Kaiwai: What this Japanese Word Means – and Why it’s Trending

If you’re active in Japanese-language spaces online, there’s a good chance you’ve come across the word kaiwai (界隈) recently. This term has been trending on Japanese social media, especially among Gen Z, and frequently appears on platforms like TikTok and X. But what does this word mean, and why did this word become so popular?

Welcome to the “Kaiwai” Neighborhood

What does the term “kaiwai” (界隈) mean, exactly? The word’s base meaning doesn’t give much of a clue about its current virality. Its dictionary meaning is essentially “neighborhood,” or perhaps “vicinity.” A fairly basic term, and relatively common, it’s often used in combination with a place name. So, 「浅草界隈」(“Asakusa Kaiwai”) would mean “the Asakusa area.” 

Following the dawn of the internet age, the word gained a second usage – one for specific online communities – of “clique” or “circle.” So, 「インスタグラム界隈」(“Instagram Kaiwai”) means “Instagramers,” and 「Twitter界隈」(“Twitter Kaiwai”) refers to the Site Formerly known as Twitter’s userbase. 

This led to a third meaning: fandom. Love the all-woman Takarazuka theater troupe? Well, then you just might be part of the “Takarazuka Kaiwai.” Big on nature and hiking? Then you’re likely part of the 「自然界隈」(“shizen kaiwai”) – “nature fan club.”

Kaiwai on a Roll

Kaiwai gained some extra recognition when the 2024 New Words and Buzzwords Awards, an annual event that draws significant attention in Japan, recently announced its thirty nominated words. This year’s nominees include buzz-worthy terms like the “50-50”, a reference to the record set by baseball star Shohei Ohtani in Major League Baseball.  Coming in first was “acai bowl” (a reference to the renewed popularity of this yogurt dish). Second was “seal preschool” (アザラシ幼稚園, referencing a viral seal rescue center in the Netherlands). Third was “inbound-don” (インバウン丼), rice bowls (don) made using expensive ingredients for cash-rich tourists (the “inbound” in question). Among these popular terms, kaiwai ranked fifth on the list. 

Recently, LINE Yahoo Corporation has released a report titled “What is Ino Tadataka Kaiwai (猪忠敬界隈）? Analyzing the Kaiwai Trend Through Search Data.” The report used big data drawn from its search engine to examine the popularity of terms using“ xx – kaiwai.” The study revealed a significant spike in searches containing kaiwai in May 2024, with the number of searches more than doubling compared to October 2023. The most searched keyword that month was “furo (bath) cancel kaiwai（風呂キャンセル界隈）.” This term refers to people who find bathing troublesome, and end up canceling their previous plans to hit the showers.  After this idea took off on social media, derivative terms such as “sleep cancel kaiwai（睡眠キャンセル界隈）” also began to emerge.

A Kaiwai Revolution

The analysis additionally uncovered several emerging terms related to kaiwai, reflecting trends in Japanese social media and popular culture. For example, “Ino Tadataka kaiwai” refers to people who enjoy long-distance walking, inspired by explorer Ino Tadataka. Another term, “Shizen kaiwai（自然界隈）,” describes people who enjoy natural spots or related activities, such as visiting mountains, rivers, and oceans. “Katame kaiwai（片目界隈）” refers to the trend of posting selfies showing only half the face or one eye on social media. “Kaiten kaiwai（回転界隈）” captures the trend of sharing videos of oneself spinning to music on social platforms. These new terms show how kaiwai continues evolving, reflecting aspects of contemporary Japanese culture.

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Past search trends reveal that until 2020, kaiwai was frequently searched alongside otaku (nerd) subculture terms. This indicates that kaiwai was primarily associated with otaku culture – in other words, anime, manga, and other niche interests. However, recent years have seen significant changes in the word’s usage. Adopted in various contexts on social media, kaiwai now carries a broader meaning.

Given current trends, the analysis suggests that kaiwai terms will continue emerging and appearing in everyday life. For example, “kaiwai hayari（界隈　流行り)” (“kaiwai trending”) reached 14th place in the keyword rankings for kaiwai searches from October 2023 to October 2024.

The “We Prefer Not to Bathe” Tribe

The media took notice of the kaiwai trend thanks to one buzzword: “Furo cancel kaiwai,” referring to people avoiding baths. Originating from posts expressing reluctance to bathe, the trend sparked mixed reactions online. Some empathized, commenting, “I get it!” Others weren’t so empathetic, making posts like “that’s unclean” and “taking a bath is the least you can do.” 

The trend seems to have started with a post on X on April 28, where a user wrote, “I really hate bathing,” and recommended dry shampoo as an alternative. The post garnered over 30,000 likes, and the term “furo cancel kaiwai” emerged in the replies. As the conversation expanded, users shared products and tips for avoiding bathing. Criticism followed, with some calling it “nothing but unclean” and “so smelly it’s bothersome.” The phrase has since spread to other social media platforms, such as TikTok, where street interviewers ask young people when they last bathed.

In a recent survey conducted by Shueisha in Shibuya, 9 out of 100 people identified as part of the “furo cancel kaiwai.” In Japan, personal hygiene is highly valued. Bathing is deeply ingrained in the culture, with showers serving as a way to cleanse both the body and mind after a long day. Daily showers are considered essential for maintaining good health and are part of most people’s routines, regardless of the weather or season. Additionally, washing hair daily is the norm, as there is no concept of “hair wash days” commonly found in other parts of the world.

Is it a sign of depression?

While some individuals simply dislike bathing, others express a desire to bathe but find actually doing so difficult. A woman in her 20s working in sales shared her experience in an interview with Shueisha: “On days when I’m exhausted from work or come home drunk, I sometimes skip removing my makeup and go straight to bed. I know it’s unhygienic and bad for my skin, and I would prefer to bathe daily, but I end up skipping it about three times a week. In the morning, I don’t have time for a proper shampoo, so I quickly reapply my makeup before heading out. I worry that people might think I smell on the crowded train or at work. If I do, I apologize.“

The term “depression furo cancel kaiwai（うつ病風呂キャンセル界隈）” emerged as users noticed a mix of people who dislike bathing and those unable to bathe due to depression. Some expressed frustration, saying, “It’s not just about hating baths or being unclean,” and “It’s unfortunate that only the term ‘furo cancel kaiwai‘ spread, without acknowledging the depression behind it.”

This confusion grew, especially among users who enjoy bathing under normal circumstances. They argue that avoiding baths is not about laziness but a deeper issue related to mental health struggles.
Experts like Dr. Kasuga Yuichiro from Fuchu Kokoro Clinic explain that depression can severely affect motivation and energy. Even simple tasks like bathing, which require cognitive effort, can feel overwhelming. Dr. Kasuga emphasizes that not wanting to bathe doesn’t always signal depression, but may point to fatigue or cognitive decline. He advises against pressuring individuals with depression to bathe, urging friends and family to be understanding and avoid forcing others into activities they may not be able to manage.

What’s the Appeal to Gen Z?

Gen Z is often associated with a strong appreciation for diversity and individuality. However, by aligning with specific kaiwai, they may be expressing their personal preferences and discovering new aspects of their identities, according to Zettomo from the digital marketing company Canvas.

In addition to kaiwai, trends like MBTI tests, personal color analysis, and body shape assessments have become popular tools for self-exploration. Through these methods, individuals express their uniqueness by connecting with various communities and categories, merging them like puzzle pieces. This helps them build connections with others and fosters a sense of mutual understanding and empathy.

For Gen Z, collecting and sharing information based on their interests and traits has become second nature. By defining their kaiwai, they gain access to customized information and experiences that cater to their specific needs and desires.

So, being part of a specific “kaiwai” can feel neighborly indeed.

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Sources

2024年「新語・流行語大賞」30の候補 発表【一覧で詳しく】NHK

【ヤフー・データソリューション】Z世代で流行中の「●●界隈」を検索ビッグデータから分析したレポートを公開　「お風呂キャンセル界隈」のほか「自然界隈」「伊能忠敬界隈」などが検索されていることが明らかに PR TIMES 

「臭かったらゴメンナサイ！」“風呂キャンセル界隈”を徹底検証…「髪乾かすのがめんどい」「ウォシュレットめっちゃ当ててやりすごす」風呂嫌いの”三種の神器”とは？ 集英社オンライン

「風呂キャンセル界隈」SNSで話題　うつ病当事者から困惑の声 毎日新聞

Z世代の間で使われる「界隈」とその意味とは? CANVAS