The Return of Retro:
Why Japan's Young People Are Obsessed With the Heisei Era

By Elizabeth Webb for The J-Pop Exchange

If you've spent any time online lately, you've probably noticed something unexpected happening in Japan: Young people are falling in love with things their parents once considered outdated.

Film cameras. CDs. Flip phones. Tamagotchis. Colorful plastic toys. Glittery stickers. Chunky keychains. Even the cluttered aesthetic of a teenager's bedroom from the early 2000s.

The trend is known as “Heisei Retro,” named after Japan's Heisei era, which lasted from 1989 to 2019. While nostalgia isn't anything new, this particular movement has exploded in popularity among millennials and Gen Z, who are embracing the era's fashion, technology, toys, and pop culture with genuine enthusiasm.

For younger people who didn't fully experience the era, or who were too young to remember it, it feels fresh, colorful, and full of personality. It feels bold and makes them say, “I don’t care what you think -- I’m free!”

What Made the Heisei Era So Special?

The Heisei era was definitely one of the most transformative periods in modern Japanese history. Technology evolved quickly, as personal computers, cell phones, and the internet became part of everyday life. At the same time, Japan's influence on global pop culture grew.

The 1990s and early 2000s introduced many of the franchises that became known worldwide. Pokémon exploded into a global sensation. Sailor Moon inspired generations of fans. Hello Kitty became an international icon and remains as popular as ever. Video games, anime, fashion, and music from the era continue to influence creators around the world today.

It was also a time when young people embraced individuality. Bright colors, flashy, plasticky, and fun accessories, playful fashion, and an unapologetically maximalist aesthetic stood in contrast to today's often curated, minimalist social media feeds.

That spirit of joyful imperfection is a big part of Heisei Retro's appeal.

Nostalgia Has Gone Mainstream

What was once a niche interest has become a full-fledged cultural movement.

There are now Heisei-themed cafes designed to recreate the bedroom of a teenage girl from the early 2000s, complete with fuzzy, colorful rugs, stacks of fashion magazines, shelves of shōjo manga, colorful stationery, inflatable furniture, plush mascots, and a kind of organized chaos that feels familiar to those who grew up in the early 2000s.

For younger visitors, these spaces feel like stepping into a whole new world, like a treasure trove of quirky collectibles and vibrant design that's completely different from today's sleek, minimalist aesthetic.

The Return of Classic Toys

Some of the biggest stars of the Heisei revival are the toys.

Companies have reissued beloved classics like Tamagotchi and Hyper Yo-Yo, introducing them to a new generation while giving longtime fans a chance to relive their childhoods. Tamagotchi, in particular, has enjoyed a huge resurgence, and Beyblade continues to attract enthusiastic fans well into 2026.

But it's not just the reproductions that people want.

Original toys from the 1990s and early 2000s are highly sought after on resale marketplaces like eBay, Mercari, Depop, and Poshmark. Whether it's an authentic Tamagotchi, an original Beyblade, or another forgotten collectible, many fans prefer owning a genuine piece of the era.

Even the Snacks Are Back

The nostalgia doesn't stop with toys.

Heisei-era snacks are enjoying the revival as well. Hi-Chew remains a beloved candy for its soft, chewy texture and wide range of fruity flavors. Melon Soda, with its unmistakable bright green color and sweet, fizzy taste, has become an enduring symbol of the era, showing up in everything from bottled drinks to ice cream treats.

Pocky has also continued to evolve beyond its original chocolate-coated sticks, with playful flavors that capture the colorful, experimental spirit that defined the Heisei years -- the perfect after-school snack!

Why It Resonates

Every generation romanticizes a version of the past, but Heisei Retro feels a little different.

For millennials, it's a chance to revisit childhood and fond memories. For Gen Z, it's an opportunity to experience an era they mostly missed. It feels more tactile, expressive, and imperfect than today's digital world.

In an age where nearly everything happens on the internet and/or on a phone, there's something refreshing about snapping photos on a film camera, carrying a flip phone, collecting physical CDs, or taking care of a tiny digital pet hanging from a backpack.

Sometimes the things we call "outdated" don't disappear at all. They just wait long enough to become cool again.

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More by Elizabeth Webb:

Solitude or Isolation? The Mental Health Landscape for Young Expats in Japan

Silence Speaks: The Cultural Barriers to Talking About Mental Health in Japan