01 · Lifestyle
The activity landscape
Over the past 6 months, which activities have you engaged in regularly — and which do you aspire to do more of in the next 6 months?
% engaged regularly / aspire to · Gen Z
China · CN
South Korea · KR
Japan · JP
Done regularly · past 6 months
Exercise, overall health management (e.g. jogging, walking, strength training)
50%▲
34%
25%▼
Resting, not doing much or doing less
38%
35%
37%
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
37%
29%▼
37%
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
33%
31%
36%
Self-development activities (e.g. reading, learning a new skill)
34%
34%
18%▼
Travel somewhere for fun, not for business
29%▲
16%▼
20%
Sports (e.g. basketball, soccer, skateboarding)
23%
18%
20%
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
28%▲
18%
15%
Visiting places that recommend by friends or social media
18%
21%
16%
Aspire to do MORE · next 6 months
Exercise, overall health management (e.g. jogging, walking, strength training)
47%▲
40%
24%▼
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
37%
34%
29%
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
37%
31%▼
36%
Self-development activities (e.g. reading, learning a new skill)
36%
44%▲
25%▼
Travel somewhere for fun, not for business
41%▲
23%▼
29%
Resting, not doing much or doing less
32%
32%
35%
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
30%▲
24%
20%
Sports (e.g. basketball, soccer, skateboarding)
25%
22%
20%
Visiting places that recommend by friends or social media (打卡)
13%
21%▲
15%
Takeaway
China is the high-activity market — leading regular exercise (50 vs KR 34 / JP 25), travel (29) and outdoor activities (28), and doubling down in aspiration (exercise 47, travel 41). Korea's distinctive ambition is self-development (44, its top aspiration after exercise). Japan runs flattest — resting (37) and socialising (37) sit level with entertainment (36), with the lowest active-row aspirations (exercise 24, outdoor 20).
02 · Sport
Sport & exercise
What types of exercise and sport did you do regularly in the past 6 months?
% among those who exercise / play sport regularly · Gen Z
China · CN
South Korea · KR
Japan · JP
Exercise types
Walking in the city/neighborhood or park in a leisure way
64%▲
44%
50%
Working out in the gym by myself (without a trainer)
29%
43%▲
32%
Exercises at home using an App
24%
25%
35%▲
Biking around the city/neighborhood in a leisure way
36%▲
25%
20%
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
12%▼
25%
22%
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy, 音疗
16%
14%
18%
Working out in the gym with a trainer
14%
15%
14%
Skateboarding around the city/neighborhood in a leisure way
14%
15%
5%▼
Sports played (NET rows: Mass / established, Emergent)
Mass / established
Mass / established
92%▲
76%
78%
Running (Road running, trail running, cross-country, track & field, marathon)
56%▲
30%
31%
Emergent
E-sports (e.g. gaming)
15%
31%▲
15%
Cycling (road or mountain, including racing)
12%
8%
11%
Snowsports (e.g. skiing, snowboarding, ice-skating)
3%
5%
6%
American football / flag football
1%
2%
3%
Boxing/combat sports (e.g. boxing, Thai boxing)
3%
3%
5%
Water sports (e.g. standup paddle boarding, surfing, diving)
4%
4%
2%
Skateboarding (traditional board)
5%
7%
2%
Action sports (BMX, motocross, etc.)
1%
5%
2%
Rock climbing (indoor or outdoor)
4%
5%
4%
Long board / free board
3%
2%
2%
Takeaway
Walking leads everywhere, peaking in China (64). China is the classic-sports market — running (56 vs ~30 elsewhere), basketball (40 vs KR 12 / JP 14), badminton (24) and ping pong (17). Korea's signatures are the solo gym (43), soccer (31) and e-sports (31, double the other markets). Japan works out at home by app (35, significantly ahead) and skews to golf (13 vs CN 3 / KR 7). Group fitness is a Korea/Japan habit (25/22) that China largely skips (12).
04 · Travel
Travel
Where did you go and what triggered your trips (domestic, international and staycation)?
