Reiwa is the current Japanese era name that began on May 1, 2019. As of 2026, it is currently "Reiwa 8." The name is derived from a preface to a "Plum Blossom Poem" in the Man'yoshu, carrying the meaning that "culture is born and nurtured as people bring their hearts together in a beautiful way." The transition from Heisei to Reiwa was not due to the passing of the Emperor, but through the abdication of the Emperor Emeritus and the subsequent imperial succession. Consequently, Reiwa carried a strong impression of being the "start of a new era." Atmosphere of Reiwa One of the defining symbols of Reiwa is a lifestyle centered around social media and the internet. The influence of TikTok, Instagram, and YouTube is particularly massive, with trends often originating on social media long before they reach television or magazines. Trends in Reiwa shift incredibly fast. Rather than something being popular for years, many things see a sudden explosion of attention for only a few weeks or months. Furthermore, rather than the entire nation following the same trend, different trends emerge within specific "circles" or subcultures that share particular hobbies or values. There is also a characteristic culture that emphasizes emotions such as **"emo" (nostalgic/sentimental), "ephemeral," "precious," "youth," and "nostalgia."** Posts that capture the "atmosphere of the moment"—combining evening skies, old streetscapes, film-style photography, and old songs—have become highly popular. Fashion In Reiwa, fashion is divided into many granular categories. There is a strong tendency for individuals to choose their own preferred genre, such as Y2K, Heisei Gal, Korean style, Street, Vintage, Jirai-kei (landmine style), Ryousan-gata (mass-produced style), or pale tones. A particularly notable feature is the Heisei Revival. Items that were once popular—such as loose socks, flip-phone-style accessories, Heisei-era photo booths, and J-POP or shojo manga from that time—are being embraced by the younger generation as something "new." Food In Reiwa's food culture, importance is placed not just on taste, but on being "Instagrammable," "video-worthy," and the overall "experience." Representative examples include bubble tea, acai bowls, Greek yogurt, Malatang, and Dubai chocolate. Foods where you can choose your own toppings or "ASMR" foods where the texture and sound can be enjoyed are also popular. Music Music is also heavily influenced by social media. A snippet of a song used on TikTok can trigger a trend for the entire track. Additionally, there is a prominent phenomenon among Reiwa youth where Showa and Heisei era songs are being rediscovered. Many people listen to old songs not just as "nostalgic," but as "emo" and "fresh." Characters and Hobbies Character culture is strong, with people collecting goods from Sanrio, Pokemon, and Chiikawa. **"Nui-katsu"** (plushie activities)—carrying plushies around to take photos—has also become firmly established. Keywords of Reiwa Social media, TikTok, short-form video, subculture circles, emo, ephemeral, Heisei revival, Y2K, stan culture, plushie activities, AI, memes, individuality, empathy. If Reiwa were described in one sentence, it would be "an era of sharing individual preferences and worldviews, centered around the internet." The trend has shifted from the Heisei era's "everyone knows the same thing" to Reiwa's "different trends are born within each respective circle." Generations who did not live through the Heisei era now enjoy Heisei culture because they like the atmosphere of Heisei photo booths and the Heisei aesthetic. Digging up past cultures and enjoying them with a new sensibility—the "revival"—is a quintessential Reiwa characteristic. --- If I were to summarize Reiwa in one phrase: "The era of the Internet, Individuality, Empathy, and Revivals." Even looking just at 2019 to 2026, there has been significant change. Reiwa 1 (2019) TikTok, bubble tea, Demon Slayer, PayPay, etc. Reiwa 2–3 (2020–21) COVID-19 pandemic, stay-at-home time, Zoom, Animal Crossing, Demon Slayer. Reiwa 4–5 (2022–23) Establishment of TikTok culture, Heisei/Y2K revival, Korean culture. Reiwa 6–7 (2024–25) Specific subculture "circles," acai, Malatang, plushie activities, AI, resurgence of Heisei songs, etc. Reiwa 8 (2026) Further advancement of AI, short-form videos, and highly fragmented subculture "circles."