Rakuten Insight released findings from its 'Asking Big Data' survey, comparing lifestyle trends of Japanese people in their 20s from 2024 to 2026. Three key trends emerged: a renewed interest in traditional Japanese culture, increased participation in stock investments, and proactive trial of health supplements. The analysis suggests a shift toward 'Invest Performance' (In-Pa), where young consumers prioritize long-term value, ROI, and measurable outcomes over simple low pricing. This investment-centric mindset influences their choices in both financial assets and lifestyle products.