Inside ‘Underconsumption Core’: The Aesthetic That Makes Buying Less Look Cool

On TikTok and Instagram, a growing number of Gen Z creators in Europe and North America are rallying around something they call “underconsumption core.” Instead of flexing massive shopping hauls, these videos romanticize buying very little and making the most of what you already own. The movement builds on older minimalism challenges like “Project Pan,” where beauty fans commit to finishing products completely before purchasing anything new.

Typical clips are slow and quiet: a tiny, tidy bedroom, a capsule wardrobe on a single rack, eyeshadow pans used down to the metal. Creators share tactics for delaying impulse buys, tracking what they actually use, and styling the same pieces repeatedly so that restraint looks intentional, not restrictive. The aesthetic reframes frugality and sustainability as aspirational rather than boring. As inflation and environmental concerns grow globally, this kind of “beautiful minimalism” could resonate strongly with young consumers in Japan who are already questioning fast‑fashion hauls and overfull closets.