Heisei Retro Awareness Surpasses 90%: A Consumption Trend Connecting Generations

A survey by Nippon Information reveals that the 'Heisei Retro' trend has reached a 90.1% recognition rate among Japanese women aged 13-39. Nearly half are actively engaged in buying or watching related products. While teens find the trend 'emo' and stylish for SNS, those in their 30s value the nostalgic emotional connection to their childhood. Popular activities include Gacha-gacha and sticker collecting, which serve as communication tools. Character collaborations and revived packaging significantly boost purchase intent in food and consumer goods.