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Poster of the Neo Heisei Retro exhibition held at Seibu Shibuya

Heisei retro (Japanese: 平成レトロ) is a Japanese retro commercial aesthetic and fashion trend surrounding nostalgia for certain aspects of the Heisei era. Heisei retro is rooted in 1990s and 2000s nostalgia and primarily appeals to Millennials and Generation Z. It is closely linked with the Y2K aesthetic and with Gyaru culture.

The aesthetic is heavily associated with retro technology such as flip phones and digital cameras, toys such as the Tamagotchi, kawaii mascot characters and stationery items that feature them.

Overview

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Patrick St Michel said that there was a 1990s nostalgia boom by 2013.[1] The term "Heisei retro" was reportedly coined by Mero Yamashita, a self-described Heisei retro culture researcher, who first began to use the term in 2017.[2][3][4] In 2019, Heisei retro was said to include nostalgia for the later part of the 1990s and the earlier part of the 2000s.[5] In 2021, Yamashita considered Heisei retro to be related to the period from 1989 to 2000.[2]

Heisei retro is particularly popular with Generation Y[5][6] and Generation Z.[7][8][9][10] Some younger members of Generation Z are drawn to the style not out of personal nostalgia, but out of a fascination with the time period and culture.[4]

Heisei retro was preceded by, and exists alongside, Shōwa nostalgia.[5] Shōwa retro and Heisei retro sometimes overlap because some things that were popular at the end of the Shōwa era continued to be popular at the start of the Heisei era.[2] Heisei retro is considered to be related to and heavily influenced by the Y2K aesthetic.[6][11]

The phrase "Heisei retro" was nominated for the buzzword awards SNS Ryukogo Taisho [ja] 2022[12][13] and won a category of the buzzword awards JC & JK Ryukogo Taisho [ja] in the first half of 2022.[14] By August 2023, there were approximately 47,000 posts under the hashtag "＃平成レトロ" on Instagram.[3]

Characters

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A photograph of the Narumiya Happy Park store

Mascot characters are a large aspect of the Heisei retro trend,[15] commonly seen as keychains and other merchandise.[16] In the 1990s and 2000s, it was common to attach cell phone straps to flip phones, which people are recreating by attaching character charms to their smartphones.[17] People enjoy collecting character goods from companies such as San-X (creator of characters like Tarepanda, Afro Ken and Nyan Nyan Nyanko)[6][17] and Sanrio.[13] These character goods are often distributed through gashapon.[6]

The representative characters of children's clothing brands such as Mezzo Piano and Angel Blue,[18][19] both owned by Narumiya International, are also popular within Heisei retro. In 2026, a dedicated store for the company's brand mascots, Narumiya Happy Park, officially opened in Shinjuku.[11] Another notable brand is the 2004 arcade game Love and Berry: Dress Up and Dance!.[18][19]

Stationery

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Cute stationery, especially stickers, were popular in the Heisei era and have seen a resurgence in popularity. Elementary school girls in the Heisei era would often collect and trade these stickers.[6][20] Some people collect stickers in albums.[17][21] A particularly notable brand of stickers is Q-Lia's Bonbon Drop stickers, which are made of raised resin.[6] In 2025, the Don Quijote store in Beppu stocked 150 varieties of stickers, with representatives reporting a three times increase in sales after they expanded their variety.[21] According to Kazunori Miura of the Chitose branch of Don Quijote, "some customers buy them for nostalgia, but many just want to collect again. People in their 20s and 30s, as well as children, are all buying them."[18][19]

Other popular stationery items include memo notepads, sticky notes, and letter sets.[6]

Technology

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A large part of Heisei nostalgia is focused around 1990s and 2000s technology. Digital cameras have seen a significant increase in popularity within the 2020s,[17] as well as disposable cameras such as Utsurun-desu.[2][3][21] Purikura machines, photo booths that allow for decoration of photos using digital effects and stickers, have also seen a resurgence.[22] A smaller, pocket-sized version has been produced by T-Arts Co, powered by a smartphone app.[2] Some newer purikura machines now have 2000s Gyaru-themed decor, featuring pink leopard print and hibiscus flowers.[23] Garakei phones are another piece of Heisei-era technology that has seen revived popularity.[24] Phones and other gadgets are often decorated with charms and rhinestones.[4]