% who travelled in each mode · Gen Z · NET ‘travelled for fun P6M’: CN 23 · KR 19 · JP 18
China · CN
South Korea · KR
Japan · JP
Destination types
Domestic
Well-known nature (mountains, lakes, etc.)
76%▲
42%▼
62%
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
62%▲
46%
46%
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
60%▲
31%
44%
Small towns/villages
25%
46%▲
28%
Remote, niche nature that are not discussed much among friends or on social media
34%
26%
22%
International
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
65%
60%
85%▲
Well-known nature (mountains, lakes, etc.)
71%
62%
53%
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
73%▲
40%
35%
Small towns/villages
15%
25%
25%
Remote, niche nature that are not discussed much among friends or on social media
21%
21%
28%
Staycation
Well-known nature (mountains, lakes, etc.)
53%
41%
65%
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
42%
59%
42%
Small towns/villages
53%
41%
45%
Remote, niche nature that are not discussed much among friends or on social media
43%
25%
26%
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
36%
44%
35%
Trip triggers
Domestic
I travel regularly so I didn’t have a specific goal
48%
36%
57%
To relax on the beach / in the hotel
29%
40%
29%
For some other cultural events
40%
32%
22%
For a concert (e.g. Fuji Rock Festival)
33%
24%
17%
To watch a sports event (e.g. 2024 Paris Olympics, 2024 US Open)
22%
11%
12%
For a film festival
29%▲
14%
7%
To participate in a sports event (e.g. marathon, triathlon, ski)
16%
15%
7%
International
To relax on the beach / in the hotel
35%
40%
45%
I travel regularly so I didn’t have a specific goal
40%
48%
55%
For some other cultural events
38%
31%
20%
For a concert (e.g. Fuji Rock Festival)
35%
19%
15%
To watch a sports event (e.g. 2024 Paris Olympics, 2024 US Open)
21%
15%
18%
To participate in a sports event (e.g. marathon, triathlon, ski)
29%
15%
13%
Cruise ship trip
21%
15%
10%
For a film festival
19%
12%
13%
Staycation
I travel regularly so I didn’t have a specific goal
47%
28%
52%
To relax on the beach / in the hotel
26%
47%
32%
For a concert (e.g. Fuji Rock Festival)
32%
34%
26%
For some other cultural events
26%
31%
39%
For a film festival
17%
34%
19%
To participate in a sports event (e.g. marathon, triathlon, ski)
13%
34%
23%
To watch a sports event (e.g. 2024 Paris Olympics, 2024 US Open)
25%
22%
19%
Cruise ship trip
4%▼
22%
26%
Takeaway
China travels with intent — domestically to marquee nature (76), theme parks (62) and big cities (60), and internationally it keeps the theme-park habit (73) while over-indexing on event travel (concerts 35, taking part in sports events 29). Korea's domestic escape is small towns (46, significantly ahead) and beach/hotel resets (40). Japan is the least purposeful traveller — 'no specific goal' leads at 57 domestic / 55 international — and defaults to big cities abroad (85).
05 · Leisure
Leisure & entertainment
What do you do for fun outside work/school, and which entertainment, arts and culture activities do you do?
% of Gen Z
China · CN
South Korea · KR
Japan · JP
For fun, outside work / school
Watching TV / movies
56%
56%
53%
Playing video games
43%
43%
41%
Going to shows / concerts / sports events
16%▼
25%
23%
Listening to music
51%▼
61%
61%
Reading a book (fiction or non fiction)
22%▼
32%
31%
Outdoor activities
71%▲
61%
53%▼
Hiking / camping
16%▲
9%
10%
Hanging out with friends
48%
48%
52%
Going to bars / cafes
16%
24%▲
20%
Attending parties
18%▲
10%
9%
Creative hobbies
49%
55%▲
43%▼
Making music / playing music
18%▲
14%
11%
Drawing / painting / crafting
15%
12%
15%
Food-related activities
49%▲
41%
37%
Cooking / baking
29%
28%
26%
Trying out new restaurants
32%▲
19%
21%
Entertainment, arts & culture
Watching TV/movies at home
48%
52%
54%
Watching movies in a cinema
51%
47%
40%
Going to concerts, shows, theaters, stage performance
23%
27%
32%
Visiting theme parks (e.g. Disney, Universal Studio, LEGO Land, Ocean parks)
32%
17%▼
26%
Going to store events (e.g. store opening, collaborations events, pop-up stores)
16%
18%
21%
Visiting museums, or art exhibits
19%
19%
15%
Attending sharing events of personal experience, knowledge, books, etc.
