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2 0 2 4歏 鸑 ⴯ 䠑 馋 ⸷ 䫣 デ 䱲 㼊 劢 勻 鷳鵂⴯鸣⸂䎇⦶⸔猰䪮♸』✲涸⸂ꆀ䧮⟌猥䪬⛙錜♸㸪䡦涸呍䗱⥌䙁剣劼⠔⚹齡❈⪶➃㤃鵳⽲됮㼱嶍駈涸劢勻Futures Less TraveledꝂ䎂麤騟կ YASU SASAKI, GLOBAL CCO, DENTSU 䋞劅♶僽♧猫瘻殜罜僽♧猫鷥䭊կ㖈鵯⚡䭷侨紩」ꬠ涸傞去尵剣➃腊ⲥ烁곫崵劢勻⠔〄欰➊⛎կ⡎䧮⟌〳⟄⿡霃雦䧮⟌䋞劅溏ⵌ涸劢勻կ PATRICIA MCDONALD, CSO, EMEA, DENTSU CREATIVE 痪⼜➚䎃涸馋⸷䫣デ⾝䠭彂荈⚆歲俒㷖〷♳剒⠏繠涸眜畎⛓♧TheRoadNotTaken”շ劢鷥䭊涸騟ոկ鵯僽♧眜Ⱒ✵鷥䭊涸霜姐⛲Ⱒ✵』✲涸⸂ꆀ㥵⡦雮痪⼜涸鷥䭊刿剣䠑⛐կ ♧晙吆卌ꅽⴔⴀ⚙勵騟罜䧮鷥✫➃鶺刿㼱涸齡勵㔔姼饥ⴀ✫鵯鶇䒗涸假鸀կ 㾝劅劢勻痪⼜溏奉撰猫〳腊䎇㶸✵ず♧⚡⚆歲կ㖈劢勻㼿劢鄄⛼ⱗ涸姼ⵠ痪⼜⛓务涸嫦♧⡙偽雿勻荈ㅷ晥ծ⟱⚌❠䧴⚡➃鿪腊⚹锐䟝务涸劢勻⿡霃雦ծ⿡⴯倝ծ⿡㤃修կ ROBERT FROST, THE ROAD NOT TAKEN ➃⼜䌢霹䋞劅䎇♶僽♧猫瘻殜կ㹎錠ワ黨⚆歲痪⼜⛲䖎ꦼ㼆劢勻⥂睫⛙錜կ搬罜㖈鵯⚡偽内㤀遤朄⭲锐䙁涸⚆歲痪⼜涸䫣デ➠㼜䋞劅錠⚹♧猫絑鵂帿䙼擿贊涸鷥䭊կ շ确㼊劢勻ոTheFuturesLessTraveled䨾銳雷鶣涸僽㖈鷅㼊⥌⟓ծ确程⼩鷟♸导䫒⛓꣢㼭烁䎋♸⛙錜䨾腊❡欰涸꩎乞腊ꆀկ 〥㢪劥䫣デ雭雿✫鲱㹊⸂⟄⿺馄ⳝ涸⴯鸣⸂կ梡去䪮助涸〄㾝雮匬歘劢勻⵸兞鵯叙✲➢劢㥵姼皍⽀齡⛎䔲乲Ɤ⚆歲匬䒊蒌助涸♧去➃麁奉♧禹⴩㼺畮猰䪮㼜⠔〄欰历⛎✲㹊♳劥䫣デ务涸䨾剣愿⫸——ꤑ✫呩⢾鿈ⴔ——鿪歋欰䧭䒭AI⴯鸣կ 