80% of People Aged 10s-60s Belong to a 'Kaiwai' Community, Evolving from a Gen Z Trend to a Consumer Foundation for All Generations
A survey by KEEN Inc. reveals that approximately 80% of people aged 10-60 belong to a 'Kaiwai' community, which has become a foundation for their consumption behavior.
📋 Article Processing Timeline
- 📰 Published: May 19, 2026 at 23:00
- 🔍 Collected: May 19, 2026 at 14:31
- 🤖 AI Analyzed: May 20, 2026 at 09:31 (19h 0m after Collected)
KEEN Inc., a leader in 'Kaiwai' (community/circle) marketing, conducted the '2026 Survey on Consumption Behavior in Kaiwai Communities,' targeting 375 men and women aged 10 to 60. The survey found that approximately 80% of respondents feel they belong to some form of community, with about three out of five people in their 50s and 60s also identifying as community members. Furthermore, 91% of community members reported that they have purchased products based on information within these circles, indicating a significant impact on purchasing decision-making.
By age group, people in their teens and 20s consider 'asking the community' a prerequisite for consumption, with increased spending triggered by these circles among those in their 20s. Meanwhile, those in their 30s and 40s maintain stable consumption patterns tailored to their lifestyles, while those in their 50s and 60s prioritize non-monetary values such as information gathering and building human relationships over financial spending. Membership in these circles contributes to the happiness of more than 60% of respondents.
Kazuha Ogura, Representative Director and Founder & CEO of KEEN Inc., analyzes that 'Kaiwai is not merely a buzzword, but a new information space formed by SNS and AI algorithms,' pointing out that this infrastructure for information selection is expanding from the younger generation to all age groups. The paradigm has shifted from the former search-based information exploration to the current algorithm-recommended community-based consumption. For further details, please refer to the 2026 Kaiwai Report now available.
By age group, people in their teens and 20s consider 'asking the community' a prerequisite for consumption, with increased spending triggered by these circles among those in their 20s. Meanwhile, those in their 30s and 40s maintain stable consumption patterns tailored to their lifestyles, while those in their 50s and 60s prioritize non-monetary values such as information gathering and building human relationships over financial spending. Membership in these circles contributes to the happiness of more than 60% of respondents.
Kazuha Ogura, Representative Director and Founder & CEO of KEEN Inc., analyzes that 'Kaiwai is not merely a buzzword, but a new information space formed by SNS and AI algorithms,' pointing out that this infrastructure for information selection is expanding from the younger generation to all age groups. The paradigm has shifted from the former search-based information exploration to the current algorithm-recommended community-based consumption. For further details, please refer to the 2026 Kaiwai Report now available.
FAQ
What is 'Kaiwai'?
It refers to information communities formed by SNS and AI algorithms, where people share the same interests and preferences.
What are the benefits of Kaiwai marketing?
It increases the reliability of purchasing decisions as information is highly specialized and recommended by people with similar tastes.
What is notable in 2026?
Due to the evolution of SNS, not only the younger generation but all generations are beginning to use these communities as a basis for their consumption behavior.