14%
19%
5%▼
Outdoor movie night/event
12%
11%
9%
Takeaway
For fun, the markets look alike at the top (entertaining 73–77 everywhere) — the split is beneath: China takes its fun outdoors (71 vs KR 61 / JP 53) while Korea and Japan lean into relaxation (76/73 vs CN 62). In entertainment, China goes out — cinema (51), shopping (44), theme parks (32); Japan stays in (home TV/movies 54) but shows up for concerts (32); Korea splits the difference and over-indexes knowledge-sharing events (19 vs JP 5).
06 · Community
Social & community leisure
How do you socialise, and which interest-based clubs or communities do you belong to?
% of Gen Z
China · CN
South Korea · KR
Japan · JP
Socialising & connecting
Go to restaurants/bars
41%
40%
41%
Shopping together
38%
27%▼
47%▲
Go to coffee shops
33%
41%
40%
Playing video games with friends
36%
31%
25%
Going to park / picnic together
27%
20%
15%
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
14%▼
21%
21%
Hosting friends and make drinks at home / Home bars 家庭酒馆
15%
15%
4%▼
Social events with people of shared traits/features, e.g. MBTI theme social / i人聚会
19%
13%
5%▼
Go to museums or exhibits together
15%
15%
12%
Neighborhood events or activities
15%
11%
6%
Social events with fellow pet owners
6%
8%
7%
Interest clubs / communities (NET rows: Sports groups, Brand related)
Groups of other interests
Groups of other interests
53%
51%
36%▼
Film clubs 电影爱好者俱乐部
12%
12%
6%▼
Camping club 户外露营俱乐部
13%▲
6%
4%
Photography clubs 摄影爱好者社团
14%▲
7%
3%▼
Music band自己组建的乐队
4%▼
10%
9%
Animation club 二次元/动漫爱好者社团
11%
9%
7%
Fan club (of celebrities)
7%
11%▲
7%
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
9%
7%
4%
Sports groups
Skateboarding group
8%
7%
3%▼
Brand related
Groups of certain brands (e.g. car brands, sports brands)
22%▲
17%
13%▼
Brands hosted beverage & alcohol related groups (e.g. tasting club)
18%
16%
9%▼
Brands hosted art & craft related groups (e.g. hand craft club)
17%▲
13%
9%▼
Brands’ VIP exclusive premium clubs
11%▲
8%
5%
None of the above 1
50%▼
61%
66%
None of the above 2
57%▼
64%
74%▲
None of the above 3
47%
49%
64%▲
Takeaway
Everyone meets over food (restaurants/bars ≈40 in all three), then habits diverge: Japan socialises by shopping together (47, significantly ahead) but joins the fewest clubs (interest groups 36 vs CN 53 / KR 51). China's club scene is outdoorsy-creative — camping (13), photography (14) and book clubs (12) all lead significantly. Korea's clubs are fandom and games — fan clubs (11), board games (9), singing clubs (8). Home hosting / home bars is a China–Korea habit (15 each vs JP 4).
07 · Rest & drive
Rest, motivation & learning
What do you do when resting, and why do you pursue hobbies and learning?
