SNS 'Communities' Drive Consumer Behavior: KEEN Releases 'K-wai Report 2026' for Free

KEEN Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Kazuha Ogura; hereinafter 'KEEN') has today released the 'K-wai Report 2026,' which analyzes the 'K-wai' (SNS-formed communities) using a proprietary framework. Aimed primarily at marketers and brand managers, the report offers a structural understanding of these communities, detailed analysis of notable 'K-wai' in 2026, and specific approaches for companies to engage with them.

Background of the Report

Traditional demographic information such as age, gender, and residence is becoming insufficient to accurately capture the profile of consumers in the SNS era. Due to SNS algorithms, individuals are surrounded only by information matching their own interests (filter bubbles). For example, even among women in their 20s, the information received and purchasing behavior differ drastically depending on the community, such as 'Skincare K-wai,' 'Fandom K-wai,' or 'Overworked Office Worker K-wai.'

KEEN's consumer survey (n=375) revealed that 91% of individuals belonging to some form of community have their purchasing behavior influenced by information from those groups. This report summarizes practical insights for companies and brands to leverage these groups that directly influence purchasing.

Main Contents of the Report

[Chapter 1: What is 'K-wai'?] Explains the definition of 'K-wai' and the mechanism by which they expand through interactions between individuals, creators, companies, and SNS algorithms.

[Chapter 2: Why do 'K-wai' drive consumption?] Proves the mechanism where belonging to a 'K-wai' generates 'unconscious purchasing influence' using consumer survey data (n=375). Influence is notably high in food, beauty, and fashion for women, and content-related areas for men—analyzing influence by genre.

[Chapter 3: Types of 'K-wai' and 12 Notable 'K-wai' for 2026] Categorizes 'K-wai' into three types and details 12 notable groups for 2026 (e.g., Mom-account K-wai, Beauty K-wai, Sweepstakes K-wai, Hobby K-wai).

[Chapter 4: How should companies approach 'K-wai'?] Introduces key points for leveraging these communities in marketing activities.

About KEEN Inc.

KEEN Inc., a provider of 'K-wai marketing' support services utilizing generative AI, was established in 2019 with the vision of 'creating a movement that liberates people from excuses and changes the world by working individuals having a third community.' The company develops 'KEEN K-wai DB,' a database that visualizes and analyzes the heat of specific interest communities, and provides marketing support. By analyzing the passion of fans, which tends to be subjective, it supports corporate marketing activities and works to create sustainable economic ecosystems rather than short-lived buzz. It has obtained ISO/IEC 27001 information security certification and has raised capital from companies including FreakOut Holdings, Inc.