Heisei Girls' Sticker Exchange Culture Makes a Comeback: Nostalgia Goes Viral on Social Media
Introduction
From the 1990s through the 2000s, "sticker exchange" was an essential pastime for Japanese elementary school girls. Collecting favorite stickers, trading them with friends, and carefully placing them in sticker albums—these cherished Heisei-era memories are now making a vibrant comeback on social media, as those children have grown into adults seeking to reconnect with their past.
What Was Sticker Exchange Culture?
Sticker exchange was a social activity where friends traded character stickers, photo booth stickers (purikura), and novelty stickers from stationery brands. Girls would carry "exchange notebooks" or sticker albums, enjoying trades during recess and after school.
Popular stickers of that era included:
- Sanrio characters (Hello Kitty, Pompompurin, Cinnamoroll)
- Tamagotchi and Pokémon-related stickers
- Fancy stickers from accessory brands like Sun Hoseki and Q-LiA
- Scented stickers and puffy stickers for profile books
- Gashapon (capsule toy) and candy bonus stickers
The culture had unwritten rules: "sparkly stickers" (holographic or glittery ones) held higher value than regular stickers, commanding better exchange rates. Owning matching stickers with your best friend was also a treasured sign of friendship.
Why Is Sticker Exchange Making a Comeback Now?
Several factors have contributed to this cultural revival.
First, the "Heisei Retro" boom plays a significant role. Following the Showa retro trend, Heisei-era culture is being rediscovered as something both nostalgic and refreshingly unique. The generation that grew up during this time now has purchasing power and a strong desire to consume nostalgia.
Second, social media has been instrumental. On X (formerly Twitter) and Instagram, hashtags like #sticker_exchange and #Heisei_girls connect users of the same generation, enabling them to find exchange partners online. What was once limited to school friends and neighbors has expanded nationwide.
Third, brands have responded to this demand. Companies like Sanrio and Sun Hoseki—beloved during that era—have launched revival products targeting adults. New sticker designs consciously evoke the original aesthetic, capturing collectors' hearts.
Modern Sticker Exchange Styles
Adult sticker exchange has evolved from its childhood form.
The mainstream method involves posting "looking for sticker exchange partners" on social media, communicating via DM, and exchanging by mail. When sending stickers, people use cute letter sets and decorate envelopes with masking tape. Many even film "unboxing ceremonies" to share online.
Beyond simple exchanges, some enjoy a pen-pal style interaction by including handwritten letters. What begins as faceless online encounters transforms into warm, analog connections through the medium of stickers.
Collection methods have also evolved. People photograph their sticker albums for digital databases, and communities have formed to assess rare stickers' value—a fusion of digital convenience and analog charm.
The Enduring Appeal of Sticker Exchange Culture
The renewed interest in this culture goes beyond mere nostalgia.
In an increasingly digital world, the analog experience of physically handling and exchanging objects feels refreshing. The joy of collecting cute things, the pleasure of connecting with others through trades, and the satisfaction of watching a collection grow—these simple elements fulfill something deep within us.
For adults navigating a stressful society, returning to the innocent play of childhood serves as a form of self-care.
Conclusion
The sticker exchange culture that blossomed during the Heisei era has been reborn in a new form. Using modern tools like social media while connecting through tangible items like handwritten letters and stickers, this culture reminds us of the value of warm human connections that cannot be measured by efficiency or convenience alone.
Does your country have similar childhood pastimes that have been revived among adults? If you have beloved traditions that span generations like Japan's sticker exchange culture, we'd love to hear about them!
References
Reactions in Japan
Sticker exchange brings back so many memories, I could cry! In elementary school, I used to look through Sun Hoseki catalogs with friends deciding what to buy. Now as an adult, here I am doing the same thing again lol
The excitement when sticker exchange mail arrives hasn't changed since childhood. Opening the envelope is the happiest moment
Started making a sticker album with my daughter and I got more into it than she did. I've been bulk-buying Sanrio's new stickers
Honestly, I was embarrassed about collecting stickers as an adult, but finding so many people with the same hobby on social media made me feel relieved
The mysterious rules like 'sparkly sticker = worth 3 regular ones' are still funny to think about. Where did those values even come from?
Found my elementary school sticker album in my parents' closet. The stickers from over 20 years ago are still sparkly - I'm moved
I'm meeting up for tea with someone I met through sticker exchange. Never thought stickers would lead to making new friends
Honestly, the younger me couldn't imagine adults paying hundreds of yen for a single sticker. But now I understand the value
I'm a guy but seeing sticker exchange posts makes me nostalgic. As someone who collected Bikkuriman chocolate stickers, I'm curious about girls' sticker culture too
Trying to live a minimalist lifestyle but the temptation of collecting stickers is too strong... but it makes me happy so whatever
Recent stickers are so high quality I can't bring myself to use them. They're too precious to stick anywhere, so I just look at them
It's interesting how the sticker market is quietly growing amid the Heisei retro boom. A good example of nostalgia consumption
Letters from sticker exchange really make me happy. There's a warmth you can't get from LINE messages
Isn't it scary giving your address to people you met on social media for sticker exchange? I hesitate when I think about it
Looking through my old sticker album, I found stickers from a friend who passed away and cried. Objects really do preserve memories
Sad to see more people reselling rare stickers at high prices. Please don't ruin the pure exchange culture
Japan's sticker exchange culture is so lovely! Trading cards are popular in America too, but exchanging such cute stickers is unique. Japanese stationery really is on another level.
In France, we had Panini sticker collecting in the 80s-90s too! We'd collect soccer player stickers for albums. Japan's girly sticker culture seems much cuter though!
In China, Japanese stickers were popular in the 90s too. Everyone collected Sailor Moon and Doraemon stickers. I can relate to this revival among adults now.
In Germany, collecting 'Diddl' mouse character stickers and letter sets was popular in the 90s. Scented stickers, puffy stickers - sounds similar to Japan! So nostalgic as someone from the same generation.
Sticker books are childhood memories in the UK too! But continuing it as adults like in Japan might be unusual here. I think it's lovely though - hobbies have no age limit.
In Spain we had 'cromos' - sticker collecting! Soccer players, TV characters, etc. But Japanese stickers seem more artistic and beautiful.
Honestly, adults collecting stickers made me go 'huh?' at first, but after reading I get it. Nostalgia is a universal feeling. I still treasure my Pokémon cards too.
Same in Korea! The 90s-2000s fancy stationery boom meant Japanese Sanrio was super popular. Now many Korean adults collect stickers again with the retro boom. Maybe it's an Asian thing?
From Australia here. I love Japanese kawaii culture! Sticker exchange is such a lovely movement of valuing analog things in the digital age. I hope letter-writing culture revives too.
Japanese people really have a culture of cherishing small things. Finding memories and value in a single sticker feels very Japanese to me.
This isn't just Japan right? Journaling and sticker hobbies are trending on TikTok too. I think there's a global analog revival trend. Maybe Japan was ahead of the curve.
Same phenomenon in Taiwan! Japanese stickers have always been popular, and now collecting is trending among adults again. It's a shared Heisei generation experience.
From Canada! We collected Lisa Frank rainbow sparkly stickers in the 90s! Seeing the Japanese version makes me want to import them - even cuter!
Adults collecting stickers? Honestly don't get it. But who am I to judge other people's hobbies. If it makes them happy, whatever works.
Japanese living in Netherlands here. Japanese stickers are hard to find abroad, so I bulk buy whenever I visit Japan. I want to introduce this culture to my foreign friends!
In Italy, Panini stickers are a national hobby! But adults exchanging cute character stickers like in Japan is refreshing. Cultural differences are fascinating.