Interest in 'Hobbies Requiring Deep Thought' and 'Authentic Emotional Experiences' Surges in the AI Era. GMO Shuminavi Announces the '2026 Trending Hobby Categories Rapid Growth Ranking' for April 3rd 'Hobby Day'
GMO Shuminavi announced its latest hobby trend ranking, revealing that interest in 'Liberal Arts' and 'Theater & Performing Arts' surged by roughly 30% year-over-year. As generative AI becomes ubiquitous, consumers are increasingly seeking out offline, deeply human experiences and the chance to think critically for themselves.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 20:00
- 🔍 Collected: April 3, 2026 at 11:31
- 🤖 AI Analyzed: April 18, 2026 at 02:10 (350h 38m after Collected)
GMO Shuminavi, Inc. (*1) (President and CEO: Yusuke Ito; hereinafter 'GMO Shuminavi'), a company of the GMO Internet Group, has announced the 'Trending Hobby Categories Rapid Growth Ranking.' This ranking compares browsing data from January to February 2026 on its hobby and learning experience discovery platform, 'Shuminavi byGMO,' with the same period last year (January to February 2025), coinciding with 'Hobby Day' on April 3rd.
According to the survey, the genre with the largest increase in page views was 'Liberal Arts' (+32.8% year-over-year), followed by 'Theater & Performing Arts' (+29.7%). As generative AI permeates every aspect of daily life, GMO Shuminavi perceives a rapidly growing trend in people's desire to 'think deeply with their own minds' and 'gain emotional inspiration from live stages and human expressions.'
(*1) GMO Shuminavi is a consolidated subsidiary of GMO Media, Inc.
[Survey Summary]
Comparing browsing data from January to February 2026 with the same period last year reveals that 15 out of the 18 categories listed on 'Shuminavi byGMO' recorded positive year-over-year growth, indicating that interest in hobbies and lessons is expanding across a wide range of categories.
Among these, the highest growth rate was in 'Liberal Arts' (+32.8%), with a noticeably growing demand for genres that require 'thinking deeply with one's own mind,' such as philosophy, history, and art. This was followed by 'Theater & Performing Arts' (+29.7%), demonstrating an increased focus on hobbies that seek 'raw emotions' and 'authentic human expression' that cannot be replicated by AI.
■ Survey Overview
Target: Browsing data on 'Shuminavi byGMO'
Survey Period: January - February 2026 / January - February 2025
Methodology: Compared by the total number of page views of minor genres belonging to major categories.
Minor genres (14 genres) that experienced a sudden surge in views due to temporary promotions, etc., were excluded from the survey.
Major Categories: 18 categories including Instruments/Music (Voice Training), English/Languages, Handmade/Crafts, Dance, Culture/Tradition, Gardening/Flower/DIY, Martial Arts/Combat Sports, Cooking/Gourmet (Sweets/Bread Making), Beauty/Health (Beauty, Health), Painting/Drawing/Ceramics, Yoga/Fitness (Pilates), Sports/Outdoors, IT/Web/Internet, Fortune-Telling/Psychology/Therapy, Photography/Video (Movies), Pets, Liberal Arts, and Theater/Performing Arts.
Minor Genres: Approximately 290 detailed genres within each category
(Example: English/English Conversation, French, German, etc. within the 'English/Languages' category)
[Survey Results]
■ Background on the Rapid Growth of 1st Place 'Liberal Arts'
Interest in fields that ponder 'questions with no definitive answers,' such as philosophy, history, art, and literature, is increasing. In particular, world history (+62%) and art (+62%), as well as hobbies that cultivate one's 'own perspective and way of thinking' through dialogue with instructors and peers, rather than just acquiring knowledge, garnered significant support. Precisely because we are in an era where AI can instantly provide information, the desire for the 'ability to digest knowledge and speak in one's own words' seems to be heightening.
■ Background on the Rapid Growth of 2nd Place 'Theater & Performing Arts'
Attention to the emotions derived from 'live stages,' such as theater, musicals, Rakugo (traditional comedic storytelling), and Manzai (stand-up comedy), is also growing. Especially now, when we are flooded with video content, the value of experiences that can only be obtained from the 'expressions, breathing, and timing of humans living in the same space' is being rediscovered. Additionally, the improvement of expressiveness, empathy, and communication skills gained by performing oneself is thought to be behind this popularity.
■ Conclusion
Seeking 'Hobbies that Make You Think' and 'Authentic Emotions' precisely because it's the AI Era
In 2025-2026, generative AI has become part of everyday life. While there are more opportunities to entrust information gathering and writing to AI, the backlash to this—the need to 'think deeply using one's own brain' and 'be moved by human-to-human experiences that machines cannot replace'—is strongly reflected in people's choice of hobbies.
These results suggest that, particularly in an era of advancing efficiency, the movement seeking human-like thinking, sensibilities, and authentic connections with others is strengthening.
