Contents
Introduction
As we bid farewell to 2023, aix’s webinar highlighted six “Pick Keywords” that significantly influenced Japan this year. In our previous articles, we delved into three of these keywords – AI, SNS Regulation, VTuber – and today, we’re excited to explore the fourth term that played a pivotal role in shaping Japan’s marketing landscape in 2023, Y2K!
If you missed our insightful webinar, worry not; you can catch up on all the details in this comprehensive recap article, where we discussed the noteworthy marketing trends in Japan and offered insights into what the business world can anticipate in the coming year.
The Y2K Revival: NewJeans Take Center Stage
Debuting in 2022, the K-POP girl group NewJeans has become a sensation, not just for their music but also for their distinctive fashion sense. What sets them apart is their embrace of fashion trends from the late 1980s to the early 2000s, hailing from the iconic streets of Shibuya and Harajuku in Tokyo. This trend, labeled the ‘Y2K Revival,’ seamlessly blends retro and futuristic elements, creating a style that is both innovative and nostalgic.
For the younger generation, NewJeans’ style is a breath of fresh air, offering a taste of fashion they never experienced firsthand. Simultaneously, for those in their late twenties and thirties, the Y2K Revival triggers a wave of nostalgia, transporting them back to a bygone era. The ability of NewJeans to appeal to such a broad audience, spanning multiple generations, is a testament to the universal charm of the Y2K aesthetic.
NewJeans also ranked 2nd on artists who are loved as background music by Japanese Gen Z’s for SNS trends in SHIBUYA109 lab.’s Trend Award.
Y2K Style: A Trend in Business Marketing
Businesses in Japan are quick to catch onto the Y2K wave, incorporating this style into their advertisements. For instance, ZOZOTOWN’s CM featuring ZOZO Y2K Music Show seamlessly combines nostalgic BGM with Y2K fashion, targeting a wide audience across different age groups.
Even McDonald’s has hopped on the Y2K bandwagon with their “Heisei Burger” promotion. By blending Heisei-era (1989-2019) fashion and a 1999 hit song in their advertising, McDonald’s triggers a sense of nostalgia while appealing to the younger crowd.
Tamagochi is Trending
Now, let’s talk about a delightful blast from the past – the Tamagotchi. Riding the Y2K wave, this iconic virtual pet from the early 2000s has made a triumphant return, evolving in ways that are nothing short of amazing.
The nostalgic reminiscence of feeding and caring for a virtual pet is back, and this time with a modern twist. Tamagotchis have embraced Wi-Fi capabilities, connecting to the internet and offering a metaverse experience. The clever marketing strategy, incorporating the Y2K aesthetic in both color scheme and advertisements, not only targets the younger audience but also strikes a chord with those who proudly wore multiple Tamagotchis around their necks as a status symbol.
Behind the Y2K Comeback in 2023
The resurgence of Y2K is more than just a fashion statement; it’s a stroll down memory lane for those who experienced it before. For individuals who were young during the Y2K era and couldn’t afford certain things, the present offers an opportunity to indulge in those long-held desires. The Y2K comeback represents not just a style but a “new” style for Generation Z, creating a cultural bridge that transcends generational boundaries.
The brilliance of commercials embracing the Y2K aesthetic lies in their ability to appeal to two distinct demographic groups: Generation Z and their mothers. This dual-target approach maximizes the reach and impact of marketing campaigns, tapping into the nostalgia of one generation while introducing the style to another.
The Y2K Revival in Japan goes beyond being just a trend; it’s a cultural phenomenon that breathes new life into the past while shaping the future of fashion, gadgets, and marketing. As we step into the coming year, it will be fascinating to witness how the Y2K Revival continues to unfold and leave its mark on the ever-evolving landscape of Japanese pop culture and marketing.
Webinar Links & Resources:
- Click here to watch the Forecasting 2024 Marketing Streams in Japan Webinar.
- Download the webinar contents for free here.
