Retro is all the rage. From Apple’s latest MacBooks evoking 50s and 60s modern design to groovy F&B packaging and Y2K fashion, retro style is increasingly making its appearance across industries and markets. In Japan, the retro boom started to emerge just before the Covid-19 pandemic and is now in full swing, with aesthetics such as Showa (1926~1989) retro and Heisei (1989~2019) gal trending among the Gen Z demographic.

While difficult to pinpoint a single reason for the revival, many attribute its rising popularity to its Instagrammable nature as well as its ability to offer comfort through familiarity during times of uncertainty. The appeal of retro and vintage novelty isn’t something new; fashion trends often reappear 20~30 years after their initial boom (think nostalgia for the 60s and 70s during the 90s, and 90s fashion trending during the 2010s) so it appears being drawn to past pleasures and missed experiences is a recurring phenomenon that’s likely to continue for future generations.

In any case, our inclination to seek familiarity during times of stress ultimately allows us to connect with each other. As seen by the 2021 reopening of Seibu Amusement Park as a 1960s-inspired Showa-era streetscape and the FUDGE magazine x PARCO pop up mimicking the ambiance of old-school Japanese coffee shops and many others, the retro trend offers boundless opportunities to resonate with generations, both old and new. Here we spotlight three brands that have taken a unique approach to leveraging nostalgia and the current retro renaissance to grow their business in the digital age.

Pokémon’s Homage to the Originals

Since its inception in 1996, Pokémon has grown to become the world's highest-grossing media franchise, amassing an estimated all-time revenue of over $90 billion USD. Originating as a role-playing game (RPG) released on the Nintendo Game Boy, which was grappling with poor sales at the time, Pokémon defied expectations by capturing the hearts of elementary school students through to its collectible nature and interactive gameplay. By attracting a younger demographic than the typical audience for RPGs, Pokémon not only revitalized the then struggling Game Boy console but became an overwhelming hit. An anime series was launched the following year, and the craze soon travelled overseas, laying the foundation for its global success across gaming, anime, and trading card industries.

 Nearly three decades since its release, the Pokémon fan base today has matured with many enthusiasts now in their late 20s and 30s. Yet, as with any long-standing franchise, maintaining relevance across generations poses a challenge. Pokémon, however, has found a winning formula through strategic remakes. With 38 titles released since the debut of Pokémon Red and Green, including five remakes, the series has managed to stay fresh while preserving its core appeal. The latest remake, Pokémon Brilliant Diamond and Shining Pearl, released in 2021, reignited nostalgia among fans who first experienced the game in their elementary school days, as evidenced by the surge in their tweets as well as in teens. By breathing new life into celebrated originals, these remakes tap into the nostalgia of long-time fans while simultaneously attracting the next generation. Notably, there has been a trend of parents who once played the older games now playing with their children too, demonstrating Pokémon’s success in ensuring continued relevance.

McDonald’s Viral Cat Campaign

Another brand tapping into the retro trend is McDonald's. Last February, McDonald's Japan launched the #ShakaCat TikTok campaign to promote its limited-edition Shaka Shaka Fries. Aiming for a 50% awareness rate among men between the ages of 20 to 34, the company collaborated with the original creator of the viral 2011 NyanCat video to develop a parody GIF featuring a cat with McFries, rather than a Pop Tart. Taking advantage of the widespread popularity of cat memes, the GIF was released as a teaser on Japan’s Cat Day February 22^nd, one week before the sales launch, with 3 more cat inspired videos created in collaboration with influencers and illustrators thereafter. The #ShakaCat videos garnered over 1.53 million likes on TikTok and 450,000 likes and reposts on X, marking it one of McDonald's most successful TikTok campaigns.

The campaign's success was attributed to its ability to blend nostalgia with novelty. By replacing ‘nyan nyan’ with ‘shaka shaka,’ the team was able to create an addictive song that translated seamlessly to TikTok. The videos also gained attention from viewers overseas, with user-generated content in the form of fan art and videos further amplifying the product's visibility and driving sales far beyond their targets.

Mercari’s Time Capsule Exhibit

The final brand embracing the retro revival is Mercari, Japanese e-commerce pioneer known for its Mercari marketplace app and for being the first Japanese company to reach unicorn status, a privately held startup company with a value of over $1 billion USD. Last year, Mercari hosted a 5-day immersive exhibition titled Uchinojikka or 'My Parents' Home’ in Harajuku. This time capsule exhibition sourced over 2,000 vintage items such as retro gaming consoles, Hello Kitty accessories and posters of Heisei J-POP idols from Mercari marketplace as well as employee collections to recreate the quintessential Japanese home from the early 2000’s. As visitors entered the exhibit, they were greeted by actors playing their parents who were happy to see them visit their childhood home.  

The exhibition was a hit, drawing in nearly 2,000 eager visitors, some waiting in line for up to 90 minutes. It became a trending topic on social media as well, with guests being treated to nostalgic drinks such as Ambasa and HI-C by ‘their mother’ as incentive for sharing photos and videos of the exhibition on Instagram. With the Heisei and Showa retro trend already contributing to a surge in sales on Mercari, My Parents' Home captivated a broad audience by expertly curating a collection of popular items from the late '90s and early '00s.

Though evoking nostalgia was a key goal, the ultimate purpose of the exhibit was to highlight the value of second-hand items and convert them into Mercari listings. In November 2023, Mercari conducted a survey revealing that unused items, or ‘hidden assets,’ amounted to an estimated 66 trillion yen nationwide, but many of these items end up being thrown away. The exhibition was held roughly a month before the New Year's cleaning season, and Mercari provided guests with a 'Eco Box' to temporarily store items for listing as well as packing materials for shipping. Despite its brief run, My Parents' House' deeply resonated with visitors, with some expressing plans to list similar items on Mercari, confirming its success as a marketing activation.