SNS where new services and ways of using are born one after another, such as Instagram, TikTok, and BeReal.
Amidst this, the vlog app "Setlog" has been rapidly spreading its usage, especially among the younger generation in 2026.
If you shoot a few seconds of video every hour, each video connects, and the day's events remain like a vlog. If you participate in the same "log" with friends, you can also enjoy the days spent by each as a single video.
In May 2026, it recorded 1st place in the free app ranking of the Japanese App Store (Source: Impress Watch). Furthermore, in a survey conducted by a "student discount" app operated by Parente Co., Ltd. targeting 479 junior high school, high school, and university students nationwide, Setlog's awareness rate reached 91.4% and the usage rate reached 73.7%. 93.1% of users answered that they "started using it within the last 3 months," showing that it is spreading rapidly in a short period.
Why is Setlog attracting so many young people now?
This time, we will look at the background of its popularity, from the differences with "BeReal," which became a big boom among young people a while ago, to its relationship with K-POP.
Setlog is a vlog app developed by New Chat Inc., which is based in Seoul, South Korea, and New York.
The basic usage is very simple; you record your daily life during that time frame with a few seconds of video every hour.
For example, scenery on the train while commuting to school, between classes or work, lunch with friends, shopping, and on the way home.
Each one is a casual moment that isn't worth posting on SNS, but by connecting them for a day, they become a video like a vlog summarizing that day's events.
What's distinctive is that you can not only record by yourself but also create a "log" with friends.
By lining up videos of friends showing where they were and what they were doing at the same time, you can enjoy the feeling of creating a daily record together even if you are spending time in separate places.
On SNS, you can also see posts recording friends starting to shoot in separate places and joining up on the way. The fact that a day that had been proceeding separately until then looks like it connects in the same place from a certain moment is one of the ways of enjoying unique to Setlog.
The current Setlog has expanded features such as being able to invite up to 20 people, and the service itself is being updated repeatedly in a short period.
In terms of "sharing unadorned daily life with friends," many people may remember BeReal when looking at Setlog.
BeReal is an SNS that gained global attention around 2022 and became a boom in Japan, especially among Gen Z.
So, what are the differences between the two?
Symbolic of BeReal is the "Time to BeReal" notification that arrives at an unknown time.
When you receive the notification, you basically shoot that moment with both front and back cameras within 2 minutes.
Instead of "preparing and then posting," the mechanism of sharing a suddenly cut-out daily life was supported as a freshness different from the "Instagrammable SNS" until then.
On the other hand, Setlog puts more emphasis on leaving fragments of daily life little by little rather than the real-time nature of "I have to shoot right now."
BeReal shows "now" in a single photo.
Setlog leaves "today" by stacking short videos.
While handling the same "unadorned daily life," there are slight differences in how they are enjoyed.
Actually, in the aforementioned "student discount" app survey, many voices were also seen citing "being able to record at your own pace without being chased by notifications" as a charm of Setlog.
I want "realism" in SNS too.
But I don't want to be rushed for it.
Perhaps that feeling is one of the reasons why Setlog is supported.
The existence of K-POP cannot be overlooked as a background to the spread of Setlog.
Starting with SEVENTEEN and aespa's KARINA, various K-POP idols released vlogs shot with Setlog on SNS, etc., and it became a hot topic.
For example, SEVENTEEN released a Setlog where members recorded the day's events together on their 11th debut anniversary. aespa's KARINA also records fragments of her daily life that are usually hard to see, such as moving to overseas schedules and music programs and waiting time, using Setlog and sharing them with fans. Being able to leave not just a completed image on stage, but casual times like while moving or between work in short videos, is a unique charm of Setlog.
Furthermore, videos shot with Setlog are not completed only within the app but are also shared on external SNS such as TikTok and Instagram.
Actually, on SNS, many posts with "#Setlog" are seen, and the way of enjoying the daily vlog recorded with Setlog on external SNS is spreading.
Knowing Setlog through K-POP idol posts and actually using it yourself.
Such a spread may also be boosting awareness among the younger generation.
Beautiful photos on Instagram.
Short edited videos on TikTok.
For a long time, content premised on showing it to others has been the center of SNS.
On the other hand, what is shared on BeReal and Setlog is not necessarily a special event.
Rather, it is a very ordinary time, such as:
"Eating a meal with friends,"
"Coming home from school,"
"Relaxing at home."
In the "Student Discount" app survey, 75.9% of people answered that "close friends at school" were the people they connected with, which was the highest.
Rather than broadcasting yourself to an unspecified number of people, share your daily life with friends you know.
You can see that SNS is changing from a "place to make yourself look good" to a "place to share daily life with people close to you."
However, it is not yet known whether Setlog will take root as it is.
In the same survey, 51.0% of users answered that "I think it will end as a temporary fad."
While actively enjoying new services, it is not necessarily "something to use forever."
Such a way of dealing with trends among young people is also interesting.
The way Setlog is used seems to be a reference for thinking about creating experiences at POPUP stores and events.
Until now, when thinking about linkage with SNS, ideas such as "create a spot that looks good in photos" and "create a space that makes you want to post on SNS" were often seen.
Of course, those won't disappear.
However, considering that services like Setlog are supported, what we want to be conscious of from now on may not be just "making them take one perfect shot."
The moment you pick up a product.
The time you are experiencing something with a friend.
The moment you meet up with a friend who was heading to the venue separately.
Direction you encounter by chance while walking around the venue.
By having many small events and moments that make you want to shoot short videos, the time spent at that place itself becomes an "experience you want to keep."
Not just a designated spot where you say "Please take a photo here," but the moments themselves during the experience are recorded.
Watching how Setlog is used, there seem to be hints for creating such places.
At BEEATS CO.,LTD., in addition to space creation for POPUP stores, events, and stores, we support planning, design, and experience design that includes what kind of experience to create there.
As consumer behavior and SNS trends change, please feel free to consult us if you are a marketing professional considering creating real experiences that make people want to visit and want to leave something for someone.
Q. What kind of app is Setlog?
A. Setlog is an app that records short videos of daily life and allows you to keep the day's events like a vlog.
A feature is that you can not only record by yourself but also join the same log as friends and enjoy recording your day while sharing videos each has shot.
Q. What is the difference between Setlog and BeReal?
A. BeReal is an SNS where you share the moment with a photo triggered by a notification that arrives randomly once a day.
On the other hand, Setlog records a few seconds of video at hourly intervals and stacks them up like a daily vlog.
Both are services that share unadorned daily life, but the difference is that while BeReal shares "this very moment," Setlog records "casual days."
Q. Why is Setlog popular among young people?
A. The background of its popularity includes being able to easily share daily life with friends and being able to record at your own pace without being chased by notifications. Also, besides usage by K-POP idols becoming a hot topic, the fact that there are more opportunities to learn about Setlog through external SNS because posts with "#Setlog" can be seen on TikTok, Instagram, YouTube, etc., is considered to be boosting the expansion of awareness.
