Oct 08, 2025 (News On Japan) - Characters such as Tarepanda, Kogepan, Nakamura-kun, and Rilakkuma — all born in Japan’s Heisei era — are once again capturing the hearts of the Reiwa generation, sparking a wave of nostalgia and renewed popularity among young people.
In Tokyo’s Harajuku district, long known as a center of youth culture, young shoppers were seen carrying keychains and charms of so-called “Heisei retro” characters. A woman in her 30s with a Nakamura-kun keychain said she has liked the character since childhood, adding that it feels both nostalgic and refreshingly modern.
High school students have also embraced the trend, attaching characters such as Usahana to their bags. One student said the “nostalgic look is part of the cuteness” and added that she often posts photos of her favorite characters on social media. Sharing pictures of Heisei-era characters online has become a popular way for the Reiwa generation to express their affection for them.
Some fans say the appeal spans generations. One user posted a photo of Kogepan on X, noting it was a gift for her daughter in her 20s. Others say that the resurgence has led to mothers and daughters rediscovering characters they both enjoy.
At specialty stores selling character merchandise, displays feature a wide range of nostalgic goods. A mother whose daughter bought “Ranma ½” items said she was delighted to find merchandise from a series she once loved herself. A woman in her 20s chose Teletubbies pouches and smartphone cases, saying she liked their bright colors and recently began enjoying them again after watching the show as a child.
The appeal of these retro characters has united parents and children alike. A mother in her 50s and her daughter in her 20s were drawn to Kogepan and Tarepanda. “It’s so nostalgic,” said the mother, while the daughter recalled keeping a memo pad she thought was too cute to use. Another woman in her 50s who bought Angel Blue’s Nakamura-kun and Tamagotchi goods said she used to play with Tamagotchi and came to buy one for her child.
The Heisei retro boom has created new business opportunities for companies reintroducing popular characters from the 1990s and early 2000s. Hotels offering Rilakkuma-themed rooms and dishes report that reservations have been constantly full, while new products featuring these characters continue to be released.
In Harajuku’s capsule toy shops, walls are lined with figures of Hamtaro, Ocha-Ken, and Cinnamoroll. A young girl visiting with her mother proudly showed off eight Kero Kero Keroppi toys she had collected, saying she switched from liking Cinnamoroll after reading a book about Keroppi. Nearby, another girl searched eagerly for Kuchipatchi from Tamagotchi, while a woman smiled after successfully getting a Cinnamoroll capsule.
According to shop manager Tsutomu Sakurayashiki, many women who loved Sanrio characters as children are now visiting with their own children, creating a fan base that spans two or even three generations.
Source: FNN
