The fashion, accessories, interiors, and music that defined Japan's Showa era (1926–1989) continue to be cherished today under the term "Showa Retro."
This nostalgic style captures the essence of the trends and cultural expressions of that time.
In this article, we will explore the revival of Showa-era trends in the modern age, as well as delve into the popular styles and movements that shaped the era's vibrant culture.
The Evolution of Retro Culture
The concept of "retro" first gained popularity in the 1980s, with a cultural movement that celebrated the styles and trends of the 1920s to the 1950s from Japan's Showa era.
By the 2000s, nostalgia for the 1960s and 1970s began to flourish, bringing renewed interest in the fashion and culture of those decades.
In the 2010s, younger generations born during the Heisei era started embracing styles inspired by the 1980s, including the pre-bubble era fashion and makeup trends. This wave also coincided with the rise of retro-inspired music genres like City Pop and Vaporwave, which gained significant traction both domestically and internationally.
In Japanese cinema, the release of the ensemble drama Always: Sunset on Third Street, set in the Showa era’s downtown neighborhoods, is often credited as one of the sparks that ignited the retro boom.
Following its success, numerous hit films set in the Showa period were produced, including The Miracles of the Namiya General Store, further fueling the fascination with Showa nostalgia.
Representative Showa Retro Culture
One of the defining features of Showa retro culture is the use of materials such as lauan plywood and vibrant, pop-inspired colors.
Key elements include floral illustrations adorning furniture and tableware, comic-style drawings on stationery, and the warm, nostalgic color schemes of enamel advertising signs. These enamel signs, often used for advertisements, hold a special place in Showa nostalgia.
The term "enamel" originates from the glass-like glaze applied at high temperatures, a technique dating back to around 1888. Remarkably, many of these signs have retained their vivid colors and lettering despite the passage of time, making them cherished items that highlight the approachable charm of Showa-era design.
In the realm of music, retro formats like vinyl records and cassette tapes are now celebrated as part of the retro culture movement.
In recent years, cassette tapes have experienced a revival. Music formats have evolved significantly, moving from phonographs to radio cassette players and then to portable cassette players, becoming increasingly compact over time. Today, music can be easily accessed on lightweight devices like smartphones.
However, as cassette tapes were once considered bulky and faded from popularity, they are now gaining attention again for their unique, chunky design and tactile feel.
This resurgence has also inspired the release of cassette-themed items, including decor and accessories, highlighting the nostalgic charm of these once-outdated music formats.
Dagashiya and Jun-Kissa: Enduring Popularity
Traditional Japanese candy stores, or dagashiya, and retro-style coffee shops, known as jun-kissa, continue to enjoy widespread popularity. Small, nostalgic sweets like "Fue Ramune" and "Morocco Yogul," often found in dagashiya, remain beloved by many.
The retro packaging of these treats evokes a sense of familiarity and warmth, contributing to their lasting appeal. Additionally, items featuring dagashi-themed designs, such as handkerchiefs and accessories adorned with illustrations of these iconic sweets, have become trendy and well-loved.
Cafés that preserve the nostalgic atmosphere of Japan’s Showa era are known as "Jun-Kissa". These establishments attract not only locals but also international tourists, with some enthusiasts dedicating themselves to exploring these retro-style cafés.
Inside a Jun-Kissa, visitors are greeted with a blend of Japanese and Western retro aesthetics. The ambiance feels like stepping back in time to the Showa period, complete with vintage decor. Popular menu items include café classics such as cream sodas, fluffy pancakes, and pudding à la mode. Carefully brewed coffee using traditional siphons and the warm atmosphere of regular patrons chatting away add to the charm.
For younger generations born in the Heisei era, these elements feel refreshingly new, making them a significant part of the Jun-Kissa resurgence. Many visitors also enjoy morning sets, adding to the appeal for both domestic and international guests seeking a taste of Showa nostalgia.
