Nostalgia revived with Heisei-era retro goods! A guide to items you’ll want to collect now
“They’re packed with memories from back then!” When we see nostalgic goods, we can’t help but pick them up.
The Heisei era was filled with items that charmed us with their unique vibe and design.
For those who lived through it, they bring back a wave of nostalgia; for those who didn’t, they feel fresh and “retro-cute.” Now, Heisei-retro goods are quietly sparking a boom.
Here, we’ll introduce the appeal of these trending Heisei-retro items and recommend ways to collect them.
Heisei retro goods bring back nostalgia! A guide to items you’ll want to collect now (1–10)
Retro-ready! Compact digital camera
Since the Reiwa era began, compact digital cameras—commonly called “kon-deji,” which were mainstream in the Heisei era—have become popular again.
Smartphone cameras are handy, but compact digitals have a retro, cute look and can capture beautifully.
Models from the 2000s in particular are trending as “emo” for their slightly grainy rendering and distinctive color tones.
They’re easy to use, so even kids can enjoy taking photos.
Some models are now hard to find and are popular as collectibles.
Heisei-era compact digitals let you rediscover the joy of photography.
Whether on your own or with family and friends, give them a try and capture lots of memories!
SWIMMER Swimmer
https://www.instagram.com/reel/DJayj7iRp-E/SWIMMER, the cute accessory brand that was hugely popular in the Heisei era, is known for its colorful, pop designs.
It’s full of items that are fun just to look at—stationery, accessories, small cases, and more.
Since the start of the Reiwa era, it’s been in the spotlight again for its nostalgic charm and cuteness, appealing to a wide range of ages from kids to adults.
For example, pens and pouches adorned with cake and fruit motifs are items that make you smile every time you use them.
SWIMMER is perfect for anyone who wants to add a little fun to everyday life—a treasure box of delights for lovers of all things cute.
It brings back Heisei memories while fitting perfectly into life today.
Be sure to check it out!
flip phone
https://www.instagram.com/reel/DBIp4vyiDeG/With the advent of feature phones and smartphones, the ordinary cell phones we had been using suddenly felt left behind by the times.
Combined with the idea of the genetically isolated Galápagos Islands, this gave birth to the term “Galápagos keitai,” or “Galakei” for short.
They’re also sometimes called “pakapaka” phones because many models folded open and shut with a snap.
There are still die-hard fans, and new models occasionally come out even today.
But I wonder if the nickname “Galakei” itself has already become a relic of the past.
San-X characters
https://www.tiktok.com/@sanx.official/video/7422164893303966983San-X has brought many popular characters into the world, including Rilakkuma, Sumikkogurashi, and Chickip Dancers.
If you grew up in the Heisei era, you might remember Tarepanda, Kogepan, or Afro Ken.
In fact, merchandise featuring these iconic 2000s characters was released in 2024, and new items continue to appear.
They’re sure to bring back nostalgic memories! Why not pick some up for yourself?
Heisei-era retro from Sanrio
https://www.tiktok.com/@yokopii/video/7508279289117199623“Huh? Does Sanrio even have that kind of ‘period feel’?” some of you might wonder.
Hello Kitty has been popular all along, so in that sense it doesn’t seem like there are real fads or declines.
But in fact, many characters were born in the Heisei era—Cinnamoroll and Usahana are Heisei babies too.
And if you extend your attention beyond characters to the merchandise, the Heisei-retro vibe is bottomless.
Items like the “Sanrio Galerie-nu Heisei Frill Hair Tie 2-Piece Set” are still being traded online and remain popular! If you want to know more, ask a Sanrio fanatic around you—they might have some fun Heisei stories to share.
Seal replacement
https://www.instagram.com/reel/DNUdPZHJjZ-/Stickers are usually something you “stick somewhere and enjoy,” like decals, but there’s also a culture of enjoying collecting stickers and trading them.
It’s not as big a topic as it used to be, but of course people still do it today.
That video of Ano-chan and Sosina trading stickers got a lot of attention too, and I bet many people thought, “Maybe I’ll start collecting stickers, too.” Disney characters, anime, your favorite idols, animal stickers—anything goes.
Just looking at stickers you like is enough to make you happy!
Profile book
https://www.tiktok.com/@maichannn/video/7400336967809961224If you were a girl who spent her childhood in the Heisei era, you almost certainly know the “profile book.” Depending on the product, it had all sorts of sections—name, nickname, hobbies, favorite color, and more.
It felt like everyone had one back then.
If you had lots of friends, you probably had to fill out tons of pages, which was tough, but it was a tool for getting to know people and becoming closer.
The handwritten aspect felt warm, and when someone wrote something unexpected, it led to new discoveries and sparked more conversations with friends.