From "Heisei Retro" "Tamagotchi" to loose socks, the popularity is revived Generation Z is enthusiastic about being "emo"

FNN Prime Online

"Heisei Retro" is attracting particular attention in the word category of 2022 hit predictions by active female junior high and high school students. (From the 2022 JC/JK trend prediction “Kotoba category” ranking, researched by her JCJK survey team ). It seems that it mainly refers to the early Heisei era, but we interviewed the secret of its hit. [Image] A factory and a dedicated machine for making loose socks

Heisei's popular products are attracting attention again in Reiwa

Now, "Heisei retro" is booming in the streets. "Sylvanian Families", which was released in 1985 and became very popular around 1996 in the early Heisei era, is said to be on the rise again as Reiwa enters. Yodobashi Camera Multimedia Umeda Entertainment Manager Maiko Noda: There are many women in their early twenties from college students. Everyone seems to like taking pictures together outside, while Tamiya's "Mini 4WD" is enthusiastic from children to adults. Since its release in 1982, the number of units sold has exceeded 180 million units, and the manga about Mini 4WD has driven the Showa and Heisei booms. Recently, a circuit using projection mapping has appeared. Yodobashi Camera Multimedia Umeda Entertainment Manager Daisuke Shoji: Mini 4WD has been popular for a long time, but recently it's been on the rise again. There are quite a lot of people who come with their families.In addition to children who are starting to get hooked on Reiwa, it seems that there are more adults who are rekindled by the old Mini 4WD heat. Why is Heisei Retro so popular now? Speaking of items that symbolize Heisei retro, the profile book was very popular among elementary school students in the 1990s and 2000s. It seems that the manufacturer that once stopped manufacturing has started selling again and is selling well. In addition, the instant camera "Instax" released in 1998, which allows you to enjoy printing on the spot, is now enjoying a resurgence in popularity. According to Fujifilm, sales in fiscal 2021 are expected to exceed the previous year's, with the introduction of the latest model with a retro design and 100 different shooting patterns. Yodobashi Camera Multimedia Umeda Camera Manager Hirofumi Yamaguchi: It sells very well to young people, and regardless of gender, it's a place where you can enjoy old-fashioned film camera images, and it's popular on social media. Young people in their 20s to 20s called Generation Z. When I asked her about the charm... 20-year-old woman: You can't see it until it's developed. Young people in the digital generation seem to find analog and nostalgia new because they can shoot. An expert in trend analysis is Hideo Shinada, Senior Researcher, Nikkei BP Research Institute: In the Heisei era, the digital revolution progressed over the course of 30 years. New technologies, products, and services were born, and the world became more and more new and cool. For those who have taken it for granted since birth, it has been around for a long time and is not so new. It's by no means cutting-edge and not perfect, but the word "emoi", which means to be shaken by emotions, is spreading.