% among the relevant sub-group · Gen Z
China · CN
South Korea · KR
Japan · JP
When resting / doing less
Quiet time relaxing and doing nothing
57%
54%
54%
Listening to music
63%
56%
64%
Quiet hobbies (e.g., knitting)
28%
21%
29%
Spending time with my pets
15%
22%
15%
Caring for plants at home
19%
15%
8%▼
Self-development activities
Learning a new skill (e.g. instrument, driving, painting)
41%
35%
41%
Applying a new tool to manage knowledge and information (e.g. Notion)
38%▲
28%
22%
Enrolling in online courses
32%
24%
18%
Reading magazines, articles, digital or paper form
17%
25%
23%
Learning or studying together with a buddy/friend
20%
25%
24%
Attending forums, speeches, lectures after school/work
23%
17%
13%
Attending short-term camps (e.g. coding camp)
16%
16%
10%
Weekend/Night school
12%
9%
9%
Why spend more time on hobbies
[Mental health/Self-care] They bring me happiness
63%
57%
65%
[Mental health/Self-care] To relieve stress from work / school
45%
54%
57%
[Sense of purpose] They align with my personal belief and values
50%
39%
42%
[Better use of time]I want to use my time better outside work / school
37%
36%
34%
[Value of autonomy] It’s a way of me prioritizing independence
32%
43%▲
33%
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
40%
34%
35%
[Inspiration from social] I was inspired by what I saw people are doing on social media
33%
36%
34%
Why spend more time learning
[Personal growth] Acquiring new skills can enhance my life and personal growth
47%
48%
51%
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job
34%
43%
31%
[Enhancing career] Acquiring new skills can help enhance my career
36%
38%
44%
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
39%
27%
39%
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
39%
29%
18%
[Inspiration from social] I was inspired by what I saw people are doing on social media
22%
28%
22%
[Mental health] To relieve stress from work / school and manage negative emotions better
26%
23%
23%
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
26%
18%
22%
[Better use of time] I want to use my time better outside work / school
15%▼
27%
31%
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
17%
18%
16%
Takeaway
Rest looks the same everywhere — quiet time (54–57) and music (56–64). The 'why' differs: hobbies bring happiness in all three markets, but Japan and Korea lean on them for stress relief (57/54 vs CN 45) while China pursues purpose and identity (50). Learning is universally about personal growth (47–51); Korea learns to stay prepared (43), Japan for career (44), China to build something of its own — entrepreneurial drive 39 vs JP 18.
08 · Lightning round
Lifestyle & lightning round
Cross-market single-answer attitudes from the 25W2 lightning round that frame leisure and lifestyle choices.
% of Gen Z · single answer
China · CN
South Korea · KR
Japan · JP
What feels like luxury
Having no financial anxiety
27%▲
15%▼
20%
High-quality basics (clothes, skincare, tech)
44%
43%
19%▼
Won’t compromise on, even if prices rise
Experiences (travel, concerts, etc.)
8%▼
14%
21%▲
When prices go up
Cut back on non-essentials
36%
26%▼
31%
Look for cheaper alternatives
13%▼
37%
35%
Buy less overall
19%
27%▲
20%
Financial optimism
Very optimistic
38%▲
20%
12%▼
Cautiously hopeful
24%
27%
35%▲
Trust in social media
Global tension makes me feel
Motivated to stay informed
52%▲
40%
33%▼
Numb – it’s too much
11%
16%
14%
Indifferent – doesn’t affect me much
29%▲
17%
16%
#1 financial priority
Spending on things that bring joy
40%▲
25%▼
33%
Supporting family
9%
12%
12%
What matters most in a job
Stability & benefits
28%
30%
28%
Flexibility & freedom
24%
20%
26%
Mission & purpose
10%
10%
14%
Salary & growth potential
38%
39%
32%▼
GLP-1 weight-loss meds
They are changing body standards
17%▲
12%
10%
They are mainly a health solution
19%
19%
14%▼
They create unhealthy pressure to be skinny
20%
25%
22%
They don’t really affect society
9%
10%
8%
The perspective that skinny is more beautiful is back
8%
13%
10%
Not familiar enough to say
27%
20%▼
35%▲
Alternative finance (crypto)
Traditional systems feel too slow
8%
8%
8%
Traditional systems feel unfair
6%
10%
8%
Higher returns are worth higher risk
17%
30%▲
17%
Lack of trust in banks or institutions
7%
9%
9%
Influence from social media or peers
11%
11%
15%▲
Optimistically embracing unconventional opportunities
21%▲
11%
9%
People truly believe in alternative finance
10%
9%
7%
Not familiar enough to say
19%
13%▼
28%▲
Biggest long-term threat
Climate and environmental collapse
24%
21%
21%
War or geopolitical conflict
24%
17%▼
28%
Technology or AI risks
14%
21%
17%
Economic system failure
13%
21%▲
14%
Individuals who abuse their power (political, wealth, or technological, etc.)
