In February 2025, "Heisei Girl Choco" became a bit of a hot topic on social media. Melt a chocolate bar, pour it into an aluminum cup, and sprinkle colorful chocolate spray on it. It is that "handmade chocolate" that you might have had the memory of making once when you were an elementary schooler. Voices of empathy gathered for such chocolate that makes memories come back, saying "It's too nostalgic!" Culture wearing such a "slightly tacky but cute" atmosphere is called "Heisei Girl."
Retail Voice has published three trend articles that are close to Gen Z's sensibilities. Amid the re-evaluation of 2000s culture such as Y2K, the focus this time is on this "Heisei Girl." In this article, we will unravel why this "nostalgic and new" worldview is accepted by Gen Z, and explore how to utilize it for promotions and space direction.
What is a "Heisei Girl"? A simple explanation for those who don't know
"Heisei Girl" is a culture that is now attracting attention again among Gen Z, rooted in the culture, items, and sensibilities of girls who were elementary school students in the early 2000s.
Gen Z is the generation born around 1996 to 2010. Among them, the sense of distance from the Heisei girl-like worldview varies from person to person. So, it might be easier to understand if you roughly divide it into two.
Group 1
Experienced Generation (Born around 1996–2001)
For this group, currently in their mid-to-late 20s, the Heisei girl worldview is truly the path they walked "back then"! Sanrio Jewelry, Sailor Moon, Oshare Majo Love and Berry, Pretty Cure, Tamagotchi... all remain as real memories, and they enjoy it with the feeling of "How nostalgic!"
Group 2
Fresh Generation (Born 2002 or later)
This group, currently in their late teens to early 20s, did not experience the culture of that time in real life, but they are the type who feel it is "somehow emotional" or "ironically cute" after seeing it on social media. They are characterized by rediscovering it as "neo-retro" and incorporating it and enjoying it in their own way.
What is common to both layers is the "atmosphere that allows you to honestly feel it is cute." It might be the reason why the "free cuteness that is 'just right to be slightly over-the-top,' which is a bit different from today's simple and neat trends," is supported.
What kind of things are "Heisei Girl"-like?
So, in reality, what kind of items are considered "Heisei Girl"-like? To give some representative examples...
・Glittery stationery and Hoppe-chan from Sanhoseki ・Anime works like Sailor Moon and Ojamajo Doremi ・Heisei-era gadgets like Tamagotchi, Purikura, and flip phones ・Narumiya-brand clothing like mezzo piano and Angel Blue ・Pastel colors, ribbons, stars, hearts, glitter... decorations that layer "cuteness"
These are all icons that remind us of that era when "girlhood was at its peak" in the early 2000s.
On TikTok and Instagram, many posts incorporating these items and their atmosphere have been uploaded with the "#HeiseiGirl" tag.
What is the difference between "Heisei Woman" and "Heisei Gal"?
By the way...
There is also a word similar to "Heisei Girl" called "Heisei Woman." "Heisei Woman" is a term that broadly refers to women born in the Heisei era, and it is mainly used to express lifestyle and value trends; it is more of an attributive word. On the other hand, "Heisei Girl" is a culture-related term rooted in the "girl culture" of the early 2000s. It is a word that refers not only to the visual worldview of pink, glitter, and ribbons, but also to the entire style of sensitivity, including the "mindset of enjoying the 'cute' of that time."
And one more thing, what you hear often is "Heisei Gal." This refers to the flashy gal culture of the time that emphasized self-expression, which was popular from the late 1990s to the 2000s, such as Shibuya 109, gal magazines, skin-baring outfits, and dark makeup. If Heisei girls are "fluffy, sparkly, and loosely cute," would self-expressive Heisei gals be the image of "tough-cute, flashy, and self-assertive"? Both are symbols of the era, but the type of "cuteness" is completely different.
Why does "Heisei Girl" resonate with Gen Z right now?
In the first place, with the advent of the Reiwa era, Heisei culture itself has been attracting attention as a retro and cute "Heisei Retro", even among generations who did not experience it. As the sensibility of feeling Heisei as retro and cute spread, the "Heisei Girl" first became a hot topic because the first half of the Gen Z generation (the experienced group) got excited saying "It's nostalgic!". According to a survey by "LIPS", more than 70% of Gen Z answered that they "know the word Heisei Girl," which shows that this trend is not just a niche fad or only sympathized with by the real Heisei girl generation, but has already penetrated widely. (*Survey targeting LIPS users (teens to 40s and up), survey period: February 21, 2025 (Fri) – February 28, 2025 (Fri) n=1,614)
What is the reason why "Heisei Girl" fits the current era? I explored a few reasons.
