Translation guide
A fad is a temporary, widely shared enthusiasm for something that becomes popular very quickly and fades away. In Japanese, the most common and natural way to express this is 流行 (ryuukou) or ブーム (buumu). The choice depends on nuance: 流行 is a general word for trend or fashion, while ブーム implies a sudden, explosive boom. For a passing craze, 一時的流行 (ichijiteki ryuukou) or 一過性の流行 (ikkasei no ryuukou) are more precise. Avoid literal translations like 気まぐれ (kimagure), which means whim or caprice, not a social trend.
A temporary popular phenomenon, style, or activity that many people follow for a short time.
The most common and neutral word for a trend or fashion. Can refer to anything from clothing to hobbies. Often used in compounds like 流行語 (ryuukougo, buzzword) or 流行歌 (ryuukouka, popular song).
そのダイエットは一時的な流行に過ぎなかった。
That diet was just a passing fad.
このゲームは今、若者の間で大流行している。
This game is a huge fad among young people right now.
Loanword from English 'boom'. Emphasizes a sudden, explosive rise in popularity. Often used for specific products, hobbies, or social phenomena. Very common in media.
タピオカブームはもう終わった。
The bubble tea fad is over.
健康ブームに乗って、多くのジムがオープンした。
Riding the health fad, many gyms opened.
Literally 'temporary trend'. More explicit about the short-lived nature. Suitable for formal or analytical contexts.
このファッションは一時的流行で終わるだろう。
This fashion will end up as a fad.
A more technical term meaning 'transient trend'. Used in academic or journalistic writing. Emphasizes the fleeting nature.
この現象は一過性の流行に過ぎないと専門家は見ている。
Experts view this phenomenon as merely a fad.
An intense but short-lived enthusiasm for something, often with a sense of irrationality or herd behavior.
Means 'wild enthusiasm' or 'craze'. Can be used for fads that involve intense excitement. Often combined with 的 (teki) to form an adjective.
そのおもちゃは子供たちの間で熱狂的なブームを巻き起こした。
That toy sparked a frenzied fad among children.
A playful term meaning 'my personal fad' or 'my current obsession'. Used for individual hobbies or interests, not necessarily shared widely. Very casual.
Explicitly 'temporary craze'. Useful when you want to stress both the intensity and the short duration.
その投資は一時的な熱狂に終わった。
That investment turned out to be a fad.
Specifically about clothing, accessories, or aesthetic trends that come and go quickly.
Again, the default word. In fashion contexts, it's perfectly natural.
この柄は去年の流行で、もう廃れた。
This pattern was a fad last year and is already out.
The native Japanese reading of 流行. Slightly more casual and often used in spoken language. Common in phrases like はやり廃り (hayari sutari, ups and downs of fashion).
Literally 'transient fashion'. Used in fashion criticism or analysis.
このデザインは一過性のファッションに過ぎない。
This design is nothing more than a fad.
流行 (ryuukou) is the standard word for 'trend' or 'fashion' and can be used in any context. ブーム (buumu) specifically implies a sudden, explosive boom, often driven by media or a specific event. はやり (hayari) is the native Japanese equivalent of 流行 and feels more casual and conversational. For a fad that is clearly short-lived, you can add 一時的 (ichijiteki) or 一過性 (ikkasei) to any of these.
流行は繰り返すと言うが、ブームは一瞬で消える。
They say trends repeat, but fads disappear in an instant.
Do not use 気まぐれ (kimagure) to mean 'fad'. 気まぐれ means a personal whim or caprice, not a social trend. Also avoid 一時的流行り (ichijiteki hayari) as it sounds redundant; use 一時的流行 (ichijiteki ryuukou) instead.
✕ その服は気まぐれだ。
Intended: That clothing is a fad. (Incorrect)
◯ その服は一時的な流行だ。
That clothing is a passing fad.
これは一時的な流行なのか、それとも定着するのか？
Is this just a fad, or is it here to stay?
90年代の多くの流行が再燃している。
Many fads from the 90s are making a comeback.
一時的な流行にお金を無駄にするな。
Don't waste money on fads.
最近のマイブームは朝にヨガをすることです。
My latest fad is doing yoga in the morning.
あのスタイルは一時のはやりだったね。
That style was just a fad, wasn't it?