Chiikawa, brainrot and naphtha make 2026 buzzword shortlist

From artificial intelligence to Chiikawa, Japan’s 2026 buzzword nominees offer a glimpse into a year defined by technology, economic uncertainty and internet memes.

The 30 nominees for the annual list, announced Thursday, were selected by publisher Jiyukokuminsha. The objective of the list is to recognize expressions that capture the year’s trends and cultural shifts.

This year’s contenders include AI暴走 (AI bōsō, rogue AI), フィジカルAI (fijikaru AI, physical AI) and データセンター (dēta sentā, data center), reflecting the ever-increasing influence of artificial intelligence in everyday life.

Other technology-related entries include 声の権利 (koe no kenri, voice rights), highlighting recent concerns and lawsuits regarding the unauthorized reproduction of people’s voices using generative AI, and スマホ農場 (sumaho nōjō, phone farms), which use large numbers of devices to artificially inflate social media engagement.

ドパガキ (dopagaki), a slang term combining the word dopamine with the Japanese word for brat, gaki, was also nominated. The term, similar to existing phrases in English such as “iPad kid” or “brain rotted,” refers to young people hooked on instant gratification from various forms of digital entertainment.

The list also reflects growing anxiety over economic pressures. NISA貧乏 (NISA binbō, NISA poor) referring to people who struggle to cover everyday expenses after investing too much through the country’s tax-free investment program, was also nominated, alongside ナフサ (nafusa, naphtha) — a petroleum product affected by disruptions linked to the conflict in Iran, and went particularly viral after a shortage caused some Japanese food manufacturers to switch their products to black and white packaging.

酷暑日 (kokushobi, severely hot day), a new term introduced by the Meteorological Agency in April for temperatures of 40 degrees Celsius or higher, also made the cut, as concerns about climate change continue to grow.

On a lighter note, popular franchise ちいかわ (Chiikawa), and ボンボンドロップシール (bonbon doroppu shīru, Bonbon Drop stickers) whose glossy, three-dimensional designs have sparked a craze in the last year or so, were also among the contenders.

パンチくん (Panchi-kun, Punch-kun), a baby macaque at a zoo in Chiba Prefecture that captured hearts online after being photographed clutching a stuffed animal, also made the list.

In sports, りくりゅう (Rikuryū, RikuRyu), the fan name of figure skating pair Riku Miura and Ryuichi Kihara, was nominated after the duo won Japan’s first Olympic gold medal in pairs skating at the Milan-Cortina Winter Games this year and announced their engagement in August.

The top 10 words and grand prize winner will be announced Dec. 1.