On the streets of Sapporo, high school students can be seen embracing the same fashion that defined their parents’ teenage years. “Loose socks and Heisei-era gyaru fashion are so emotional, so cool!” said one second-year student. Inspired by old family photos, many teenagers say they find the once-popular style “cute” and are eager to make it their own.
The revival goes beyond fashion. Beloved characters like Tamagotchi and Angel Blue, which were hugely popular among girls in the late 1990s and early 2000s, are appearing on new merchandise. “Things I couldn’t buy as a child are now available, and I’m happy I can finally get them as an adult,” said a 28-year-old fan.
Platform shoes and early digital cameras with low-resolution images—once cutting-edge technology—are also making a comeback. Young people today appreciate these items for their nostalgic aesthetic.
The Heisei era, which spanned roughly three decades, saw the birth of iconic trends, from gyaru fashion to Tamagotchi toys and collectible card games. Today, these symbols are being rediscovered under the banner of “Heisei retro.”
According to researcher Mero Yamashita, who has collected more than 40,000 Heisei-era items, the new generation finds them appealing because they are fresh and unfamiliar. “People who grew up during Heisei now have disposable income, so they’re buying the things they once wanted as kids. Meanwhile, younger people who never knew those trends are discovering them from a neutral perspective and buying what they find cute,” Yamashita explained.
Shops are responding to the renewed interest. A store that opened in June 2025 in Hokkaido features a dedicated “retro corner” filled with nostalgic products, including classic gaming consoles. Stickers, once a staple of schoolyard trading games, are among the most popular items and often sell out immediately.
“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,” said Kazunori Miura of Don Quijote’s Chitose branch.
The sticker craze, which was especially popular among girls during the Heisei years, has exploded again. Puffy, three-dimensional character stickers have become bestsellers in 2025, with 160,000 units sold in September and even higher sales expected in October.
“I love trading stickers. Collecting the puffy ones and swapping for the ones I want is fun,” said a 9-year-old girl. Parents and children are enjoying the hobby together, often choosing nostalgic designs like “water stickers.”
Angel Blue and Love and Berry, iconic brands from more than a decade ago, are once again in high demand, with new product lines launching to meet the resurgence of interest.
According to Yamashita, the current wave of Heisei retro trends is driven by items that were especially popular among girls who were in elementary school in the 2000s—from character merchandise to sticker exchanges.
Loose socks are also trending again among high school students, while the distinctive low-resolution look of instant film cameras is now appreciated for its nostalgic charm.
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