αZ Research Institute Announces 'First Half of 2026 Trend Ranking' Chosen by Gen Z

The αZ Research Institute, a think tank organization targeting the αZ generation (young people born after 2010) composed of N.D.Promotion Co., Ltd. and All Blue Co., Ltd., conducted a survey on trends for the first half of 2026 among members of its own real αZ generation community, centered on Gen Z women who are readers of Nom de plume and sensitive to trends. The results have been announced as the 'αZ Research Institute First Half of 2026 Trend Ranking.' Additionally, the 'Second Half of 2026 Next Trend Predictions,' selected by the editorial department based on input from approximately 120,000 αZ generation followers of Nom de plume, have also been released simultaneously.

■Trend 1: Korean Food Sweeps Gen Z! Photogenic Eats on TikTok Top the Charts

In the 'Popular Food & Drink' ranking, Dubai chocolate took 1st place, Malatang 2nd, and 3D ice cream 3rd. Dubai chocolate mochi, an arranged version of Dubai chocolate, also became popular, leading to sell-outs at stores. Malatang in 2nd place continues its popularity from the previous survey. 3D ice cream, a photogenic Korean food replicating fruit shapes, was also released in Japanese convenience stores at the end of last year. Videos of people trying it spread on TikTok, becoming a hot topic.

■Trend 2: 90% of Characters in the Character Category are from Heisei/Showa Era! Nostalgic Content Sees a Revival

The character category was newly established for this survey. In the 'Popular Character/Goods' ranking, a full 90% of the top 10 were characters born in the Heisei and Showa eras. Popular characters like Tamagotchi and Monchhichi are seeing new sales of gacha capsule toys and merchandise. In the 'Things & Activities' category, trends from 20 years ago like sticker albums and Heisei purikura (sticker photos) are also making a comeback, indicating a growing interest in nostalgic content.

■Trend 3: TikTok-Driven Fan Activities Accelerate! Beyond 'Kyo-suki,' M!LK and Monaki Also Rise

In the 'Popular TikToker' ranking, Nonoka Tokita and Haruta Imai, who became a couple on the show 'Today, I Fell in Love,' took 1st and 2nd place. In the 'Popular Idol' ranking, M!LK, who gained attention for their TikTok dances, took 1st place, and their song 'Bakuretsu Aishiteru / M!LK' also took 1st in the 'Popular Song' ranking. Furthermore, 'Honma yade☆Nande yanen☆Shiran kedo / Monaki' trended for a long time on TikTok, taking 2nd place. Fan activities via TikTok, not limited to 'Kyo-suki,' are driving trends for the αZ generation.

■Survey Overview

The αZ Research Institute conducted a trend survey for the first half of 2026 among members of its own real αZ generation community, centered on Gen Z women who are readers of Nom de plume (operated by N.D.Promotion Co., Ltd.) and sensitive to trends, and announced the 'αZ Research Institute First Half of 2026 Trend Ranking.'

Survey Period: Friday, May 1, 2026 – Sunday, May 17, 2026

Survey Method: Internet survey

Survey Target: Members of the company's own media 'Nom de plume' LINE@ account

Valid Responses: 239 (Nationwide: 4 elementary school students or younger, 12 junior high school students, 61 high school students, 94 aged 18-22, 36 aged 23-25, 32 aged 26-28) [Multiple choice]

■Popular Words

Phrases popular on TikTok and meme terms paired with audio tracks made the list! There was a tendency for words that allow users to insert their own phrases, such as '○○ sugite horobu' and '○○ wa sakete. ○○ wa OK. ○○ nara perfect.' Also, a parody video imitating ChatGPT saying 'Sore meccha seikai' became popular.

1st Place: '○○ sugite horobu'

Because everyone around me and I used it a lot. M!LK's popularity was overwhelming. (18 years old / University student / Fukuoka Prefecture)

*A meme originating from M!LK's song 'Sukisugite horobu!', meaning 'something happened / feelings overflow and I feel like I'm perishing.'

2nd Place: 'Meroi'

'Meroi' is becoming a word used in everyday conversation. (19 years old / University student / Shizuoka Prefecture)

*Refers to being thrilled by a gap. Often said about unintentional kindness or charm.

3rd Place: 'Frenemy'

Because I and my friends use this word often. (20 years old / University student / Tokyo)

*A portmanteau of 'Friend' and 'Enemy,' referring to someone who acts friendly on the surface but secretly undermines or subtly steals your confidence. It is spreading among high school and university students on social media as 'frenemy stories.'

■Popular Food & Drink

Korean foods like Malatang and 3D ice cream ranked high! Although Dubai chocolate originated in the Middle East, it became popular in Korea before gaining attention in Japan. Seven of the ranked items are said to be of Korean origin. 'ONICHA' in 4th place is produced by YouTuber Hikakin, and 'Ajia ni Koishite' is a collaboration product with CUTIE STREET, who ranked 2nd in the idol category, showing the momentum of IP collaboration products.

1st Place: 'Dubai Chocolate'

Because there are lines at the stores! (18 years old / University student / Tokyo)

*A chocolate sweet originating from Dubai, UAE. It features layers of fragrant pistachio paste and crispy 'kataifi' inside the chocolate.

2nd Place: 'Malatang'

Because many people were posting pictures on social media. (19 years old / University student / Kanagawa Prefecture)

*A soup-based cellophane noodle dish originating from Sichuan, China. You choose your favorite ingredients (vegetables, meat, fish paste, etc.) and have it made for you. The soup, made with medicinal spices, is expected to warm the body from within and is popular as a healthy dish.

3rd Place: '3D Ice Cream'

Because I saw it a lot on TikTok. (17 years old / High school student / Saitama Prefecture)

*'3D Ice Cream' is fruit-shaped ice cream characterized by its three-dimensional form. Its photogenic appearance on social media became a topic of conversation, attracting much attention. It offers not only a vibrant look but also a fresh, smooth texture.

■Popular Cosmetics

Products that convey a dewy, glossy look, such as lip glosses and colored contact lenses, are trending! It is also noteworthy that acne patches are shifting from inconspicuous ones to star-shaped and cute designs.

1st Place: 'Suiko Color Contact Lenses / OLENS'

I actually bought them, and I saw them a lot on X (formerly Twitter). (20 years old / University student / Chiba Prefecture)

2nd Place: 'Dew Stain Sheer Lip Gloss / milktouch'

Because I see many influencers using it. (20 years old / University student / Tokyo)

3rd Place: 'Star-shaped Acne Patch / SHEIN'

Many people are wearing acne patches. (19 years old / University student / Tokyo)

■Popular Things & Activities

Items evoking the Heisei era, such as 'Tomodachi Collection' (Tomokore), sticker albums, and Heisei purikura, ranked high! In 8th place was the Sunday drama 'Reboot,' which aired from January of this year. Theories about the drama and phrases used in it became a hot topic, especially on TikTok.

1st Place: 'Tomokore' (Tomodachi Collection)

Because celebrities were saying they play it in their private time, and it seemed to be a huge topic. (22 years old / University student / Hokkaido)

*A game first released by Nintendo in 2009.