The Evolution of “Deco Culture”: From Flashy Embellishment to Quiet Self-Expression in Japan’s Gen Z

kawaii japan lab

Heisei vs. Reiwa: A Cultural Transformation

The report meticulously outlines the historical evolution of Deco culture, highlighting a significant paradigm shift between the Heisei (1989-2019) and Reiwa (2019-present) eras. During the Heisei period, “Deco-den” (decorated mobile phones) and “Purikura deco” (decorating photo booth pictures) were popular, with the primary aim of attracting attention and showcasing cuteness. These acts were often about making a statement to others, a vibrant display of individuality that caught the eye.

However, the Reiwa era has ushered in a different motivation. Gen Z now engages in “Deco” for more introspective reasons, such as “to boost my mood when studying” or “to elevate school motivation.” The focus has moved from external appeal to internal fulfillment, turning everyday objects into sources of personal joy and encouragement.

Deco culture's historical evolution

This shift is also evident in how decorated items are used. What was once a practice of decorating after taking “Purikura” (Japanese photo booth pictures) has transformed into taking photos with decorated items. The embellished goods themselves become essential props for social media, enhancing the visual storytelling of their daily lives.

Reiwa's approach to decoration

The Value of the Journey, Not Just the Destination

A striking insight from the research is that for Gen Z, the process of decorating holds immense value. The act of creating something with friends, laughing and collaborating, becomes a cherished memory in itself. While the finished product might often end up simply being displayed, the joy derived from the creative process and the shared experience is paramount. The report highlights that the very acts of “decorating” and “taking photos” are the primary objectives, underscoring a fleeting, experience-driven consumption trend.

This “self-editing art” extends beyond special events, permeating everyday items like notebooks and school bags. By personalizing these objects, Gen Z crafts small, continuous moments of “youthful spirit” within their routine, effectively “hacking” their daily lives to make them uniquely their own.

Enjoyment and challenges in deco culture

Expert Insight on Identity Protection

Yohei Takeshita, Director of Z-SOZOKEN and CEO of Fiom LLC, encapsulates this evolution perfectly: “Heisei’s ‘deco’ was about embellishment, Reiwa’s ‘deco’ is about storytelling.” He emphasizes that this change reflects how deeply Gen Z values their individuality and finds solace in giving it tangible form. “Deco,” in this context, becomes a modern form of “identity protection” in a complex world where trends are rapidly consumed.

For brands aiming to connect with this generation, Takeshita advises moving beyond merely creating flashy products. Instead, success lies in providing “space for self-expression”—an empty canvas where Gen Z can inscribe their own narratives. This approach of “accompanying their storytelling” is crucial for becoming a brand of choice for Gen Z.

Dive Deeper into Z-Generation Insights

This article only scratches the surface of Z-SOZOKEN’s findings. The full 62-page report offers a deeper dive into the specific materials Gen Z chooses to enhance self-esteem, the characteristics of “Deco” across different subcultures, and an analysis of the “Heisei Joshi Choco” (Heisei Girls’ Chocolate) revival. It also provides concrete strategies for companies to apply the “Deco” context to marketing, offering Gen Z avenues for self-expression.

Interested readers can download the complete research report here: https://z-sozoken.studio.site/report-03/download

This shift in “Deco culture” signals a broader trend within “Kawaii” culture globally: an increasing emphasis on authenticity and personal meaning. Brands and creators looking to resonate with this demographic must understand that true connection comes from enabling self-expression, not just offering ready-made aesthetics. By providing tools and platforms for individuals to craft their own stories, the future of Kawaii culture abroad will likely flourish with a newfound depth and personal resonance.

For more information on Z-SOZOKEN’s research and Fiom LLC’s services, please visit:

editor
kawaii

Japan, often seen as a country that seamlessly integrates tradition and technology, is a region full of rich culture and technological advancements. It is continuously evolving and propelling towards progress, which has been evident in the latest news emerging from the country. We delve deeper into some of these fascinating developments happening in all facets of Japanese society.

kawaii follow
kawaii japan lab
share
kawaii follow
kawaii
×
Copied title and URL