Heisei & Reiwa Era Crossover: Minacute's Kawaii Culture of the 2020s

Looking back at the 1990s and 2000s, how has Harajuku culture changed in the 2020s? Lots of shops have opened and closed from Heisei (1989-2019) to Reiwa era (2019-present), but interesting trends are emerging in Harajuku towards the new era. That's minacute, founded by a former Claire's employee. Opened at Laforet Harajuku this August, minacute is more than just reminiscent of Claire's.

With items like the hugely popular 'zipit' pouches and 'Ty' stuffed toys from the Heisei era, as well as collaboration products with popular creators, it's a shop where nostalgia and novelty are fused. This time, we spoke to Yasuyo Ohno, the director and press chief of minacute, who stands out even at Laforet Harajuku.

Boosting the KAWAII culture in the COVID-19 pandemic

From 2020, many shops have closed due to the impact of the new coronavirus. Claire's also announced its withdrawal from Japan that same year. The brand, which had been releasing unique accessories full of fun for about 25 years, disappeared from Japan. What's the reason behind launching minacute during the toughest time for the retail industry?