[About Other Rankings and Hobby Diagnosis]
You can view other rankings and the 'New Hobby Experiences You Should Get Hooked On in 2026' from the page below.
URL: https://coto.shuminavi.net/shumi-genre
[About 'Hobby Day']
April 3rd is designated as 'Hobby Day' in Japan, based on a wordplay of the numbers 'shi' (4) and 'mi' (3). Every year, 'Shuminavi byGMO' releases the latest hobby trends to coincide with this day.
[About GMO Shuminavi] (URL: https://shuminavi.co.jp/)
GMO Shuminavi networks over 20,000 hobby classes across roughly 290 genres nationwide. Under the philosophy of 'Creating a world overflowing with passion,' it aims to contribute to extending healthy, purposeful lifespans in the era of the 100-year life. The company operates a platform for finding hobby and learning 'experiences' & 'classes,' a lesson management business (both online and in-person) aimed at preventing frailty (*2) and creating a sense of purpose for the elderly, and a matching business connecting instructors with companies.
(*2) Frailty refers to an intermediate stage between a healthy state and a state requiring nursing care.
[Inquiries Regarding This Matter]
● GMO Shuminavi, Inc.
Business Development Office
TEL: 03-6459-4879
E-mail: [email protected]
[GMO Shuminavi, Inc.] (URL: https://shuminavi.co.jp/)
Company Name: GMO Shuminavi, Inc.
Location: Cerulean Tower, 26-1 Sakuragaokacho, Shibuya-ku, Tokyo
Representative: Yusuke Ito, President and CEO
Business Details: ■ Class/Instructor management support
Capital: 81 Million Yen
[GMO Media, Inc.] (URL: https://www.gmo.media/)
Company Name: GMO Media, Inc. (TSE Growth Market, Securities Code: 6180)
Location: Cerulean Tower, 26-1 Sakuragaokacho, Shibuya-ku, Tokyo
Representative: Teruyuki Mori, President and CEO
Business Details: ■ Media Business ■ Solution Business
Capital: 761.97 Million Yen
[GMO Internet Group, Inc.] (URL: https://group.gmo/)
Company Name: GMO Internet Group, Inc. (TSE Prime Market, Securities Code: 9449)
Location: Cerulean Tower, 26-1 Sakuragaokacho, Shibuya-ku, Tokyo
Representative: Masatoshi Kumagai, Founder & Group CEO
Business Details: Holding company (group management functions)
■ Group Business Details:
Internet Infrastructure Business
Internet Security Business
Internet Advertising/Media Business
Internet Financial Business
Cryptoassets Business
Capital: 5 Billion Yen
* Company and product names mentioned are trademarks or registered trademarks of their respective companies.
Copyright (C) 2026 GMO Shuminavi, Inc. All Rights Reserved.
According to the survey, the genre with the largest increase in page views was 'Liberal Arts' (+32.8% year-over-year), followed by 'Theater & Performing Arts' (+29.7%). As generative AI permeates every aspect of daily life, GMO Shuminavi perceives a rapidly growing trend in people's desire to 'think deeply with their own minds' and 'gain emotional inspiration from live stages and human expressions.'
(*1) GMO Shuminavi is a consolidated subsidiary of GMO Media, Inc.
[Survey Summary]
Comparing browsing data from January to February 2026 with the same period last year reveals that 15 out of the 18 categories listed on 'Shuminavi byGMO' recorded positive year-over-year growth, indicating that interest in hobbies and lessons is expanding across a wide range of categories.
Among these, the highest growth rate was in 'Liberal Arts' (+32.8%), with a noticeably growing demand for genres that require 'thinking deeply with one's own mind,' such as philosophy, history, and art. This was followed by 'Theater & Performing Arts' (+29.7%), demonstrating an increased focus on hobbies that seek 'raw emotions' and 'authentic human expression' that cannot be replicated by AI.
■ Survey Overview
Target: Browsing data on 'Shuminavi byGMO'
Survey Period: January - February 2026 / January - February 2025
Methodology: Compared by the total number of page views of minor genres belonging to major categories.
Minor genres (14 genres) that experienced a sudden surge in views due to temporary promotions, etc., were excluded from the survey.
Major Categories: 18 categories including Instruments/Music (Voice Training), English/Languages, Handmade/Crafts, Dance, Culture/Tradition, Gardening/Flower/DIY, Martial Arts/Combat Sports, Cooking/Gourmet (Sweets/Bread Making), Beauty/Health (Beauty, Health), Painting/Drawing/Ceramics, Yoga/Fitness (Pilates), Sports/Outdoors, IT/Web/Internet, Fortune-Telling/Psychology/Therapy, Photography/Video (Movies), Pets, Liberal Arts, and Theater/Performing Arts.
