KEMA Column

2026 Summer Trend Roundup: From Gourmet to Hair

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"What is everyone into lately?" Open your social media, and you'll see unfamiliar sweets lining up; walk down the street, and you'll spot new silhouettes swaying. Trends move so fast that you might find yourself falling behind before you know it. For those feeling this way, this article provides a complete summer 2026 roundup of what’s trending in Japan right now—from food, fashion, and accessories to social media, makeup, and hair. By the time you finish reading, you'll have a clear, connected picture of what "now" feels like this summer.

Gourmet: "Dubai Chocolate Mochi" and "Yoajung"—Sweets Evolve

This summer, "Dubai Chocolate Mochi" is dominating the food category in Gen Z trend rankings. It’s an evolution of the Dubai chocolate that became a worldwide sensation last year, featuring pistachio paste and shredded phyllo dough (kadaif) wrapped in marshmallow-like mochi. The contrast between the crunchy texture and the chewy skin is perfect for social media, which helped it spread instantly.

Just as popular is "Yoajung," a specialty Greek yogurt shop. The style—topping thick, strained yogurt with fruits, granola, and honey to one's liking—has gained support as a "guilt-free treat." Furthermore, "3D fruit ice cream" that looks like real fruit has also emerged. What they all have in common is that they are trends originating from Korea that are now settling into the Japanese market. Food trends now cross the sea and back in a matter of months.

Fashion: The Star is the "Balloon Pant." Theme: "Constructed Negative Space"

The keyword for summer 2026 fashion can be summed up as: "the coexistence of polish and ease." Balloon pants, with their silhouette that puffs out toward the hem, are the season's star item. The streets are filled with styles that look structured yet relaxed, such as short-sleeved jacket sets and waist-cinching belt styles. Sheer fabrics like lace remain popular, but the modern way to wear them is to tone down the sweetness through partial use or asymmetry. Vibrant red and navy—replacing black as the go-to basic—are the two major color trends.

Looking at the details, bold designs from Gen Z—like "side-slit denim" and "chrome nails" topped with 3D cross motifs—are also making their mark. Perhaps the mature way to engage with trends is not to wear them head-to-toe, but to incorporate just one piece into a classic outfit.

Accessories: For Bags and Umbrellas—The Invention of "Identifier Accessories"

An interesting trend in small items this year is "identifier accessories" (Mejirushi). These are small charms found in capsule toy machines that people attach to their personal belongings, like umbrellas, water bottles, or pouches, to "mark" them as their own. It’s caught on with adults as well, combining the practicality of preventing vinyl umbrella mix-ups with the joy of decorating items with one’s favorite colors or motifs.

In the world of characters, "Esther Bunny," a rabbit with curved ears and teary eyes, is leading the pack. This character also hails from a Korean artist. Meanwhile, characters born in the 2000s are being re-examined in the "Heisei Retro" boom, reflecting the current Japanese penchant for mixing the nostalgic with the new.

SNS: "Punch-Hole Collages" for Photos, "Mini Vlogs" for Video

Social media trends are also unmissable. In photo editing, "punch-hole collages," which involve cutting photos into star or heart shapes, are popular—another trend originating from Korea. For video, the "mini vlog"—condensing everyday life into 30 to 60 seconds—has become the standard. Instead of crafting long videos, this style of capturing "fragments of the day" with a snappy tempo seems like a new way to interact in an era of social media fatigue.

Furthermore, "AI editing" to create images of an idealized world has become commonplace. Now that taking, enhancing, and preserving photos and videos has become so effortless, it’s likely not just us who find ourselves checking for the "shine" of our hair in those pictures and videos.

Beauty: Keywords are "Gloss," "Muted Colors," and "PDRN"

The makeup trend is all about overwhelming "gloss." In this year’s Gen Z trend rankings, pearl-finish tone-up bases took first place. Luminous, dewy skin that looks like it's glowing from within is the star. In color selection, "muted colors"—with lower saturation—are rapidly rising. Nuance colors with a touch of dullness, such as mauve, brown, and nude, are spreading across makeup, fashion, and hair color alike. Interestingly, the "Heisei Gyaru" style is also having a revival, following the Y2K trend.

In the world of ingredients, the skincare component "PDRN" garnered the most attention in the first half of 2026. Originating from Korean aesthetic medicine for its efficacy in improving firmness and luster, its mentions in press releases have grown 1.5 times compared to the previous year. Beauty trend surveys show that terms like "lightweight," "smooth texture," "transparency," and "frizz/wave care" have significantly increased in the hair care sector, indicating that interest in hair is shifting from "color and shape" to "the material itself."

Hair: The 2026 Motto is "Effortless"

And the area KEMA is watching most closely is hair trends. The motto for hair in 2026 is "Effortless." Rather than highly styled, structured looks, styles that bring out the "natural beauty of the hair"—its inherent shine, flow, and movement—are preferred. As a reaction to the high-tone boom, "darker & muted" colors are now mainstream. Shades like greige, olive, and brown are favored, allowing for enjoyment while minimizing hair damage. In cuts, face-framing layers remain popular, and nuance perms that reduce the hassle of morning styling are also gaining attention.

You may realize something here: effortless hair is, in fact, the style that is hardest to fake. While you could hide dryness or frizz with styling products in a curled, elaborate hairstyle, in a style that shows "raw hair," those things directly affect the finished look. In other words, the star of the 2026 hair trend isn't the cut or the color, but the texture of the hair itself. This connects directly to the Korean hair care philosophy of treating hair as something you "nurture daily, just like skincare."

Popular KEMA Items Supporting Effortless Hair

"Effortless, yet beautiful" hair is born from the accumulation of daily care. KEMA is a Korean hair care brand that uses advanced liposome technology to deliver repair ingredients to the interior of the hair. We have selected items that support this year's trends of "lightness" and "gloss."

KEMA Penta S Oil

For a natural glossy finish

It's an oil that doesn't feel sticky, leaving hair silky smooth. Apply as a finishing touch to get that "elegant shine" and smooth texture essential for effortless hair.

¥5,940 (tax included)

KEMA Leave-in Balm

For the "lightweight" preference

A leave-in light treatment that blends in lightly without weighing hair down. It tames frizz and flyaways while achieving a natural, cohesive look.

¥5,500 (tax included)

KEMA Trial Set (50mL×3)

For your first KEMA experience

A 50mL size set to thoroughly try our three popular items. For those who want to experience "nurturing care" for one week. Limited quantity available.

¥2,980 (tax included)

The Korean Aesthetic Inherited by KEMA

Sweets, editing apps, characters... watching Japanese trends in 2026, it's surprising how naturally Korean culture has blended into daily life. And no matter how many trends come and go, what flows at their core is surely the wish to "be beautiful, comfortably and without strain." The aesthetic of order, balance, and harmony that KEMA cherishes is rooted in that same place. The joy of chasing trends and the time spent quietly nurturing your hair—a "material for life"—are both yours to enjoy this summer.