Other analog technology has also gained new popularity, including cassette tapes (despite being associated more with the Showa era).[2] Yamashita collects defunct Heisei-era technology such as glowing phone antennas, pagers, and transparent appliances in the name of preservation.[3]

Tamagotchi from 1997

Toys

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Bandai's Tamagotchi virtual pets have become an important part of Heisei retro iconography.[11][20][25] New versions of Heisei-era toys have been produced in the 2020s, including Beyblade, Hyper Yo-Yo [ja], and the aforementioned Tamagotchi.[26] The boom of 1990s nostalgia helped drive sales of the Tamagotchi Paradise, released in 2025.[27][28] Beyblade and the Nintendo DS series are popular according to a poll ending in 2026.[29]

Food

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In 2020, Cookpad released a series of Heisei retro-themed recipes, such as Tiramisu and Motsunabe.[2] McDonald's Japan [ja] produced a Heisei retro menu in May 2023,[30] when they announced that "Heisei burgers" would return to their menu, alongside various discontinued products.[3]

Media

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Film

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Sunny [ja] (2018) is a 1990s nostalgia film.[31]

Television

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Television series like Omusubi (2024), which is set in the Heisei era, and The Right to Judge [ja] (2025) have been cited as drawing influence from Heisei nostalgia. The latter show's theme song is Porno Graffiti's 2001 song "Agehachō", a popular song for karaoke, and other nostalgic songs from the era such as Under Graph's "Tsubasa", TM Revolution's "Hot Limit", and Morning Musume's "I Wish" also make appearances in the show.[32] Shoujo anime series like Sailor Moon and Cardcaptor Sakura are targets of nostalgia for many.[33] There are reboots of 1990s television series such as Sailor Moon (1992) and Neon Genesis Evangelion (1995).[1][34]

Music

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1990s and 2000s-themed playlists have seen significant popularity on Spotify in the 2020s, and songs from the era have been doing well on TikTok.[11] AKB48 (2005 onwards) re-used ideas from Morning Musume (1997 onwards).[1] In the 2019 Heisei retro broadcast Zozo Kayō-sai (Japanese: ZOZO歌謡祭), Nanase Aikawa performed a new version, with new lyrics, of her 1995 song Yumemiru Shoujou Ja Irarenai [ja].[5][35][36] The character played by Ken Matsudaira in Matsuken Samba was popular in 2023.[37][38][39][40][41] As of 2022, the song "Romance no Kamisama" (1993) was popular on TikTok[42] and the song "Cherry [ja]" (1996) by Spitz was popular on Spotify.[43] In 2025, the 2003 song "Otsukare Summer" by Halcali was a viral trend on TikTok.[44] A new music video for Orange Range's 2007 song "Ikenai Tokyo" amassed over 20 million views in three months.[32] Other music associated with Heisei nostalgia includes Shibuya-kei and 2000s J-pop singers like Ringo Sheena, Ayumi Hamasaki, and Hikaru Utada.[45]

Fashion

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Heisei retro fashion is influenced by and overlaps with Y2K fashion,[3] sharing elements like platform shoes[25] (popularized by Namie Amuro),[17] miniskirts,[46] and crop tops.[22] Loose socks are a key staple of the Heisei retro style,[16][47][48] as they were popularly worn by Gyaru in the 1990s,[17] a subculture that Heisei retro draws from.[4][49] Loose-fitting clothes similar to 1990s street fashion have gained popularity with young adults.[2] Other influences on Heisei retro fashion include "Amekaji" style and other 2000s styles commonly seen in Harajuku.[45] Makeup often incorporates thick false eyelashes, another element borrowed from gyaru culture.[25] Makeup from the start of the 1990s was being revived during the 2010s.[50][51][52]

Exhibitions

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There have been exhibitions themed around Heisei retro, including one at the Children's Future Museum in Toyohashi,[53] one at the Daimaru Omeda store in Kita-ku, Osaka,[54] and one at Seibu Shibuya.[55][56]