Reason 1.
"Too much" is ironically cute
Although social media is overflowing with minimalist and stylish worldviews, the "slightly too much" cuteness of glitter, sequins, and ribbons is actually refreshing right now. Just as the "flashy decoration" features that once existed in print club booths have been revived and become a hot topic, the background is that the sense of not being too neat, a worldview where cuteness is gathered, and handmade-feeling expressions appear "fresh and cute" to Gen Z.
Reason 2.
Enjoyable not for "someone else," but for "my own mood"
The atmosphere of Heisei girls is close to the feeling of "choosing because I like it" rather than "showing it to someone." Now that we are a bit tired of the "Like" culture on social media, we might be obsessed with the air of "I want to choose things that lift my own mood."
Reason 3.
Nostalgic but new
Heisei girls are a real memory for the first half of Gen Z, and an unknown retro culture for the latter half of Gen Z. "I knew it but forgot," "It looks like I've seen it somewhere, but I haven't really experienced it"——
Perhaps such a "nostalgic yet new" feeling is gradually striking a chord. Moreover, the point is that it can be "enjoyed by arranging it in a modern way," not just as it was in the past. Just by adding a little bit of Heisei-ness to nails, fashion, miscellaneous goods, and novelties, the exquisite balance that makes you think "maybe this is okay" is being accepted as a little "spice of cuteness."
Corporate promotion cases incorporating the Heisei girl worldview
The "Heisei Girl" culture that gathers empathy from Gen Z has been incorporated into various corporate promotions in recent years. In particular, it has been developed in the form of "collaboration campaigns" with characters and brands, and has been utilized for social media buzz and strengthening the experience on the sales floor. Here, we introduce some cases that actually attracted attention.
Case 1
Neutro with Narimiya Characters ~Our Heisei updated and came back!?~
A campaign conducted by LUMINE Co., Ltd. and Narumiya International Co., Ltd. at LUMINE EST Shinjuku from February to March 2025. Using characters from brands popular with "Heisei Girls," such as mezzo piano, the venue was decorated with a photogenic "Heisei × Modern" world view. Sales of limited-edition items and pop-up store openings were also held, and the "Heisei Girl"-themed project gained significant attention, leading to large crowds and queues.
Case 2
Sanrio "Heisei Girl Chocolate Gacha"
A Gacha featuring Sanrio Characters turned into "Heisei Girl Choco"-style mini mascots has appeared. The confectionery visual of a chocolate bar in an aluminum cup sprinkled with chocolate spray, which is truly "Heisei elementary schooler-like," has been recreated as Choco x Character. It was rolled out during the 2025 Valentine's season and became a hot topic on social media.
Case 3
"Oshare Majo Love and Berry" × "Scalp-D Eyelash Serum"
The arcade game "Oshare Majo Love and Berry," which was a symbolic existence for Heisei girls, collaborated with the popular product "Scalp D Eyelash Serum" from Angfa. They developed limited-edition packaging that utilizes the visuals of Love and Berry, as well as novelties such as illustration cards, making it a promotion that resonated with both the "generation that knew it at the time" and the younger generation who felt it was "ironically fresh."
What these cases have in common is that they are not just reproducing the Heisei girl vibe, but are reinterpreted with an awareness of the "modernity" that overlaps with "Gen Z's sensibility." Photo-worthiness, gimmicks that make you want to share, nostalgia of the goods—everything is designed as an experience, making it a promotion that is firmly connected to "now" while using "Heisei girl" as the theme.
What kind of brand does a "Heisei Girl" promo suit?
At first glance, these cases might seem limited to certain industries such as fashion and cosmetics, but the "Heisei Girl" worldview can be applied much more widely. For example, if you meet the following conditions, "Heisei Girl"-style promotions might fit well.
・Targeted mainly at women in their 10s and 20s ・Handling products that sell "cuteness" or "world view" ・Wanting to become a topic on social media or encouraging UGC (user-generated content) ・Lifestyle goods, stationery, character goods, sweets, and other emotionally-focused product categories
Also, for projects, you can think of things that can be developed independently, not just collaborations.
・Sales floor decorations and photo spots that make use of Heisei girl-like color schemes and textures ・Heisei girl item novelty projects (glitter pens, etc.) ・POP and packaging productions arranged in Heisei girl-style designs ・"#HeiseiGirlChoco"-style posting campaigns, etc.
The important thing is whether you can connect with Gen Z who honestly enjoy "cute" through their sensibility. If you can combine it with the worldview of your brand and products, you can develop promotions that are resonated with as "modern cute" without relying on collaborations.
