Heisei Period

The Heisei era began with a boom fueled by overheating asset values, especially stocks and real estate.
In 1991, the boom collapsed. The period came to be called the “bubble economy,” likening it to an empty bubble swelling, then bursting.

Soon after the transition from Showa to Heisei, Japan introduced the consumption tax.
It was based on the earlier commodity tax established in 1937.
At the time, so-called “luxury goods” such as precious metals, musical instruments, cameras, and records were taxed. The commodity tax continued for years, with its scope changing over time.

However, because taxing specific items felt unfair, the consumption tax was introduced at 3% to address that imbalance.

This was also when home consoles like the Game Boy and mobile phones appeared. Early Heisei can be seen as a period defined by sharp economic change and the foundations of technology that connects to modern life.

In the 1990s, average salaries for office workers began to decline after the bubble burst, and “recession” was felt across society.
As the country grew worn down and consumer spending cooled, shocking events also dominated the news, including the Tokyo subway sarin attack and the Great Hanshin-Awaji Earthquake.

Amid a recession with no clear end and a series of dark headlines, the presence of the so-called “Dankai Junior generation” (born 1971–1974) stood out.
High school girls in particular drove the energy of the time, with gyaru culture taking shape and students across Japan admiring Shibuya style.

Trends that defined the 1990s included Amura fashion, purikura photo booths, pagers, Tamagotchi, and the Ura-Harajuku boom—youth culture truly set the tone.

On the tech side, Windows 95 launched in 1995, helping PCs spread into ordinary households.
Mobile phone use then expanded nationwide, and what we now consider “normal” in daily life began to take hold during mid Heisei.

In September 2008, the Lehman shock triggered a steep drop in the Nikkei Stock Average.
This marked a major turning point, and the period after it can be seen as late Heisei.

By late Heisei, life with PCs and mobile phones had become standard, and social media gradually spread, starting with services like mixi.

Twitter in particular surged in users right after the Great East Japan Earthquake in March 2011.
As individuals gained more power to share information, reviews and word-of-mouth grew stronger, and people began drifting away from traditional mass media.

As lifestyles and the economy change, the way we work changes too.
In the bubble era, the typical path for married women was being a full-time homemaker, but in late Heisei, more than 70% of women continued working even after having children. With such big gaps in the economy and technology within the same “Heisei” era, many may feel it was a time of constant upheaval.

Heisei was the peak era for CD sales, and J-pop in particular exploded, producing countless iconic artists and songs.
One of the most symbolic figures was Namie Amuro.
Fans who copied her fashion and makeup—known as “Amura”—appeared in huge numbers and became a social phenomenon.

Many artists produced by Tetsuya Komuro also scored hit after hit, creating a wave of million-sellers.
Hikaru Utada and Kazumasa Oda also emerged during Heisei.

Music beyond mainstream pop gained visibility too. A band boom took off thanks in part to the TV show Ikasu Band Tengoku, nicknamed “Ikaten.”
Rock bands like THEE MICHELLE GUN ELEPHANT and BLANKY JET CITY became widely known, and the show is often cited as one key trigger.

In mid Heisei, idol groups like Morning Musume rose to fame, and in late Heisei, groups like AKB48 became hugely popular, shaping a new kind of idol culture distinct from Showa.

From early to mid Heisei, “trendy dramas” led by Tokyo Love Story scored huge ratings and became a social craze.

Some of the era-specific style may not land with younger audiences today.
Seen that way, Heisei’s rapid changes in technology and lifestyle also reshaped how people viewed romance.

In Heisei box-office rankings, five Studio Ghibli films made the top 10, showing just how strong their popularity was.
#1 was Spirited Away (released in 2001), which earned 30.8 billion yen.
#2 was Your Name. (released in 2016), directed by Makoto Shinkai, which earned 25.03 billion yen.

Most top-ranking hits were animated films, highlighting the global acclaim for Japanese animation.

Japanese anime and manga enjoy massive popularity worldwide.
For many overseas visitors, anime and manga are among the first things that come to mind when they think of Japan—now one of the country’s signature cultural exports.

Many masterpieces were born during Heisei.
From ONE PIECE and SLAM DUNK to Pokémon and Neon Genesis Evangelion, the list goes on.

The term “otaku” became widely recognized, turning into a social phenomenon.
If you love anime or manga today, it can be fun to check out the titles that sparked the boom back then.

The Kamen Rider series, carried over from Showa, remained popular in Heisei.
Notable titles include Kuuga (starring Joe Odagiri), Decade (Masahiro Inoue), and Zi-O (So Okuno).

Heisei entries were known for more serious storytelling than earlier tokusatsu hero shows.
Because many lead actors later became major stars, the franchise was also seen as a gateway role. It might be fun to rewatch those early performances today.

Haruki Murakami, who made his name in late Showa with Norwegian Wood, remained overwhelmingly popular in Heisei.
Major Heisei works include 1Q84 and Killing Commendatore.
It was also during this era that fans began being collectively called “Harukists.”

Another uniquely Heisei trend was the rise of bestsellers written by comedians, such as Homeless Chugakusei and Hibana.

In 1989, Nintendo released the handheld Game Boy.
Games at the time were still 2D.

In mid Heisei, Nintendo launched the NINTENDO 64, Sony Computer Entertainment (as it was then) released the PlayStation, and Sega released the Sega Saturn, fueling the so-called console wars.

As game graphics evolved, 2D pixel art gave way to 3D visuals in many titles.

By late Heisei, with smartphones and internet access widespread, online-connected games became normal rather than special.

When it comes to iconic male idol groups of Heisei, SMAP—who debuted on CD in 1991—comes first to mind.
But despite the strong popularity of Johnny’s groups, female idols saw a decline in the 1990s compared with Showa.
That changed with Morning Musume, produced by Tsunku and debuting in 1998.

Even into the 2000s, Hello! Project (HelloPro), led by Morning Musume, kept its momentum, forming many units such as Petitmoni and Minimoni.
Then AKB48, debuting in 2005, brought a new wind to the idol industry.

Produced by Yasushi Akimoto—who had previously found success with Onyanko Club—AKB48 shifted the image of idols from “untouchable” to “close and watchable as they grow,” creating a new value idea that fit the times: “idols you can meet.”

In late Heisei, the popularity of K-pop idol groups like KARA and Girls’ Generation also grew in Japan.
The fact that overseas groups could become mainstream domestically may also reflect the era, with the internet becoming widely accessible.

When it comes to Heisei fashion, the 1990s stand out most.
Among high school girls, gyaru culture took off, with staples like platform sandals, boots, and loose socks.
On the streets, styles grouped under “Ura-Hara” grew popular, and many domestic brands were born.

Heisei was an era of major progress in the economy, technology, and culture, and people’s lives and values changed dramatically along the way.
Technology and culture evolved so much from early to late Heisei that it can feel like two different eras.
Comparing those differences can be a fascinating way to look back.