Japan’s gyaru crown their slang words of the year

The women of Netflix's “Badly in Love,” are among the personalities at the forefront of the slang and trends shaping Japan's youth culture. | COURTESY OF NETFLIX

Nov 13, 2026

It’s a wonderful time of year for word nerds. Last week, the organizers of the annual 新語・流行語大賞 (Shingo Ryūkōgo Taishō, New Words and Buzzwords of the Year) unveiled 30 nominees for its 2026 edition. The top 10, along with the grand prize winner, will be announced Dec. 1.

But why should we leave it to the grown-ups to decide which words matter? Personally, I’m much more interested in learning how Japan’s Gen Z speaks, and, lucky for us, ギャル (gyaru, gal) magazine egg has its own annual buzzword awards, one that’s perhaps a bit closer to the internet’s collective brain.

Founded in 1995, egg became one of Japan’s best-known chroniclers of ギャル culture, documenting the fashion, makeup and attitudes of young women, particularly in Tokyo’s Shibuya neighborhood. After suspending its print edition in 2014, the magazine returned online in 2018 and has found a new audience on social media. Its annual buzzword awards can give us a snapshot of the language ギャル are currently using, and this year’s list, announced Nov. 1, includes everything from ギャル social dynamics to the perils of endless scrolling.

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