Think Tank Organization 'Z Soken' (Z Research Institute) Targeting Gen Z Renames Itself 'αZ Soken' with an Eye Toward the Next Generation.
The think tank 'Z Soken,' which specializes in researching Generation Z, has rebranded as 'αZ Soken' to expand its research scope to include the emerging Generation Alpha. The organization has also launched a new website and logo, aiming to provide comprehensive marketing support for companies targeting these younger generations.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 22:00
- 🔍 Collected: March 30, 2026 at 22:56 (56 min after Published)
- 🤖 AI Analyzed: June 2, 2026 at 13:02 (1526h 6m after Collected)
The think tank organization 'Z Soken,' which focuses on researching Generation Z*, is changing its name to 'αZ Soken' and will begin operating under this new structure starting March 30, 2026. In conjunction with this change, we are pleased to announce a complete renewal of our official website and logo design.
*Generation Z (young people born from 1995 onwards)
*Generation Alpha (young people born from 2010 onwards)
Background of the Renewal
Since its inception in 2019, Z Soken has conducted research and disseminated information on the values, consumer behavior, and communication shifts of young people, centered on the perspectives of Gen Z individuals themselves.
Currently, social interest is beginning to expand toward 'Generation Alpha,' the generation following Gen Z. Born as digital natives and raised in an environment where AI and social media are the norm, Generation Alpha is forming new values that cannot be captured by traditional generational classifications.
Against the backdrop of these changes, we have rebranded to 'αZ Soken' to expand our research domain beyond Gen Z to include an understanding of the entire next generation.
'αZ Soken' Concept
Knowing the reality of young people.
That is why we can move their hearts.
How can we 'conquer' Generation Alpha and Generation Z?
We often hear this concern from companies.
But even if we call it 'conquering,' the other party is human.
Instead of trying to force movement based on speculative images,
we must first know the reality of young people and speak to that reality.
If you do that, they will naturally turn toward you, and their hearts will begin to move.
We, αZ Soken, were born as the first Gen Z think tank organization in Japan.
No one knows the reality better than the people who live it.
As young people who study trends daily,
we provide powerful support for companies' αZ generation strategies—from research and strategy planning to creative output.
'αZ Soken' Official Website
https://www.zet.tokyo/
About 'αZ Soken'
'αZ Soken' is a think tank organization that researches Generation Alpha and Generation Z. To function as a think tank, we not only provide research results and expert reports to companies and media, but we also go further to propose creative plans—a service rarely offered by traditional think tanks. With the goal of becoming the best marketing partner for all companies involved in products and projects targeting Generation Alpha and Generation Z, we have established an organizational structure that allows us to handle all aspects of communication design between companies and consumers in a one-stop manner.
Companies wishing to hear the raw voices of Generation Alpha and Generation Z, or individuals from these generations who wish to join and participate in our real-world communities, are welcome to contact us via the email address at the end of this article.
About Project Members
N.D.Promotion Co., Ltd.
URL: https://ndpromotion.co.jp/
Leveraging know-how accumulated in the two distinct fields of entertainment and advertising, N.D.Promotion is capable of 'human-centric' casting and planning that correctly understands the attributes and circles of the target Gen Z, rather than relying on traditional influencer-based approaches. We move the hearts of Gen Z, who are prone to feeling aversion toward simple PR, and realize promotions that lead to results.
ALL BLUE Inc.
URL: https://allblue.jp/
ALL BLUE Inc. is a content boutique that approaches advertising, promotion, and PR with entirely new methods. We provide non-stop solutions for client challenges—from corporate branding, product advertising, and events to campaigns, business development, and recruitment activities.
Inquiries Regarding This Matter
αZ Soken Operations Office
3F M's Harajuku, 6-27-8 Jingumae, Shibuya-ku, Tokyo 150-0001 (Inside N.D.Promotion)
Shipping Address for Materials
3F Unosawa Tokyu Building, 1-19-15 Ebisu, Shibuya-ku, Tokyo 150-0013 (Inside ContentAge)
Inquiry Email: info@zet.tokyo (Contact: Doman)
*Generation Z (young people born from 1995 onwards)
*Generation Alpha (young people born from 2010 onwards)
Background of the Renewal
Since its inception in 2019, Z Soken has conducted research and disseminated information on the values, consumer behavior, and communication shifts of young people, centered on the perspectives of Gen Z individuals themselves.
Currently, social interest is beginning to expand toward 'Generation Alpha,' the generation following Gen Z. Born as digital natives and raised in an environment where AI and social media are the norm, Generation Alpha is forming new values that cannot be captured by traditional generational classifications.
Against the backdrop of these changes, we have rebranded to 'αZ Soken' to expand our research domain beyond Gen Z to include an understanding of the entire next generation.
'αZ Soken' Concept
Knowing the reality of young people.
That is why we can move their hearts.
How can we 'conquer' Generation Alpha and Generation Z?
We often hear this concern from companies.
But even if we call it 'conquering,' the other party is human.
Instead of trying to force movement based on speculative images,
we must first know the reality of young people and speak to that reality.
If you do that, they will naturally turn toward you, and their hearts will begin to move.
We, αZ Soken, were born as the first Gen Z think tank organization in Japan.
No one knows the reality better than the people who live it.
As young people who study trends daily,
we provide powerful support for companies' αZ generation strategies—from research and strategy planning to creative output.
'αZ Soken' Official Website
https://www.zet.tokyo/
About 'αZ Soken'
'αZ Soken' is a think tank organization that researches Generation Alpha and Generation Z. To function as a think tank, we not only provide research results and expert reports to companies and media, but we also go further to propose creative plans—a service rarely offered by traditional think tanks. With the goal of becoming the best marketing partner for all companies involved in products and projects targeting Generation Alpha and Generation Z, we have established an organizational structure that allows us to handle all aspects of communication design between companies and consumers in a one-stop manner.
Companies wishing to hear the raw voices of Generation Alpha and Generation Z, or individuals from these generations who wish to join and participate in our real-world communities, are welcome to contact us via the email address at the end of this article.
About Project Members
N.D.Promotion Co., Ltd.
URL: https://ndpromotion.co.jp/
Leveraging know-how accumulated in the two distinct fields of entertainment and advertising, N.D.Promotion is capable of 'human-centric' casting and planning that correctly understands the attributes and circles of the target Gen Z, rather than relying on traditional influencer-based approaches. We move the hearts of Gen Z, who are prone to feeling aversion toward simple PR, and realize promotions that lead to results.
ALL BLUE Inc.
URL: https://allblue.jp/
ALL BLUE Inc. is a content boutique that approaches advertising, promotion, and PR with entirely new methods. We provide non-stop solutions for client challenges—from corporate branding, product advertising, and events to campaigns, business development, and recruitment activities.
Inquiries Regarding This Matter
αZ Soken Operations Office
3F M's Harajuku, 6-27-8 Jingumae, Shibuya-ku, Tokyo 150-0001 (Inside N.D.Promotion)
Shipping Address for Materials
3F Unosawa Tokyu Building, 1-19-15 Ebisu, Shibuya-ku, Tokyo 150-0013 (Inside ContentAge)
Inquiry Email: info@zet.tokyo (Contact: Doman)