Japan: Gen Z Enjoying the Heisei Era. What is “Newtro,” the New Retro Trend Among Young People?
Misconceptions and Reality of Gen Z. “Be Real: An Intimate Ethnographic Record”
Misconceptions about Gen Z revealed through immersive ethnographic research. The gap between general assumptions and reality about Gen Z. This serial project emerged as student researchers at the Youth Research Institute analyzed their own generation through dialogue with adults. ―――The decline of workplace marriages, the reality of beer's decline, new indulgences replacing tobacco, and the front lines of the “treating/being treated” debate―――“Huh? Really?” We delve into the “Be Real” understanding of Generation Z that adults don't know.
Among Gen Z, the “Heisei” era is starting to resurface as “retro.” Just recently, 80s city pop was trending, but now even Heisei is being treated as retro. To unravel the latest “retro” trend, we followed a young person well-versed in subculture.
This Issue's Subject
Ms. H (29)
Born in 1995, office worker. Diverse hobbies include watching comedy, saunas, camping, etc. Self-proclaimed subculture enthusiast. Recently obsessed with collecting nostalgic character goods from the Heisei era.
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