be held on Friday, December 4.

Why did certain products sell well this year? And what will consumers want next? When we look back at hit products, we can see the spirit of the times, consumers’ values, and even “desires” that consumers themselves may not be aware of. As we wrap up the year, we are once again hosting our annual year-end webinar to reflect on this year’s and next year’s hits from a “desire-based” perspective.

We are pleased to welcome Mr. Noboru Sawahara, Editor-in-Chief of “Nikkei Trendy,” as our guest speaker. Drawing on the annual “Top 30 Hit Products / 100 Hit Predictions”—which always attract significant attention—he will explain the background behind the hits of 2026 and discuss market trends leading up to 2027.Furthermore, Dentsu Inc.’s consumer research project, “DENTSU DESIRE DESIGN,” will analyze this year’s hits from a “desire perspective” and predict next year’s desire trends based on the framework of the “11 Desires”—the emotional drivers that influence human consumer behavior.

[Overview]
Date and Time : Friday, December 4, 2:00 PM – 3:15 PM
Cost: Free
Format: Zoom Webinar
Registration Deadline: Tuesday, December 1, 5:30 PM
Capacity: First 1,000 registrants

■ Clickhereto register and view seminar details

[Program]
Part 1
2026 Hit Product Rankings and 2027 Forecasts

Part 2
Predicting Desire Trends from the Emergence of Desires in 2026 Through to 2027

Part 3
“Consumption and Desire” Discussion & Q&A

[Speaker Profile]
Editor-in-Chief, “Nikkei Trendy”
Noboru Sawahara
Born in 1984, he hails from Sugamo, known as “Grandma’s Harajuku.” After working as an editor for lifestyle magazines and book editor, he joined the editorial department of “Nikkei Trendy.” He has covered a wide range of genres, from consumer goods such as home appliances and daily necessities to finance topics like side hustles and stocks, and even health books during his time as a book editor. Guided by the philosophy that “if you treat it as work, you can do anything,” he tackles everything head-on, from surprise interviews to in-depth product testing articles.He was appointed Editor-in-Chief of the magazine in January 2022 and has held his current position since April 2026.

Dentsu Inc. Planner
Yukito Kanazawa
He is broadly responsible for a wide range of communication planning that transcends traditional boundaries, from devising communication strategies to PR, promotions, digital content, and creative work. He specializes in the entertainment sector, including anime, games, and hobbies. He has won and been recognized in both domestic and international creative awards, such as the In2 SABRE Awards and the PR Awards Asia-Pacific. He also participates in DENTSU DESIRE DESIGN.
Adults Who Never Forget Their “Childlike Spirit”: What Are the Desires Behind “Kids × Adults = Kidults”? (Dentsu-ho)
“Kidults” Manifest in a New Form!? The Reconstruction of “Heisei-Era Girls’” Desires Becomes a Consumer Trend (Dentsu-ho)
Why Movie Theaters Now? The True Nature of “Reverse Timing,” a Common Thread Among 2025’s Blockbusters (@DIME)

Dentsu Inc. Marketing Planner
Sayaka Yonetani
After graduating, she joined a cosmetics manufacturer and worked in product development and marketing. Since joining Dentsu Inc., she has been engaged in marketing planning primarily in the “Fast-Moving Consumer Goods (FMCG)” sector—including food, beverages, detergents, and cosmetics—while also being a member of DENTSU DESIRE DESIGN. She is particularly knowledgeable about phenomena and insights that women in their 20s and 30s are passionate about, such as “Korean trends” and “beauty and cosmetics trends.”
Job-Hopping or Staying with One Company? Understanding Japanese Career Happiness Through Two Models (Dentsu-ho)
Do Differences in Attitudes and Actions Toward Career Advancement Affect Happiness Levels!? (Dentsu-ho)