Representative Heisei Girl Fashion Brands Were "Like a 'Status' in School and Friend Relationships" | Survey on Heisei Revival Content

April 27, 2026

Key facts

Representative Heisei Girl Fashion Brands Were "Like a 'Status' in School and Friend Relationships" | Survey on Heisei Revival Content
According to a survey on "Heisei Revival Content" conducted by Neo Marketing Inc. in December 2025, Heisei girl fashion served as a status symbol among school and friends, and the primary appeal of the revival is nostalgia and recalling joyful memories from that era.
Source: PR Times
Date: April 27, 2026

Direct answer

According to a survey on "Heisei Revival Content" conducted by Neo Marketing Inc. in December 2025, Heisei girl fashion served as a status symbol among school and friends, and the primary appeal of the revival is nostalgia and recalling joyful memories from that era.

Citation: Representative Heisei Girl Fashion Brands Were "Like a 'Status' in School and Friend Relationships" | Survey on Heisei Revival Content (April 27, 2026), PR Times
Source: PR Times
Date: April 27, 2026

According to a survey on "Heisei Revival Content" conducted by Neo Marketing Inc. in December 2025, Heisei girl fashion served as a status symbol among school and friends, and the primary appeal of the revival is nostalgia and recalling joyful memories from that era.

調査NQ 36/100出典：PR Times

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📰 Published: April 27, 2026 at 18:00
🔍 Collected: April 27, 2026 at 09:31
🤖 AI Analyzed: April 28, 2026 at 03:32 (18h 1m after Collected)

Neo Marketing Inc., which provides marketing support services centered on consumers (location: Shibuya-ku, Tokyo), conducted an internet research survey on the theme of "Heisei Revival Content" for four days from Friday, December 12, 2025, to Monday, December 15, 2025, targeting women aged 20 and over nationwide. ### In recent years, attention to "Heisei-ness" has been growing, mainly on social media, and there is a widespread movement where fashion, characters, sundries, and toys reminiscent of that era are once again being enjoyed by a wide range of people, from younger generations to parents. While it evokes nostalgia for generations who spent their time as "Heisei girls," it is increasingly being perceived as a fresh and attractive culture by generations who did not directly experience that period. Heisei revival is not just a transient trend but is becoming one of the cross-generational consumption themes. On the other hand, even within "Heisei," the content that is supported and how it is received are not uniform. For companies, it is important to understand how past trends are being re-evaluated in the context of current consumers, rather than simply tracing them, to improve the accuracy of planning and appeals. Therefore, this time, we surveyed women nationwide on how they currently perceive Heisei content and what aspects they find appealing. We have organized hints for future product development and promotion. Please utilize this as a reference for your future marketing activities. ### [Survey Overview] - **Survey Method:** Conducted via a WEB questionnaire using a survey system operated by Neo Marketing Inc. - **Target Audience:** Women aged 20 and over nationwide - **Valid Responses:** 500 people - **Survey Period:** Friday, December 12, 2025 - Monday, December 15, 2025 ### ◆ Main Questions and Answers from the "Survey on Heisei Revival Content" #### ◆ What kind of existence were Heisei products, works, and brands: Representative Heisei girl fashion brands were "like a 'status' in school and friend relationships." Among fashion brands, "existence like a 'status' in school and friend relationships" tended to rank high, with Daisy Lovers at 42.4%, Pom Ponette at 31.8%, Angel Blue at 28.8%, and Mezzo Piano at 26.7%, indicating a strong aspect of feeling value simply by possessing them. It seems that fashion played a role in visualizing not just "likes" but also "admiration" and "reaching for something older" within Heisei girl culture. #### ◆ "Good" and "attractive" points of Heisei revival: "Because it reminds me of fun memories from that time and is healing" 37.6%, "Because I feel satisfied getting things I couldn't buy at the time with my own power" 27.2%. "Because it provides an opportunity for conversation with friends of the same generation or between parents and children" was 21.4%, which was lower than "Because it can be bought from a few hundred yen (e.g., gacha) and is easy to collect" 25.6% and "Because I feel satisfied getting things I couldn't buy at the time with my own power" 27.2%. It is thought that the main appeal is enjoying nostalgia and excitement oneself, rather than using it as a tool for communication to create conversation. #### Awareness of Heisei Content: Tamagotchi tops at 83.8% "Tamagotchi series" had particularly high awareness, reaching 83.8% when combining "well known" (38.9%) and "heard the name" (44.9%). This was followed by "Sailor Moon" at 79.0%, "Ojamajo Doremi" at 66.1%, and "Futari wa Pretty Cure" at 66.0%, indicating that in the context of Heisei revival, anime and character-based content still has a strong foundation. IPs with wider exposure and those easily remembered across generations tended to have higher awareness. On the other hand, awareness of fashion brands as a whole was somewhat limited. While Mezzo Piano had a certain presence at 53.5%, Angel Blue was at 29.3%, Pom Ponette at 17.2%, and Daisy Lovers at 13.7%. It suggests that brands had more limited contact points at the time and struggled to achieve the mass appeal of characters and toys. #### Purchase/Usage Experience of Heisei Content: "Daily use" items have higher experience rates during childhood Purchase/usage experience during childhood (bought for oneself or by parents) was particularly strong for "profile books/exchange notebooks" at 66.4% and "sticker exchange/sticker albums" at 49.8%. This indicates that among Heisei girl culture, items used daily and naturally integrated into interactions with friends had a wider spread of purchase/usage experience. The "Tamagotchi series" also had the same item at 40.5

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PR Times: https://prtimes.jp/main/html/rd/p/000000671.000003149.html | April 27, 2026

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