剒ꅾ銳涸僽劥䫣デㄎが痪⼜㣐胐⿡霃雦锐䟝务涸劢勻կ痪⼜涸劢勻㼿劢衅疴䧭⛼罜姼ⵠ⛼ⱗ劢勻⛓疴㽠㖈痪⼜鵯去➃䩛务կ 5Trends 01 妅 ⛙ 곩 姐 㖈痪⼜涸⚆歲䘯⛙彂屮粉䊺⣘䎾♶駈⽲嫱⟄䖃⟣⡦傞喧鿪刿⸈❑꨽կ痪⼜溏奉䠄䝝䠭ծ匠䓄䠭♸㬛⛙䚍姻䧭⚹剣⸂涸娀㐼䌐⸔痪⼜㼆䫒鵯⚡〳䙲ծ氏期♸幊包涸⚆歲կ 歏䕧Barbie蓹嫱㥩⡃♧㖞俒⻊⛓假⟄匧Ⱘ䠭群⸂涸祪卓磋⚹2023䎃嵵群ⴀ獤匧妅⛙涸孧㔵կ鵯猫梡韌䎇ꬋ⩐搬կ➢⠡侚涸撰䊼腂⛙㔩奉紿紨涸孞椕⽇暟껧ぐ碫⡤낉崞⸓⚹➃⼜䌄勻鷖鼙梡㹊涸䘯⛙♸馰㄂կ傞㼿굥惐⛲㖈㽴䞔㾝梡Ⱖ馄梡㹊⚺⛐涸♧꬗կ 〥♧倰꬗Z⚆去鸑鵂荈痪毫䠁勻䜠搬㼆䫒鵯⚡⯎忘搋贊涸傞去淼肌䫡锐ⴭ䧭⚹➭⼜屛䠁魧䗱涸♧猫⟉䒭䠭կ䧭䎃⛓た涸⚆歲⟁➃劅罜⽲姿齡❈➃欰涸ꅾ銳ꅽ玐烵⡃⛖鿪黔♶〳⿺✵僽⛖鵯去♶䡦Ɤ㣐涸➃㼜梖⛙⡲⚹毫䠁倰䒭䌄⸓满䕹䖤·悭䋑㖞絑崸PeterPanmarketplace涸〄㾝կ Trend OUR SUB TRENDS: 1 .䘯 ⛙ 㖑 ⿿ 䫒 2 .괇 銻 䒭 荈 䧮 毫 䠁 3 .紱 礨 㖑 梖 ⛙ 7-11 SLURPEE 䙼⛙ⱺSlurpee剣满侨涰♰猫〡㄂絆ざ嫦♧匉䙼⛙ⱺ鿪僽荈痪涸邍鴪կꥥ满ⱺ껏碫Ꝉ㈒괄涸♴꣭痪⼜➢䎃鲽➃欰崞ꅽ剒ꅾ銳涸倰꬗满䩛——⴯䠑——鵯⛲僽䙼⛙ⱺ⡤낉涸Ⱒꝶ鿈ⴔꥥ⛓䲀ⴀ倝涸ㅷ晥䎂〵ծㅷ晥䕎韌♸叻露կ⡲⚹ㅷ晥ꅾ㝕涸♧鿈ⴔ痪⼜ꅾ倝霃雦✫䙼⛙ⱺ衼ぜ涸S㘗崨⸓絁勵կ 痪⼜䩧鸣涸AnythingFlows鸑鵂♧禹⴩Ⱒ✵荈痪邍鴪ծ蒜㤉♸〡㄂涸欰⸓歏錠䎛デ♧挩䩧ㆇկꥥた痪⼜♸衼ぜ霹㈖姐䩛FloMilliざ⡲翸搋✵䫉䞔霹㈖衼獦涸㏪ㆁ纈⡤⚹䙼⛙ⱺ柄♳✫♧刼䔲⛓偽䠹涸㢙傈饎姐կ痪⼜鵮鼜霼ㅷ晥磋⚏⴯⡲荈䊹涸姐霒刿剣纸⠔⿬⸈姐刼㸽倰幊갉晜涸䔶ⵖ䎇⸈ⰆFloMilli涸䊢怵կ AnythingFlows䖎荈搬㖑♳嚸Spotify剒「Ⱒ岤涸♲⚡乄佞⴩邍剢ゑ⠍䚪侨馄鵂4000♰RapCaviarծMostNecessaryㄤNewMusicFridayկAnythingFlows湱Ⱒ涸⾲⴯姐刼ծ갉⛙錠곸ծTikTok霹㈖battle⟄⿺幊갉晜劥蜦䖤✫馄鵂1200♰妃錜溏ㄤ乄佞կ96%涸➃邍爙㖈溏鵂霪䎛デた➭⼜刿剣〳腊餝✈䙼⛙ⱺկ 1.1. 䘯 ⛙ 㖑 ⿿ 䫒 ㅷ晥ծ蒌助㹻ㄤ錜⠍鿪䒓映䭆䫵剒皍⽀涸䘯⛙կ䗞⹷䫣デ儑爙46%涸Z⚆去㖈Ⳝ⛖䨾剣傞ꢂꅽ鿪䠭奉⾓䫈䧴搋贊꬗㼆鵯聆㎕练涸⚆歲馄梡㹊䘯⛙⚺⛐⡃⛖僽㈔♧剒㥩涸㔐䎾կ 假遤♸欰崞倰䒭綘鳓LauraHampson㖈շ눂⸂Glamourո练䘋♳ⱗ麤撰䊼腂瑬䵨涸䠑⛐㖈✵痪⼜⚺⸓鷥䭊腊雮荈䊹䒓䗱ծ絛荈䊹䌄勻䘯⛙涸邆剪僽涸䘯⛙荈搬僽馊撰馊㥩——鵯♧⼱Ⱒ⛖傞㼿♧⼱Ⱒ⛖䗱⾝կ2 傞㼿♸繠㺂ㅷ晥梖㄂虡霣⚺곿♧妃妃䮋䧶痪⼜㼆梡㹊涸雩濼կ➢Jacquemus䩛䲿⺫䊼㡦奉虊ꢂ䓙欰⚹騟僒㪭涬LouisVuitton霃雦涸岚㼷⼦㕐挿禹⴩ⱄ奉嶃漪嬁芁涸㖑꜈㖈梖⛙务蠒鸣妅䘯涸孧㔵կ ず傞痪⼜溏奉䎕랾♸馄梡㹊⚺⛐涸䎛デ⡲ㅷ⽷㕼ꅾ勻կ螨千暵Fiat⨢姺欰❡抪蒀导鲨⟄⦸㼋⯎忘欰ㄐ崞⸂涸蒀䕙㺢⚆⼶Husqvarna絆䒊✫♧佅エ㼽㐼ざ㈖㔙Totino虡霣涸䫪蠖⽷䎛デ⯎忘✫馄梡㹊䠑㄂㼜皍⽀涸欰崞㖞兞」䧭꩎乞䗱⾝涸ꦼ䘍傞ⵠկ 撰䊼腂瑬䵨⟄絜⚽涸蒀䕙㖈T〵♳杝⽼♧䋵⚹瑬满罏䌄勻ꦿ駟涸䗱䞔կ 姼㢪姻㥵痪⼜銳㖈♴♧⚡馋⸷务䲿奉涸䎕랾涸欽鸀馊勻馊雮➃ⴀ⛖䠑俱կ 1.2. 괇 銻 䒭 荈 䧮 毫 䠁 Z⚆去姻⟄⵸䨾劢剣涸掚䞔小嵵✵荈痪毫䠁կ嫱㥵EverythingShower小嵵䒭尛嵮姻䧭⚹鵯♧去➃➢絈䗎⛓㢅㼊宠䣅诓涸鼙ꦼ䨾ㄤ杝㢅傞ⵠ鵮剣礵荝涸꯺䒭繠㺂䌄勻ⱪ䟝碫⡃涸⸆佪կ 㖈TikTok♳#Softlife霢곿崹錢ꆀ䊺鴪10厅罜⚂鵮㖈睫絯㟞⸈5կ⽇⚺GabrielleJudge⴯鸣涸#lazygirljob霢곿⦸㼋䊨⡲♸欰崞涸䎂邂傋㖈䫻ⵖ㋡㒟俒⻊կ♶鵂䖎撰➃邍爙➭⼜〫僽♶䡦⚹✫䊨⡲氕✵㤕ㄐ䎇♶僽lazy♧霒䨾去邍涸䦂䟘կ EverythingShower鸑䌢꨽銳⚙奉㔋⚡㼭傞կ嫦ワ♧妃➢㣢奉膃峤⚡麑䬀♳〄芘欽熋瀨芁⿡錭餘⵭ 곢 屘 ㄤ ⥂ 弪 ✌ 巊 ⛲ ♶ 腊 㼱կ——ChloeMcDonnell,շTheGuardian⽡䫣ո4 㖈务㕂䎃鲽♧去嶊餩罏ⴀ梡✫荈痪䒗⻊կ➭⼜㖈넞⾓䘐热涸欰崞ꅽ䖤♶奉荈痪㹊梡絑䌢ⴀ梡礵牟ⰻ署կ✵僽䠭奉♸溫㹊荈痪幯遤幯鵴涸➭⼜Ɀ㹁⟄♧猫湱㼆庛ㄤ涸倰䒭勻㼆䫒䘯蒜㤉涸欰崞⡱禹ծ鮆䎂姻僽䎃鲽♧去㼆㋡㒟俒⻊涸导䙼♸导䫒կ 佞滚Ⰼ椕➃⼜兜麑䒓映⾔䒙㋡㒟俒⻊鲮罜䭆䫵SoftLife䢨欰崞⟄⿺LazyGirlJobs礵牟猌翟կ 1.3. 紱 礨 㖑 梖 ⛙ 痪⼜溏奉馊勻馊撰涸➃小嵵✵梖⛙⛓务㼜䧭䎃➃涸餓⟣縨⛓腰たկ♶ꦼ锐鍒㖈欰崞䧭劥涸ꅾ⾓♴➃欰ꅽ玐烵」䖤ꦼ⟄⟱⿺罜梖⛙ⴭ䧭⚹䧭䎃➃涸鼙ꦼ䨾կ ⡤肫䊭僤DavidBeckham荈獦僽小鶴✵⛙넞獤加涸AFOL⛙넞䧭➃梖㹻♧プկ姻僽䖤渤✵鵯⚡傈渤㡫㣐涸䧭䎃磋⚏纈⡤⛙넞Lego2022䎃涸Ꝉ㈒괄㟞Ɤ✫17%6կKidult㣐㼭㷛梖Ⱘ梡䊺〄㾝⚹叛⧩侨⼧厅繠⯋涸❡⚌띌䔲⸣涸䧭➃䒓䗱⛙㔩귬刿僽♧挩罜紤կ ⚹鵓ざ鵯♧馋⸷蒌助껧紹紹䒸Ⰶ㬛⛙霃倶㖈⚆歲ぐ㖑孞椕⽇暟껧BalloonMuseumㄤ岙岙僤椕BubblePlanet瘝康⛙霃倶㥵ꨍた僱疡菚嶑梡輑ざ嵳峕椕寑♸뚃㽵ꂊ⠔涸BallieBallerson瘝㣐㘗䧭➃康⛙㖞㣐遤Ⱖ麤կず傞㖈TikTok♳#girldinner㥎㷛儻귬䧭⚹掚꡶霢곿կ㖈鵯⚡霢곿♴䧭䎃➃〳⟄ꥥ䗱䨾妝䵨ꂁ㋐昶涸굹暟鸑䌢鿪僽留䎃傞劍涸剒昶♶！