『平成レトロ』再燃！“ルーズソックス”や“使い捨てカメラ”若者を魅了「平成のギャルエモい！」懐かしさと新鮮さを兼ね備えた平成レトロ今後のトレンドに注目

Loose socks and disposable cameras. Many nostalgic items from the Heisei era are experiencing a resurgence of popularity. If you pay close attention to young people in Sapporo, you'll discover the fashion that was all the rage among high school girls during the Heisei era! "Loose socks and the Heisei era of gyaru. So emotional! So emotional, right?" (2nd year high school student) Right now, the 1990s trend of "loose socks" is popular among high school girls. "I saw my mom wearing loose socks in photos from her album and thought they were so cute." (2nd year high school student) This woman is wearing nostalgic characters that were hugely popular among girls during the Heisei era. "Tamagotchi characters and Angel Blue are trending. I think a lot of the things I had in elementary school are now being sold. I'm happy that I can now buy things that I couldn't afford back then." (28-year-old woman) Other items include platform shoes and low-resolution digital cameras. Things that were popular during the Heisei era are now attracting renewed attention. The Heisei era lasted for roughly 30 years. A variety of products and cultures were born, including Tamagotchi, which sparked a huge boom in gyaru fashion, and card games. These products are now being called "Heisei Retro" and are attracting attention. Why is this happening? We spoke with Yamashita Melo. She has collected 40,000 Heisei-era goods and has even published a book. She says that what the younger generation finds refreshing about the Heisei era is its freshness. "The current generation of parents and those who have just started working and have the financial means to do so are experiencing their youth during the Heisei era, so they can buy whatever they want with their own money, things that they begged their parents for or couldn't get when they were young. The younger generation, who don't know what it was like when trends went out of fashion, look at things from a more objective perspective and buy things they think are cute," says Yamashita Melo, a Heisei Retro researcher. So, what kinds of products are popular? "This store is lined with products that were popular during the Heisei era, such as nostalgic game consoles," says reporter Yukiko Kumasaka. Opened in June 2025, this store is the first in Hokkaido to feature a "retro corner" stocking a wide range of Heisei-era products. Stickers are particularly popular. "They sell out as soon as they hit the shelves. Some people feel nostalgic, but people in their 20s and 30s, as well as children, are buying them because they want to collect them again," says Kazunori Miura of Don Quijote Chitose Store. During the Heisei era, collecting and trading stickers was popular, especially among girls, but it's now experiencing an unprecedented boom. Since the start of 2025, plump, three-dimensional character stickers have been popular, with sales reaching 160,000 units in September. October is expected to surpass that figure. "I often collect stickers and trade them. It's fun to collect the puffy stickers and trade them for the ones I want." (9-year-old) Some parents and children enjoy collecting stickers together. "(My favorite is) the part where I stuck a sticker to this part." (9-year-old) "For me, it's the water stickers. They have water in them. Being able to buy what I like (as an adult) is a great thing." (30s) There are also products featuring characters that were hugely popular among girls during the Heisei era. "Angel Blue and this Love and Berry are popular products. We've been getting more inquiries since last year, and it feels like new merchandise is starting to be made." (Shop owner) According to Heisei retro researcher Melo Yamashita, sticker trading and character goods, which were popular with girls in elementary school in the 2000s, are the current trend in Heisei retro. Other items include loose socks, which are experiencing a resurgence among high school girls, and old-fashioned disposable cameras, which are popular among young people because their low resolution adds a certain charm. "Heisei Retro" combines nostalgia and freshness. It will be interesting to see what will be the next trend.