Heisei Retro: Everything You Need to Know! 

Trends constantly recycle and come back into style, with Heisei retro being no exception! Heisei retro is making a comeback because, for many people, reliving that aesthetic invokes nostalgia and fond memories from that time period. Let’s explore what makes this trend so appealing and the history behind it!

When was the Heisei era?

In Japan, eras correlate with the reign of a Japanese Emperor. Before the Heisei period was the Showa era (1926-1989), when Emperor Hirohito reigned. The Heisei era began in 1989, when Emperor Akihito ascended the throne after the death of his father, Emperor Hirohito. It lasted till 2019, when Emperor Akihito abdicated the throne and passed it to Crown Prince Naruhito. Emperor Naruhito’s reign is known as the Reiwa era (2019-present). 

The English translation for Heisei (平成) is “achieving peace.” This period in Japan was marked by unstable politics, deadly earthquakes, and a boom in pop culture. Many classic Japanese anime that are famous worldwide today first became popular at this time. Sailor Moon, Dragon Ball Z, and Cardcaptor Sakura are just a few! 

What is Heisei retro?

Similar to how the Y2K aesthetic has been trending in the West, Heisei retro largely stems from the 1980s and early 2000s. One big difference between the two terms is that Y2K is commonly associated with fashion from the 2000s. Whereas Heisei retro encompasses fashion, music, anime, and characters from that time period. Bright, bold colors and patterns are a hallmark of both. 

In terms of Heisei fashion, Heisei gyaru were an iconic Japanese fashion subculture. In Japanese, the word gyaru comes from the English term gal. Some of the key features of Heisei gyaru include tanned skin, stylish hairdos, and flashy clothing. 

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Disposable and compact cameras that produce gritty, less-than-perfect image quality are also gaining popularity. For many young people, not knowing how disposable camera photos will turn out is exciting. Although everyday smartphones can take high-definition photos, the experience of adjusting and pressing the controls is fun and tactile. 

Current popularity of everything Heisei in Japan 

Stickers and sticker albums were extremely popular during this time period, especially amongst elementary school children. However, it has now been gaining traction amongst kids, teenagers, and even adults! Sticker albums are used to store your stickers. You can rearrange them on the sticker sheets without worrying about them losing their stickiness! Many people will share their sticker albums with friends and trade stickers. 

Tamagotchi was released in 1996 and is a staple of the Heisei era. The main goal is to keep a digital pet alive in the small, egg-shaped handheld device. Tamagotchi has been making a comeback, with merchandise selling out and various collaborations being done with makeup brands and gacha. 

For those who grew up in the Heisei era, such as millennials (1981-1996), reliving this trend allows them to experience their childhood nostalgia. For younger generations such as Generation Z (1997-2012), this revival lets them experience a unique retro feel! Now, people can express themselves creatively and rediscover the Heisei aesthetic. 

Heisei retro iconic characters

Some of the most recognizable Heisei characters are from Shizuku-chan! Originally an illustrated children’s book series in 2003, it has expanded into anime and manga. Shizuku-chan is the main character of the series and is a raindrop sprite, with various other droplet sprites featured too. 

Founded in 1987, Kamio Japan is a stationery company that has produced famous Heisei characters such as Pukupuku Awawa-chan, Happy March, and Usa-chan. The cute and colorful atmosphere that these characters bring allows buyers to feel as if they are brightening their everyday life. 

Interestingly, some fashion brands born in the Heisei era have their own iconic mascots! Angel Blue is a fashion brand that was born in 1989, targeting tweens. Their original character is called Nakamura-kun. He is often depicted in blue, with a panda-shaped head and pink hearts as his ears! 

Bon Bon drop stickers

Recently, Bon Bon dop stickers have been extremely popular in Japan, selling out quickly and leaving stores scrambling to restock inventory. These stickers are transparent and three-dimensional, creating a glossy and smooth texture. Although they were made in 2024, there have been various Heisei character collaborations featuring Tamagotchi, Sanrio, etc.! Buying stickers that are reminiscent of people’s childhoods is a factor in these stickers’ popularity. 

How to partake in this trend 

At Loft, Hands, and other stationery stores, Bon Bon drop/Heisei stickers and sticker albums are sold. If you want to find cheaper but just as cute stationery, look out for ￥100 stores (Editor’s Note: 100 yen shops are similar to dollar stores in the US) such as Daiso, Seria, or Cando! Additionally, there are many options available online, just search up Heisei retro, and you’ll be set! 

Lately, gachapon machines also offer a wide variety of Heisei character goods. Some Village Vanguard stores have gachapon machines too! With over 250 shops, Village Vanguard is a variety store chain that is well-known in Japan for its diverse inventory. They sell character goods, manga, snacks, and much more. Similar to Don Quijote, this chain is bursting with items and feels like treasure hunting! 

If you want to experience a throwback to the 1980s-early 2000s with a unique Japanese twist, Heisei retro is your best bet! What is your favorite item or character from Heisei retro? Leave a comment below and let us know!