鵯❈굹暟絆ざ饰勻剣撰⛎䚓䒗կ 歏鸑⴯䠑䠑㣐ⵄDentsuCreativeItaly㔙ꢭ⚹SanRemo鵯⚡䠑㣐ⵄ剒「妅鵓涸갉⛙蒜⛓♧䩧鸣✫Never-endingSanRemo宕偽吁姺涸㖁ꨭ蜒⟄⤮淼涸䎛デ䕎䒭姐곩㖁ꨭ蜒갉⛙蒜宕䛎涸눂⸂կ FOR BRANDS&BUSINESSESWHAT IT MEANS ⛙ 錜 罜 ꬋ ❧ ⛙ 挿 ❭ 곢 荳 㼊 䪪 ⛙ 馰 㖈鵯⚡⯎忘搋贊涸⚆歲ꅽ䎕랾鲽匠涸傞ⵠ嫱⟄䖃⟣⡦傞喧鿪刿⸈ꅾ銳կ㥵➚䧺紵㕂꣢⴯䠑蒜⚁꡶霃用✫♧⚡䎕랾碫㤙고劍䖉㖈2023䎃⽷㕼䔱勻涸㋐ⶢ䕎䒭㖈2024䎃刿⸈䒗䕙紹ッկ 痪⼜涸欰崞蒜㤉㥵姼稒䓎罜嫦♧妃㼭䤱♸佞匠傞ⵠ鿪僽㥵姼ꦼ䖤կ齡❈腊㢿⚹嶊餩罏ⵖ鸣♧❈魧䗱佞匠ծ㔐䔱荈痪涸晙ⵠ♸⟉䒭䠭涸ㅷ晥㼜蜦䖤䧭⸆կ 痪⼜涸ワ黨⚆歲⯎忘䮋䧶⛙錜䎇ꬋ㣔溫涸荈⟄⚹僽䧴僽荈痪佞紷կ〫剣➰霽遤⸓涸⛙錜⚺⛐䩞剣〳腊⚹痪⼜䌄勻佖」կ PRODUCTIONTHE MEMES OF 02 Ⰼ 字 鸣 哥 ➢痦♧㣐馋⸷务痪⼜溏奉♧❈剎鄄餤♳肌崯ծꥥ⤑䧴梖疭䒭涸ⰻ㺂碫㘗ㄤ䕎䒭ⱄ妃䄕饰䧭⚹」ꬠ涸䊨Ⱘկꥥ满⴯⡲罏絑崸涸饰굷ぐ㣐ㅷ晥畊湱鷅䰌㬛⛙ⰻ㺂կ痪⼜溏奉倝涸ⰻ㺂䕎䒭姻㖈嶑梡䎇〄㾝⚹⟱⚌㟞Ɤ♸爢⠔」ꬠ涸⸓⸂կ 㖈匬䒊⚆歲ㄤⰟず⴯鸣胜兞♴䧭Ɤ饰勻涸♧去➃姻㼜䨾䖤䪮腊䌄Ⰶ爢⠔欰崞䎇㼆⚡⡤涸⸂ꆀ♸餻腊䫵睫刿㣐涸劍劅կ 』✲䧭⚹」ꬠ涸⸂ꆀկ㖈䔲➚』✲胜兞♴孞喧」⻊鵯⚡Ɤ劍鄄牌錠涸霢곿僥梡䎇䧭⚹搋挿կ㖈TikTok♳齡❈絑鵂礵䗱⺫鄳涸模繠ⰻ㺂〳⟄㽠ꆄ輑ծ䫡肌⿺爢⠔姻⛐瘝⟣⡦⚺곿勻侅肫「⠍ծ䮋䧶⠛絡ծ欨荛괇銻➃⼜涸雩濼կ Trend OUR SUB TRENDS: 1 .➢ 䒊 霃 ⚆ 歲 ⵌ 䒊 霃 刿 繠 㥩 涸 ⚆ 歲 2 .佖 ⱗ 佦 ✲ 佖 」 劢 勻 3 .欰 崞 剣 哥 2.1. ➢ 䒊 霃 ⚆ 歲 ⵌ 䒊 霃 刿 繠 㥩 涸 ⚆ 歲 ꫬ䎃♧去㖈侨㶶⚆歲务Ɤ㣐帿「匬䒊⚆歲涸蒌助♸䊨蒌涸擞ꤲկ㔐奉梡㹊欰崞➭⼜劍劅ꅾ倝㝕鸣㹊⡤⚆歲䎇⨞ⴀ獤匧餑柄կEpicGames䲀ⴀUnrealEditor⡲⚹拿㘠⛓㢹⴯鸣垷䒭Fortnite“CreativeMode”涸♧鿈ⴔ鼜霼梖㹻䬐⟣䊨玐䋗ծ䒊瘰䋗ծ蒌助㹻⟄⿺』✲罏涸錭蒀鸑鵂贞䎑綘鳓㐼霃雦➭⼜荈䊹涸䀙㿦կ ⯋㸙㸿䒊瘰⿽䎃㾝ⴭ〮꧋Ⰼ椕䒊瘰䋗㽠䒊瘰ㄤ霃雦㖈⯋㸙㸿务涸悶⸂㾝䒓雭雿կ 贞䬾⚆歲务涸♧❈锐䙁⛲㖈幷Ⰶ痪⼜涸傈䌢欰崞կ⢾㥵「Minecraft痪涸⚆歲康䧬゗〄蓏⸈ㆥ䋑字〳⟄鸑鵂CHI311緸畀歍霼嗃⽼ծ幡锐嶃뚈䧴䒓㾝Ⱖ➭Ⱆ字㊤⚿կ緸畀欽䨪鵮〳⟄騈驶叅溏歍霼鵳䏞✫鍒荈䊹㼆梡㹊⚆歲䨾❡欰涸溫㹊䕧ㆇկ 罣⯘Nike僽剒粉ꅷ欽贞䎑䒸空涸ㅷ晥⛓♧➭⼜♸拿㘠⛓㢹翫䩛䲀ⴀAirphoria康䧬雮磋⚏小嵵✵⟄AirMax⚹ ⚺ 곿 涸 贞 䬾 㸙 㸿 ⛓ 务կず 傞Sabaⴭ ⦶ ⸔Roblox䲀ⴀⰌ椕껷鿈撰⯋㸙㸿剢絑侅肫康䧬䧭⸆㖑⚹3000撰♰ぜ⯄留䲿⣘✫㖈絁侅肫կ 康ⴁ㔩蒌Guerrilla Gardening䭷㖈鄄牌錠涸ⰖⰟ䧴猙➃瑟ꢂ猫嗃굹暟ծ嗃暟䧴蔄⼰涸遤⚹կ鵯猫㔩蒌倰䒭雮➃⼜⟄刿庛ㄤ涸倰䒭⿡괇銻⠛絡㹊梡餴彂⯎ⴔⵄ欽կ⡲㹻EllenMiles❠㼜康ⴁ㔩蒌獦⚹Botanarchy嗃暟勉ⵖㄎが㼜綁蒀荈搬涸⢪欽勉紵Ⰶշ⚆歲➃勉㹒鎊ոկ➭雩⚹劢勻涸⚆歲〳腊刿⸈♶㸝康ⴁ㔩蒌ⴭ腊絛➃⼜䌄勻ꅾ銳涸䱽ⵖ䠭ㄤ腊⸓⸂կ 剣❈衼ぜ佟屛絆絉鵮㼜康䧬ざ岁⻊㼜康䧬䩧鸣⚹鳻雿ㄤ 」 ꬠ 涸 莺 〵կ⚆ 歲 絑 崸 雿 㗐World EconomicForum欨荛⴯䒊✫♧䏠贞䬾榰㡦㼭ꞏ雮鴪将倛⿬♸罏〳⟄♶「傞ꢂㄤ瑟ꢂꣳⵖ㖈鵯䏠贞䬾㼭ꞏ䒓㾝匹⸓♸ざ⡲կ 2.2. 佖 ⱗ 佦 ✲  佖 」 劢 勻 薜卓Ⱆ尽涸⴯䠑䎛デMotherNature荈搬⛓嫢ぢ痪⼜邍僈湡涸䚍ㄤ㬛⛙䚍絟♶僽湱匹䱗倉涸կ㖈鵯鿈䎛デ务OctaviaSpencer䪏怵涸荈搬⛓嫢ꬋ䌢Ⱒ岤薜卓Ⱆ尽涸〳睫絯〄㾝朐ⲃ銳宠Ⱆ尽넞㽻霹僈剒倝鵳㾝կ㷖助灇瑕鵮邍僈㖈䲀⸓〳睫絯遤⚹倰꬗雷佦✲嫱㛇✵✲㹊涸尲鸑刿⸈剣佪9կ 㣟 ⿡ 䟝 韌 ⸂痪