Next, let's look at "Heisei Girl"-style expressions and essences that can be applied to actual sales promotions and space creation.
"Heisei Girl" essences that can be used for promotions and space design
From here, I will introduce designs and ideas that are Heisei girl-like, which will be a hint when incorporating them into promotions and space direction.
◆ Key colors: Vivid colors such as pink, yellow, blue, purple, etc.
Speaking of Heisei-era girls, it's all about vivid and colorful colors centered around pink. Combining colorful, sparkling shades with a base of pink instantly creates that "Heisei girl" vibe. You can create this worldview just by coloring the entire sales floor in a vibrant way or by using these colors as one-point accents.
For visual production, make use of classic motifs. In addition to heart and ribbon motifs, materials with a "fluffy" feel such as tulle and lace, as well as glittery finishes like lame and mirror accents, are recommended. By incorporating them into displays, fixtures, and packaging, you can enhance both photogenicity and the reproduction of the world view.
Considering Gen Z's behavioral patterns, gimmicks that make them want to take photos spontaneously are essential. For example... ・Retro print club-style photo booths ・Photo panels with Heisei-like backgrounds ・"Old-school stationery-style" novelties like glitter pens and profile books Just having these elements can change the impression of an event or sales floor and increase social media posting rates. It becomes easier for both "empathy" and "diffusion" to work together.
◆ Worldview tone: Cuteness is a style of layering
If you want to express a Heisei girl's worldview, "over-the-top cute" is actually the correct answer. Translating this nuance into design creates what Gen Z considers "modern cuteness."(*Of course, Heisei girls are not the only Gen Z trend, so this is just one example of "cute.") Simply using rounded fonts in your logo or adding character-style illustrations can create a great atmosphere. "The more, the better, and sparkle is good"—that is the charm of the Heisei girl.
Summary: Heisei girls are not just "nostalgic"!
"Heisei Girl" is not just a boom of nostalgia, but is being re-focused on as a culture that naturally overlaps with Gen Z's "cute" sensibility. Nostalgic yet new, just the right amount of over-the-top—that kind of free sensibility fits comfortably into today's atmosphere. Cuteness chosen for one's own mood, without caring about others' eyes. For Gen Z who sympathize with that feeling, "Heisei Girl" has become one of the new options that lifts their mood. It is not just spreading as a trend, but also has enough range of application as an idea for promotions and space direction. Doesn't the perspective of flexibly capturing "modern cuteness" become a trigger for creating new connections with Gen Z?
Leave promotions that resonate with Gen Z to BEEATS!
In promotions that capture Gen Z's sensibility, not only visual impact and topic-worthiness, but also how the person receives it is important. In themes where sensibility and culture are the axis, like Heisei girls, carefully creating the atmosphere is the key point to calling for empathy.
BEEATS has supported many sales promotion and space design projects that visualize brand worldviews and connect them to real experiences. Designing what the brand wants to convey in a way that reaches the target—that support is our area of expertise. While cherishing sensibility, we also support practical planning based on a field perspective. For those considering promotions that will reach Gen Z, not limited to Heisei girls, please consult BEEATS. Let's work together to create an experience that people will want to share, and moments where empathy is born!
A1. "Heisei Girl" is a culture attracting attention from Gen Z, rooted in the culture and items of girls who were in elementary school in the early 2000s. It features an "over-the-top" cuteness and free sensibility, such as Sanrio Jewelry, Tamagotchi, and Narimiya-related brand clothes.
Q2. What is the difference between "Heisei Girl" and "Heisei Gal"?
A2. The difference is that while the "Heisei Girl" style is a "fluffy, sparkly, and loosely cute" worldview that makes heavy use of pink, glitter, and ribbons, the "Heisei Gal" is a style that emphasizes the "tough-cute, flashy, and self-assertive" look that was popular from the late 1990s to the 2000s.
Q3. Why are "Heisei Girls" popular with Gen Z right now?
A3. The reason is that, compared to simple and neat social media trends, the "over-the-top" cuteness looks ironically fresh. Also, the point that you can enjoy it in your own mood without caring about other people's eyes, and the emotional feeling of "nostalgic yet new," are striking a chord with Gen Z.
Q4. What are the points when incorporating "Heisei Girl" into promotions and space design?
A4. The key is to overlay motifs like ribbons, hearts, and glitter, based on vivid colors like pink. Also, it is effective to prepare gimmicks that make people want to post on social media, such as retro print club-style photo spots and old-school stationery-style novelties.