References

[edit]
  1. 1 2 3 Patrick St Michel. Think the U.S. Is Having a '90s Nostalgia Craze? Take a Look at Japan. The Atlantic. 1 July 2013.
  2. 1 2 3 4 5 6 7 8 Kaji Ayaka. ‘Heisei retro’ gaining even younger devotees. The Japan News, by the Yomiuri Shimbun. 3 June 2021.
  3. 1 2 3 4 5 6 ブーム続く「平成レトロ」、年号変わってまだ４年なのになぜ…平成が持つパワーは「ウチら文化」. [The "Heisei Retro" boom continues—why, just four years after the era ended? The power of Heisei lies in "our culture"]. The Yomiuri Shimbun. 2 September 2023.
  4. 1 2 3 4 Jessica Speed. ‘Messy, blingy, over the top’: Heisei Era charms Japan’s youth. The Japan Times. 6 December 2025.
  5. 1 2 3 4 Katsunori Miyazawa. 若者の流行は「平成レトロ」へ。ミレニアル世代のノスタルジーをくすぐるコンテンツまとめ. [Youth trends shift toward "Heisei Retro": A roundup of content that taps into Millennial nostalgia]. Backyard, IMJ Corporation. 17 December 2019.
  6. 1 2 3 4 5 6 7 驚きの“シール”リバイバルブーム　平成女児が動かす文具市場. [The surprising "sticker" revival boom: Stationery market driven by girls of the Heisei era]. Nikkei Xtrend (日経クロストレンド). 20 May 2026.
  7. ↑ 平成、もうレトロ？　Ｚ世代にブーム「目新しい」. [Is the Heisei era already retro? It's a trend among Generation Z, who find it "novel."]. The Asahi Shimbun. 6 December 2022.
  8. ↑ Kanoko Sakomoto. Z世代「平成レトロ」ブーム　厚底・ミニスカ・へそ出し、なぜ好調？ [Gen Z's "Heisei Retro" Boom: Why Are Platform Shoes, Mini-Skirts, and Crop Tops Trending?] Nikkei Xtrend. 25 March 2022.
  9. ↑ 「平成レトロ」にZ世代が「エモい」と熱視線 たまごっちからルーズソックスまで人気再燃 【ヒットにワケあり! オカネのヒミツ】. [Gen Z Eyes "Heisei Retro" as "Emo" (Nostalgic/Evocative): Resurgent Popularity for Everything from Tamagotchis to Loose Socks]. Kansai Television. 25 January 2022.
  10. ↑ Saho Maeda. ガラケー、ルーズソックス　平成レトロに引かれるZ世代. [Flip phones and loose socks: Gen Z drawn to Heisei-era nostalgia]. 日経Woman. 4 March 2022.
  11. 1 2 3 4 Tajimax. なぜ今、平成レトロが流行るのか？Z世代が熱狂する「エモ消費」の正体. [Why is Heisei retro trending now? The true nature of "emotional consumption" that Gen Z is crazy about.] DIME, from Shogakukan. 29 November 2025.
  12. ↑ 『SNS流行語大賞2022』ノミネート30発表 「#silent」「ジブリパーク」「ミャクミャク様」「粗品の呪い」など選出. [Top 30 Nominees Announced for the "Social Media Buzzword Awards 2022": Selections Include "#silent," "Ghibli Park," "Myaku-Myaku-sama," and "Soshina's Curse"]. Oricon News. 17 November 2022.
  13. 1 2 Oka Juntaro. えっ、平成ってもう「レトロ」？　懐かしのグッズ　令和でも魅力. [Wait, is the Heisei era already considered "retro"? Nostalgic goods still appealing in the Reiwa era.] The Asahi Shimbun. 30 November 2022.
  14. ↑ 清真（クラフル）.JC・JK流行語大賞2022上半期を発表！　「平成レトロ」や「SPY×FAMILY」「アーニャ」もランクイン. [The winners of the 2022 JC/JK Popular Slang Awards for the first half of the year have been announced! "Heisei Retro," "SPY×FAMILY," and "Anya" also made the list.] Game Watch from Impress Watch. 30 June 2022.
  15. ↑ Karin Minamishima. Gyaru, flip phones and pastel palettes: 5 essential 'Heisei retro' spots in Tokyo. Time Out Tokyo. 1 July 2026.
  16. 1 2 Oka Juntaro. Young people are already feeling nostalgic for the recent Heisei Era. Asia & Japan Watch of The Asahi Shimbun. 8 January 2023.
  17. 1 2 3 4 5 6 「令和の平成再ブーム」ランキング、厚底シューズを抑えた"エモい"グッズは【第4位以下】. [In the "Reiwa Era Heisei Revival" ranking, the "emotional" goods that beat out platform shoes are ranked [4th and below].] ピンズバNEWS [Pinzuba News]. 4 February 2026.
  18. 1 2 3 Heisei Retro Boom: Loose Socks, Instant Cameras, and Sticker Swaps Return. News On Japan. 15 October 2025.
  19. 1 2 3 "Heisei Retro" is back! "Loose socks" and "disposable cameras. News UHB. 14 October 2025.
  20. 1 2 最近耳にする「平成レトロ」の魅力って？　平成17年生まれが見るブーム. [What is the appeal of the "Heisei Retro" trend we keep hearing about lately? A look at the craze from the perspective of someone born in 2005.] Asahi Shimbun Digital Magazine. &[and]. 16 December 2025.
  21. 1 2 3 平成レトロのブーム再燃　シール、写ルンです…売り上げ急増「不便さの価値に気づき、心が動く」Z世代をひきつける“エモい”魅力とは. [Resurgence of the "Heisei Retro" Boom: Sales of items like stickers and disposable cameras are surging. "Discovering the value in inconvenience stirs the heart"—what is the "emo" (nostalgic/emotional) appeal captivating Gen Z?] OBS News, via TBS News Dig. 5 September 2025.
  22. 1 2 Yohei Harada. 平成レトロが大ブーム…なぜイマドキの10代はiPhoneよりガラケーに憧れるのか: Z世代にとって平成はミステリアスな時代. [The "Heisei Retro" trend is booming—why do today's teens covet flip phones over iPhones? For Gen Z, the Heisei era is a mysterious time.] PRESIDENT Online, from President. 29 May 2022.
  23. ↑ Chieko Hara. 平成レトロブーム、平成ギャルがプリで再び？令和との差を動画で解説. [The Heisei retro boom: Heisei-era gals making a comeback with purikura (photo booth pictures)? A video explains the differences with the Reiwa era.] Asahi Shimbun. 2 August 2022.
  24. ↑ 10代が「ガラケー」「ルーズソックス」　「平成レトロ」が流行中. [Teenagers are currently into "feature phones," "loose socks," and "Heisei retro" styles]. News ポストセブン (News PostSeven). 13 November 2021.
  25. 1 2 3 売上の半分が“平成グッズ” 厚底やルーズソックス…令和に再注目の平成レトロ 子どもから親世代まで魅了 北海道. [Half of the sales are "Heisei-era goods": Platform shoes, loose socks... Heisei retro items are gaining renewed attention in the Reiwa era, captivating everyone from children to parents.] STV News NNN. 27 June 2026.
  26. ↑ Itoi Kazuomi. 2024年は「昭和・平成おもちゃ」の最新版が話題 - クリスマスおもちゃのトレンドを発表. [The latest edition of "Showa and Heisei era toys" is making headlines in 2024 - Announcing Christmas toy trends.] マイナビニュース (MyNavi). 4 December 2024.
  27. ↑ Elizabeth Beattie. Tamagotchi hatches 100 million shipments worldwide thanks to ’90s nostalgia. The Japan Times. 2 September 2025.
  28. ↑ Japan toy market hits record high, driven by nostalgic products that appeal to adults. The Mainichi. 7 October 2025.
  29. ↑ 「コロコロコミック研究所」、男子小学生の「平成レトロ」に関するアンケートの結果を公開. Manga Watch, from Impress Watch. 26 May 2026.
  30. ↑ Casey Baseel. McDonald’s brings back the Japanese ‘90s with Heisei comeback menu, videos with J-pop hit【Videos】. SoraNews24. 25 May 2023.
  31. ↑ ’Sunny’: The gang reunites for some 1990s nostalgia. The Japan Times. 22 August 2018.
  32. 1 2 Bayashi. “平成ノスタルジー”がブームに？　『良いこと悪いこと』のポルノグラフィティや遊戯王が話題. [Is "Heisei Nostalgia" becoming a trend? Porno Graffitti's "Yoi Koto Warui Koto" and Yu-Gi-Oh! are generating buzz.] Real Sound. 25 October 2025.
  33. ↑ Karie Kam. Starter's Guide to Heisei Retro Aesthetic. YesStyle. 26 November 2025.