The Spark Behind the Retro Boom
The origins of the retro boom are often attributed to the resurgence of interest in Jun-Kissa cafés. The publication of books and magazines introducing these nostalgic coffeehouses, combined with the rise of social media where users shared photos of their experiences, played a significant role in reigniting the appeal of vintage culture.
This fascination with Jun-Kissa gradually expanded to include antique elements, sparking a broader trend. Attention soon shifted to vibrant printed glassware and playful retro tableware, both of which became iconic symbols of the retro movement. These items not only evoke nostalgia but also bring a sense of joy and whimsy to modern lifestyles.
In particular, in the realm of tableware, the revival of printed glasses by the glass manufacturer "Ishizuka Glass," which originally produced these items during the Showa era, played a significant role in sparking the retro tableware trend. This resurgence, known as Aderia Retro, led to a wider revival of vintage-inspired products, including home appliances.
These modern adaptations of classic designs, while retaining the nostalgic essence of the past, continue to enjoy high popularity today. Retro tableware, with its bright colors, brings a cheerful atmosphere to the dining table, evoking a sense of nostalgia that resonates with a wide range of generations, while also offering a refreshing sense of charm.
The charm of retro textures lies in how they embrace the natural qualities of materials while allowing the passage of time to enhance their appeal. This nostalgic Showa retro atmosphere is beloved by many.
For example, traditional chabudai (low Japanese tables) are not only sturdy but also feature foldable legs, making them convenient for modern living. Even today, they offer the practicality of creating a compact dining space in a room, blending functionality with nostalgic design.
Moreover, there are several tourist spots in Japan that strongly emphasize retro culture.
For example, in the "Mojiko Retro District" in Kitakyushu, Fukuoka Prefecture, there are many classic buildings that evoke the connections of diplomacy typical of a port, such as the Showa-era customs house and social clubs. This area offers both historical exploration and the opportunity to enjoy stylish cafes by the seaside, along with various souvenirs.
In addition, there is also a tourist spot called "Showa Town" in Bungo-Takada City, Oita Prefecture. The shopping street, which retains a strong Showa-era atmosphere, is lined with long-established cafes and confectioneries. New businesses that have recently entered the area also incorporate the atmosphere cherished by the town, creating a unique blend.
Some shops sell retro Showa-era goods, while others offer nostalgic "ice candies." Additionally, there is a museum called the "Showa Roman Warehouse," where visitors can enjoy an experience that feels like stepping back in time to the Showa era.
In today's world, where everything is becoming lighter and more convenient, there is a growing appreciation for the warmth and texture that comes with analog culture. One example of this is the resurgence of film cameras, but even in smartphones today, the rough texture of film photography is becoming popular. The subtle warmth and nostalgic feel of it have earned the term "emo" and are loved by young people.
As the demand for items, tools, and cultural elements from the Showa era increases, it's not just about more items being loved for a long time, but also about strengthening cultural connections that transcend generations.
For example, when seeking Showa retro items today, it's a key point that they can be enjoyed and nostalgically appreciated by parents and grandparents as well. Even things that might seem inconvenient at first, such as analog culture, are part of the charm of the retro boom.
This love for things from the past is often linked to the spirit of "wabi-sabi," the appreciation of beauty in imperfection and transience.
Showa Retro's Position in Modern Times
In the modern era, Showa retro is gaining significant attention, particularly in the realms of interior design and hobbies. For example, vintage Showa-era fans have been reissued, and nostalgic items such as film cameras and cassette tapes are experiencing a surge in popularity.
Additionally, records from the Showa era, both Japanese and Western, are enjoying a revival, and some contemporary artists are even releasing their music on vinyl.
The appeal of Showa-era culture has led to an increasing number of people installing record players in their homes to enjoy the nostalgic sounds of the past.
In this way, the unique atmosphere of Showa culture is being incorporated into modern life, with contemporary twists added to the retro culture as it continues to evolve.
Not only Showa retro but also the modern pop atmosphere of the Heisei era is being embraced, with the trend of "Heisei retro" rising in popularity starting from 2024. It will be interesting to see how this cultural cycle develops in the future.