18%
16%
13%
I don’t believe there is a major threat
7%
4%▼
7%
‘Masculinity’ content
I welcome it – the society needs views like this to be more balanced
22%▲
7%▼
12%
They provide useful guidance
28%▲
18%
17%
Some are positive, some are harmful
31%▼
43%
39%
They promote unhealthy values
5%
12%▲
6%
I avoid this kind of content
1%▼
5%
5%
Not familiar with it
13%
16%
23%▲
Being single today
More freedom and independence
34%
34%
27%▼
Emotional needs are harder to meet
11%
12%
9%
Less social pressure than before
12%
14%
12%
A normal way of living – no better or worse than having a spouse
28%
22%
24%
AI & jobs (next 3 yrs)
Create more jobs than it replaces
19%
16%
15%
Replace many existing jobs
14%▼
35%▲
26%
Change how most jobs are done
31%▲
25%
21%
Mostly affect certain industries only
21%
16%▼
21%
Still too early to tell
14%
8%▼
16%
View of the ultra-rich
They deserve their wealth
17%
21%
14%
They should contribute more to society
31%
28%
29%
Their wealth is a sign of system imbalance
17%
17%
16%
Their wealth is a result of innovation
21%
19%
17%
I don’t have strong feelings
14%
15%
23%▲
Global institutions should focus on
Human wellbeing and basic needs
15%
16%
11%▼
Economic stability and growth
30%
31%
29%
Climate and environmental protection
20%
21%
13%▼
Peace and conflict prevention
28%
26%
36%▲
I don’t trust global institutions
7%
6%
12%▲
What defines global pop culture
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
12%▼
21%
17%
AI-created and AI-assisted content (music, visuals, stories)
32%
28%
23%▼
Interactive digital worlds (gaming, metaverse, virtual experiences)
17%▲
7%
6%
Streaming entertainment (film, TV, K-content, global series)
10%▼
21%▲
16%
Musica scenes and fan communities
4%▼
8%
14%▲
Fashion, design, and visual aesthetics
11%▲
8%
7%
I don’t have a strong opinion on this
14%
7%▼
16%
Greatest advantage in the job market
Having the right degree / diploma
8%▼
12%
14%
Having strong, up-to-date skills
20%
18%
22%
Having the right connections
22%▲
12%▼
16%
Having proven experience
18%
23%
20%
Knowing how to embrace AI at work
21%
20%
11%▼
It depends on the field
9%▼
15%
16%
Takeaway
China is the financial optimist (very optimistic 38 vs KR 20 / JP 12) and the most insulated from rising prices (no change 32). Japan is the cautious pole — pessimistic 26, cautiously hopeful 35 — and treats travel (34) and experiences (21) as its luxury. Korea trades down hardest when prices rise (cheaper alternatives 37, buy less 27) and won't give up alcohol (17) or fashion (12). Food is the universal non-negotiable (27–38); for China and Korea luxury means high-quality basics (44/43 vs JP 19).
Social & community leisure
How do you socialise, and which interest-based clubs or communities do you belong to?
Everyone meets over food (restaurants/bars ≈40 in all three), then habits diverge: Japan socialises by shopping together (47, significantly ahead) but joins the fewest clubs (interest groups 36 vs CN 53 / KR 51). China's club scene is outdoorsy-creative — camping (13), photography (14) and book clubs (12) all lead significantly. Korea's clubs are fandom and games — fan clubs (11), board games (9), singing clubs (8). Home hosting / home bars is a China–Korea habit (15 each vs JP 4).