  34. ↑ Jonathan Clements and Helen McCarthy. The Anime Encyclopedia. 3rd Revised Edition. 2015. p 712.
  35. ↑ 「ＺＯＺＯ歌謡祭」ＣＭ豪華すぎ　相川七瀬「社長が変わっても」と熱唱…トレンド上位に. Daily Sports. 18 October 2019.
  36. ↑ 大友康平、相川七瀬、PUFFYらが名曲に乗せて「ZOZOTOWN」の魅力をPR！. WEBザテレビジョン. 18 October 2019.
  37. ↑ Z世代の「平成ノスタルジー」　マツケンサンバが人気. The Nikkei. 23 September 2023.
  38. ↑ マツケンサンバ、Z世代に人気のなぜ　「平成ノスタルジー」とは. Nikkei Xtrend. 4 September 2023.
  39. ↑ "마츠켄 삼바를 아세요?" 홍박사 이어 日 레트로 밈 대유행. 아시아경제 (The Asia Business Daily). 28 September 2023.
  40. ↑ 松平健のコラボカフェ『マツケンサンバ2 ワールドカフェ〜オレ!』がパワースポット化！ 背景にアラサー世代に懐かしい“平成レトロ”演出のマーケティング戦略. 週刊女性Prime. 30 May 2025.
  41. ↑ Z世代にマツケンサンバが刺さる「なかなかイケオジ」　期間限定カフェは金ピカ. Chunichi Shimbun. 6 October 2023.
  42. ↑ 「め組のひと」「ダンシングヒーロー」TikTokを中心に、若い世代に支持される昭和歌謡の懐かしソング. Fujin Kōron. 5 February 2023.
  43. ↑ 今年海外でもっとも再生された日本の楽曲は？Spotifyが2022年振り返るランキング発表. Natalie. 7 December 2022.
  44. ↑ 平成の2人組女性ラッパー、HALCALIの「おつかれSUMMER」がTikTokで8億回突破　22年前の楽曲が米国やアジア各国でブレーク. ["Otsukare SUMMER" by the Heisei-era female rap duo HALCALI has surpassed 800 million views on TikTok; the 22-year-old track has become a breakout hit in the U.S. and across Asia.] Sankei Sports (Sanspo). 3 July 2025.
  45. 1 2 厚底、原宿系…「平成レトロ」ブームはなぜ起こりどこへ向かうのか？「昭和レトロ」から続くリバイバル現象. [Platform shoes, Harajuku style... Why did the "Heisei Retro" boom emerge, and where is it headed? A revival phenomenon following "Showa Retro."] Daily Sports. 2 December 2024.
  46. ↑ Z世代に「平成レトロ」ブーム　厚底・ミニスカなぜ好調. [The "Heisei Retro" boom among Generation Z: Why are platform shoes and miniskirts doing so well?] The Nikkei. 13 March 2022.
  47. ↑ Kaori Kobayashi. 女子高生に流行った「ルーズソックス」が戻ってきた！　再ブームの背景は？. [Loose socks, once a trend among high school girls, are back! What's behind this resurgence?] ITmedia ビジネス Online, from ITmedia. 28 December 2023.
  48. ↑ ルーズソックスに写ルンです…「平成レトロ」にZ世代が注目するのはなぜなのか＜まちビズ最前線＞. [Loose socks and disposable cameras... Why is Gen Z paying attention to "Heisei Retro"? <City Business Frontline>] Tokyo Shimbun. 30 October 2022.
  49. ↑ Samuel Thomas. March’s biggest fashion drops are mired in nostalgia. The Japan Times. 11 March 2023.
  50. ↑ Red lips, bushy brows in again as bubble-era makeup returns in Japan. Japan Wire by Kyodo News. 5 April 2019.
  51. ↑ Casey Baseel. 30 years of Japanese hair and makeup trends, all modeled by one beautiful woman【Video】. SoraNews24. 30 April 2019.
  52. ↑ 平成を彩ったビューティートレンド変遷. Shiseido. 25 October 2018.
  53. ↑ Tomura Noboru. 平成レトロがズラリ500点　豊橋「こども未来館」で展示. [500 retro items from the Heisei era on display at Toyohashi's "Children's Future Museum"]. The Asahi Shimbun. 16 June 2024.
  54. ↑ 平成レトロは昭和に負けない　ポケベルやガラケー、若者に人気　大丸梅田店で企画展. [Heisei Retro is just as popular as Showa: Pagers and old-fashioned mobile phones are still popular among young people - Special exhibition at Daimaru Umeda store]. Sankei Shimbun. 19 June 2025.
  55. ↑ Krista Rogers. Immerse yourself in all things Heisei era at the Neo Heisei Retro exhibition now open in Shibuya. SoraNews24. 31 July 2025.
  56. ↑ Neo Heisei Retro Exhibition. Tokyo Weekender.
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