80% of People Aged 10s-60s Belong to a 'Kaiwai' Community, Evolving from a Gen Z Trend to a Consumer Foundation for All Generations

KEEN Inc., a leader in 'Kaiwai' (community/circle) marketing, conducted the '2026 Survey on Consumption Behavior in Kaiwai Communities,' targeting 375 men and women aged 10 to 60. The survey found that approximately 80% of respondents feel they belong to some form of community, with about three out of five people in their 50s and 60s also identifying as community members. Furthermore, 91% of community members reported that they have purchased products based on information within these circles, indicating a significant impact on purchasing decision-making.

By age group, people in their teens and 20s consider 'asking the community' a prerequisite for consumption, with increased spending triggered by these circles among those in their 20s. Meanwhile, those in their 30s and 40s maintain stable consumption patterns tailored to their lifestyles, while those in their 50s and 60s prioritize non-monetary values such as information gathering and building human relationships over financial spending. Membership in these circles contributes to the happiness of more than 60% of respondents.

Kazuha Ogura, Representative Director and Founder & CEO of KEEN Inc., analyzes that 'Kaiwai is not merely a buzzword, but a new information space formed by SNS and AI algorithms,' pointing out that this infrastructure for information selection is expanding from the younger generation to all age groups. The paradigm has shifted from the former search-based information exploration to the current algorithm-recommended community-based consumption. For further details, please refer to the 2026 Kaiwai Report now available.