From Y2K to Y3K: Explaining the latest trends and corporate case studies attracting Gen Z's attention

"Y2K" was re-popularized among Gen Z a few years ago and was even nominated for the 2023 Buzzword Awards.
While the "Y2K" trend continues, did you know that a new word, "Y3K," has also emerged and is attracting attention?

For those who are surprised, saying "Y2K was just popular, and now there's another trend!?"
and for those who feel,
"I don't even know what Y2K is yet, so what is Y3K?"
please rest assured!

In this second Gen Z trend report, we will thoroughly explain the currently trending Y2K and Y3K designs!

We have thoroughly researched the differences between Y2K and Y3K designs, their respective characteristics, and case studies of companies and brands that are incorporating Y2K and Y3K designs. It is full of hints for grasping Gen Z trends and incorporating the latest designs. Please be sure to read until the end!

▼We have a wealth of experience in marketing support such as pop-up designs for Gen Z! Please also take a look at BEEATS's achievement introduction

To begin with, what is Y2K...

Y=Year
2=2
K=1000

In other words, Y2K is an abbreviation for Year 2000.
It is based on the fashion and culture that were popular in the late 1990s to early 2000s, and is characterized by a fusion of futuristic sensations and pop culture. At that time, fashion items using shiny metallic materials, platform shoes, cropped tops, low-rise pants, vibrant neon colors, and designs inspired by rough pixel art and digital art were popular.

There are several factors behind the resurgence of Y2K.

For Millennials (born between 1981 and 1996), the Y2K style was the trend from their childhood to their student years. Now that Millennials have become adults and are at the age of having families, the Y2K style, which reminds them of the fashion and culture of that time, evokes nostalgia and is one of the causes of its resurgence.

For Gen Z, Y2K style is popular as a fresh and unique fashion and design. For Gen Z, elements of early internet design and digital art styles are retro yet new, a style that is slightly exciting. It is similar to the "Heisei Retro" boom, and the feeling of enjoying past trends in a modern way perfectly matches Gen Z's sensibilities.

The Y2K trend spread rapidly as K-POP idols incorporated Y2K styles into their music videos and fashion and shared them on social media. South Korean fashion and cosmetic brands also actively adopted Y2K designs, and the boom is spreading globally through idols. Thanks to the influence of globally popular K-POP idols, its popularity has grown among their fans, and Y2K has become established as a global trend.

▲Have you seen it? Y2K fashion image

Y2K design is characterized by the following elements:

1. Vivid Colors: Fluorescent or primary colors such as bright pink, blue, and green.

2. Metallic colors/materials: Colors with a glossy feel like silver or gold, or materials with a metallic texture

3. Retro feel: Rough pixel art, pixel art, designs reminiscent of the early internet

4. Flashy (bold) patterns: Logos with conspicuous sizes or placements, flashy graphics

5. Cyber Graphics: Futuristic digital-style graphics.

By incorporating such elements, it becomes a design that Gen Z feels is "Y2K and cute!" In fact, if you look closely at content design for Gen Z, these elements are used a lot. Vivid colors, retro designs, and cyber graphics are overflowing, so please pay attention and take a look.

In addition to various fashion brands releasing products incorporating Y2K elements, and revival products appearing, we will introduce examples of companies that have incorporated Y2K.

Meiji Co., Ltd. released Apollo chocolates for a limited time in March 2024, featuring a vibrant Y2K color scheme (neon colors) on the packaging. By incorporating Y2K trend elements into product packaging, they are attracting the attention of Gen Z.

Furyu Corporation has been offering print sticker (purikura) machines where users can enjoy a Y2K worldview since February 2024. You can easily enjoy "Y2K Puri" by choosing backgrounds full of Y2K elements or adding graffiti that makes you feel the Y2K vibe.

In April and August 2024, Casio Computer Co., Ltd. released products with a Y2K design concept as new items in their shock-resistant "BABY-G" watch line. The colorful new colorways that incorporate the Y2K taste are attracting attention. In addition to the sale of over 2,000 carefully selected items from that era, exhibits of nostalgic Heisei-era goods were also held.

WEGO Co., Ltd. held the POP UP SHOP [WEGO VINTAGE Cho GALS], which featured realistic Y2K fashion items from that era, at the SHIBUYA109 Shibuya store in April 2025.

As you can see, attention to the Y2K trend, centered on Gen Z, is very high for companies as well.

While the resurgence of Y2K continues, the next thing attracting attention is "Y3K." Let's explore "Y3K," which is becoming a hot topic as a future trend, in more detail from here!

Y3K sounds like it might be part of the Y2K group... and it is exactly that!

The meaning of Y3K is,

Y=Year
3=3
K=1000

While Y2K was an abbreviation for the year 2000, Y3K refers to the year 3000, in other words, "the future."

While Y2K was a style that enjoyed the retro feel of the early 2000s, Y3K features a design that evokes a sense of the future and technological advancement. For example, it is characterized by designs that utilize holographic materials and metallic textures, and it incorporates elements and worldviews of technologies such as AI and the metaverse to express a "futuristic feel."

▲ Y3K image, metallic and sci-fi style, near-future feel is the key

Y3K is seen as an evolution of Y2K, but for the Y3K trend, the influence of K-POP idols who "truly embody Y3K" cannot be overlooked. Do you know the representative K-POP girl group "aespa"?

While it is familiar to those who already know Y2K and Y3K well or are knowledgeable about K-POP,

The first thing that comes to mind when you hear Y3K is "aespa," isn't it?

The popular K-POP group aespa debuted in Japan in 2024 and performed at the Tokyo Dome, making them a group that is attracting a lot of attention.

As for why it is Y3K, it is because aespa's concept and visuals are truly a style where the future and technology are fused. With virtual avatars as members, they are characterized by a worldview and performance that transcends the boundaries between reality and digital. With holographic effects, metallic costumes, and digital art visuals, aespa's style is beloved as a symbol of Y3K. It could also be said that aespa's popularity is creating the Y3K boom.

◆ "2024 MAMA AWARDS" Pop-up Store

The world's largest K-POP award, "2024 MAMA AWARDS." Pop-up stores that collaborated with Korean fashion brands and popular Japanese characters opened at Shibuya PARCO, and BEEATS was in charge of construction. For details, please see here.

◆MAKESTAR Pop-up Store "K-POP LUCKY STORE"

Korean K-POP commerce platform "MAKESTAR" held a year-end event for Japanese K-POP fans called "K-POP LUCKY STORE." BEEATS supports their first offline pop-up store, which features the latest K-POP albums and magazines, merchandise, lucky draws for popular K-POP idols, and fortune-telling to test your luck in supporting your favorite idols. For details, please see here.

▼Analyzing the latest spatial design trends in Seoul, South Korea, where brands popular with Gen Z gather.

We have released a report that thoroughly investigates trending stores in the most cutting-edge fashion areas and analyzes the latest trends in spatial design. For more details, please visit the Seoul Latest Store Design Trends 2026 Autumn/Winter Issue page.　※ Materials are available in Japanese only.

Y2K and Y3K have some things in common, but each design has its own unique charm.

Both incorporate cyber and sci-fi elements and are characterized by metallic materials and vivid colors. On the other hand, as a difference, Y2K has a nostalgic atmosphere as it is a resurgence of past trends, while Y3K has stronger expressions of "future feel," closer to the worldviews of metaverses, avatars, and sci-fi movies.

In summary, I feel that Y2K expresses a "slightly nostalgic future," while Y3K expresses a "new future further ahead."

Although the term "Y3K" already appeared in 2023, its level of attention seems lower compared to "Y2K." However, products incorporating Y3K have already appeared, and we will introduce one such example.

