“Opanchu Usagi,” the most popular character among junior high and high school students right now!
"Opanchu Usagi" is a character created by the popular creator "KAWAISOUNI!" The concept is "I'm doing my best but my efforts do not pay off," and its two-panel comic is posted on its official X (formerly Twitter) account.
In a research regarding "2023 Trends" conducted by GMO Media, they surveyed 1,062 female junior high and high school students from November to December 2023, and "Opanchu Usagi" was ranked no. 1 in a ranking of the "Popular Characters of 2023," beating out "Chiikawa,” showing that it is currently the most popular character among young people.
Material from PR Times translated by VALUES
"Chiikawa,” a story that lets you empathize with pitiful situations
"Chiikawa" is a story about a timid and helpless character who, despite being prone to getting into trouble, somehow survives in a tough world, and it seems to resonate with the public.
Material from the Chiikawa website translated by VALUES
日本国内のみにとどまらず、海外でも流行の兆しがみられる『ちいかわ なんか小さくてかわいいやつ（以下『ちいかわ』）』。 本作には“ちいかわ”の他、“ハチワレ”や“うさぎ”など、動物をモチーフ
「ちいかわ」ファンを分析！大人がハマる理由は？企業コラボで推し活促進も (Only in Japanese)
https://manamina.valuesccg.com/articles/2873近年、キャラクター「ちいかわ」が大人たちの間で急速に人気を集めています。今回は、「ちいかわ」ファンの人物像を分析することで、彼らがこの可愛らしいキャラクターに魅了されてしまう理由を探ります。さらに、様々な企業とのコラボレーションが「ちいかわ」ファンの推し活にどのような影響を与えているのか、そのマーケティング戦略や推し活実態についても考察します。
■“Cat memes” that convey misfortune in a cute way
“Cat memes” are videos made using cut-out footage of cats. Many of the videos posted are reenactments of real-life unfortunate scenes that provoke empathy, such as a cat being scolded by its boss.
One of the defining features of cat memes is that they can convey unfortunate scenarios that people want others to relate to and empathize with but find difficult to explain, and they can do this in a light and fun way, taking advantage of the cuteness and humor unique to cat memes.
■“Yadana Exhibit,” a collection of unpleasant moments that lurk in everyday life
The “Yadana Exhibit” was held for the first time in February 2023. The novelty of the concept and the relatability and empathy it provoked drew attention, and it became so popular that tickets sold out.
Material from PR Times translated by VALUES
■A stuffed toy that embodies the “small despairs” of everyday life
This is a work by the account name “Makosun,” which is currently trending on X (formerly Twitter). The stuffed toys depict scenes that would make you feel a little sad, such as “beer with too much foam” and “broken makeup foundation.”
Material from Masukon’s official X account translated by VALUES
The key to the trend is “life-size realism” and “pitiful situations that make you want to root for them”
The commonalities between these are that they take unpleasant everyday scenarios and turn them into content that makes you chuckle, they depict relatable misfortunes and negative experiences, and they are realistic. This perspective, especially when with the characters, can make people feel sorry for the “pitiful situation” so much so that “you want to root for them.”
It seems that such straightforward content with a modest topic has been more likely to generate buzz in recent years. It will be interesting to keep an eye on what new trends will emerge while also effectively grasping consumer insights.
Born and raised in the Bay Area, U.S.A, I was fascinated by the different social and purchasing behaviors between Japanese and American consumers. I studied communication for undergrad and international marketing for my graduate studies. My professional background is in bilingual recruitment and Japanese-English translation.