Minor Genres: Approximately 290 detailed genres within each category
(Example: English/English Conversation, French, German, etc. within the 'English/Languages' category)
[Survey Results]
■ Background on the Rapid Growth of 1st Place 'Liberal Arts'
Interest in fields that ponder 'questions with no definitive answers,' such as philosophy, history, art, and literature, is increasing. In particular, world history (+62%) and art (+62%), as well as hobbies that cultivate one's 'own perspective and way of thinking' through dialogue with instructors and peers, rather than just acquiring knowledge, garnered significant support. Precisely because we are in an era where AI can instantly provide information, the desire for the 'ability to digest knowledge and speak in one's own words' seems to be heightening.
■ Background on the Rapid Growth of 2nd Place 'Theater & Performing Arts'
Attention to the emotions derived from 'live stages,' such as theater, musicals, Rakugo (traditional comedic storytelling), and Manzai (stand-up comedy), is also growing. Especially now, when we are flooded with video content, the value of experiences that can only be obtained from the 'expressions, breathing, and timing of humans living in the same space' is being rediscovered. Additionally, the improvement of expressiveness, empathy, and communication skills gained by performing oneself is thought to be behind this popularity.
■ Conclusion
Seeking 'Hobbies that Make You Think' and 'Authentic Emotions' precisely because it's the AI Era
In 2025-2026, generative AI has become part of everyday life. While there are more opportunities to entrust information gathering and writing to AI, the backlash to this—the need to 'think deeply using one's own brain' and 'be moved by human-to-human experiences that machines cannot replace'—is strongly reflected in people's choice of hobbies.
These results suggest that, particularly in an era of advancing efficiency, the movement seeking human-like thinking, sensibilities, and authentic connections with others is strengthening.
[About Other Rankings and Hobby Diagnosis]
You can view other rankings and the 'New Hobby Experiences You Should Get Hooked On in 2026' from the page below.
URL: https://coto.shuminavi.net/shumi-genre
[About 'Hobby Day']
April 3rd is designated as 'Hobby Day' in Japan, based on a wordplay of the numbers 'shi' (4) and 'mi' (3). Every year, 'Shuminavi byGMO' releases the latest hobby trends to coincide with this day.
[About GMO Shuminavi] (URL: https://shuminavi.co.jp/)
GMO Shuminavi networks over 20,000 hobby classes across roughly 290 genres nationwide. Under the philosophy of 'Creating a world overflowing with passion,' it aims to contribute to extending healthy, purposeful lifespans in the era of the 100-year life. The company operates a platform for finding hobby and learning 'experiences' & 'classes,' a lesson management business (both online and in-person) aimed at preventing frailty (*2) and creating a sense of purpose for the elderly, and a matching business connecting instructors with companies.
(*2) Frailty refers to an intermediate stage between a healthy state and a state requiring nursing care.
[Inquiries Regarding This Matter]
● GMO Shuminavi, Inc.
Business Development Office
TEL: 03-6459-4879
E-mail: [email protected]
[GMO Shuminavi, Inc.] (URL: https://shuminavi.co.jp/)
Company Name: GMO Shuminavi, Inc.
Location: Cerulean Tower, 26-1 Sakuragaokacho, Shibuya-ku, Tokyo
Representative: Yusuke Ito, President and CEO
Business Details: ■ Class/Instructor management support
Capital: 81 Million Yen
[GMO Media, Inc.] (URL: https://www.gmo.media/)
Company Name: GMO Media, Inc. (TSE Growth Market, Securities Code: 6180)
Location: Cerulean Tower, 26-1 Sakuragaokacho, Shibuya-ku, Tokyo
Representative: Teruyuki Mori, President and CEO
Business Details: ■ Media Business ■ Solution Business
Capital: 761.97 Million Yen
[GMO Internet Group, Inc.] (URL: https://group.gmo/)
Company Name: GMO Internet Group, Inc. (TSE Prime Market, Securities Code: 9449)
Location: Cerulean Tower, 26-1 Sakuragaokacho, Shibuya-ku, Tokyo
Representative: Masatoshi Kumagai, Founder & Group CEO
Business Details: Holding company (group management functions)
■ Group Business Details:
Internet Infrastructure Business
Internet Security Business
Internet Advertising/Media Business
Internet Financial Business
Cryptoassets Business
Capital: 5 Billion Yen
* Company and product names mentioned are trademarks or registered trademarks of their respective companies.
Copyright (C) 2026 GMO Shuminavi, Inc. All Rights Reserved.
FAQ
What are the top two fastest-growing hobby categories?
The 1st is 'Liberal Arts' (+32.8% YoY) and the 2nd is 'Theater & Performing Arts' (+29.7% YoY).
Why is there growing interest in liberal arts and theater?
As generative AI becomes ubiquitous, people are increasingly seeking to 'think for themselves' and crave authentic, in-person human experiences.
Who conducted this survey?
GMO Shuminavi, Inc., based on browsing data from its hobby discovery platform 'Shuminavi byGMO'.