CANMAKE released nails with a Y3K theme in July 2024. The futuristic metallic color palette, inspired by the 3000s, along with the pearls and shimmer, truly makes you feel the Y3K aesthetic.

In April 2024, a model with a futuristic Y3K design appeared in the Western version of Tamagotchi, the "Original Tamagotchi."

In October 2024, SHIBUYA109 Entertainment Corporation held a limited-time event themed on Y3K fashion in the Web3 gaming metaverse The Sandbox "SHIBUYA109 LAND."

There are not many concrete examples of Y3K yet, but items and events themed on Y3K are gradually increasing, making us feel the possibility that it will spread further as a future trend.

By incorporating elements of Y3K design, impressive expression is possible for Gen Z. As examples of utilization...

◇Graphic design

You can create visually eye-catching content by using holographic effects and metallic colors in the design of posters, flyers, and websites.

◇Spatial design

By adding accents using metallic furniture, lighting, and materials with a sparkling feel, you can create a unique futuristic space.

◇Product design

By incorporating Y3K design into products used in daily life, such as smartphone cases, earphones, home appliances, and miscellaneous goods, you can add personality and a futuristic feel to the products.

◇Event promotion

By holding events or promotions themed on Y3K, you can increase buzz and provide a unique experience with a futuristic feel. It is especially effective when combined with digital art and interactive exhibits.

Z-generation trends change at a truly dizzying pace. The Y2K and Y3K booms feel like they happened just recently, but the next trend might appear very soon.

Keeping up with and understanding this sense of speed is the key to finding an approach that resonates with Gen Z.

Also, as was the case with the support ads delivered in the first Gen Z trend report, it cannot be overlooked that K-POP and Korean content are closely involved in Gen Z trends.

At the Retail Voice Editorial Department, we will continue to dig deep into Gen Z trends and deliver information that is useful for marketing!

【Characters popular with Gen Z are also changing】
The reasons why characters born in the Showa and Heisei eras, such as Tamagotchi and Monchhichi, are supported by Gen Z are introduced in this article.

▼Related article: Are Tamagotchi and Monchhichi popular with Gen Z? Reasons why they are attracted to Showa/Heisei characters

▼Also, please take a look at the article summarizing the "Korean vibe" trend spreading among Gen Z and the store characteristics of Korean brands!

Gen Z Trend Report Vol. 3 "What is the 'Korean vibe' that attracts Gen Z? Exploring the store design of Korean brands"

BEEATS is in charge of various stores and pop-up stores for Gen Z, including "nugu," which is popular with the generation. If you would like to add Y3K elements to the design of a space where Gen Z gathers, please feel free to consult with us. We are also able to propose the optimal planning and design based on the target's trends, such as researching the latest trends and incorporating them into promotional tools for Gen Z products. When you are considering stores, planning, or promotions targeting Gen Z, please feel free to consult with us.

For details, please see BEEATS's website case studies.

Q1. What is the difference between Y2K and Y3K?

A1. The main difference between Y2K and Y3K lies in the expression of "past retro feel" versus "futuristic feel." Y2K is a retro design that makes you feel a "nostalgic future" by recreating the trends of the early 2000s. On the other hand, Y3K is a design that makes you feel a "new future," conscious of the year 3000, and incorporates metallic materials and SF-style direction.

Q2. What is the background behind the resurgence of Y2K among Gen Z?

A2. There are three main factors in the background of the resurgence. The first is nostalgia for Millennials, the second is a retro and fresh feeling for Gen Z, and the third is the influence of K-POP idols promoting Y2K style through MVs and SNS. These overlapped, and it established itself as a global trend along with the Heisei retro boom.

Q3. Do you have any ideas for utilizing Y3K design in promotions or spatial design?

A3. Specific methods of utilization include four areas: graphics, space, products, and event promotions. For example, you can increase buzz by using holographic effects on posters, creating futuristic spatial direction by placing metallic furniture and lighting, or incorporating Y3K elements into daily goods.