Retro Revival: The Unexpected Return of Cassette Tapes in Japan

In a surprising twist of cultural trends, Japan is witnessing the return of a seemingly obsolete music format: the cassette tape. Once considered a relic of the past, these plastic-encased ribbons of music are now gaining popularity among a new generation of listeners. Known for their charming appearance reminiscent of decades gone by and the rich, warm sound quality that enthusiasts swear by, cassette tapes are no longer just a symbol of 80s and 90s nostalgia. They are becoming a sought-after item for music aficionados in Japan who are looking to connect with the physical aspect of music in an increasingly digital world.

Increased Demand Leads to Expanded Inventory

In response to the burgeoning interest, Tokyo's music stores, including the iconic Tower Records Shibuya location, have expanded their cassette sections significantly. There, shoppers can find a mix of new and second-hand cassettes that cater to their eclectic tastes. This expansion comes after Tower Records observed a steady growth in cassette sales, particularly to those in their 20s and 30s who missed the original cassette tape wave.

A Newfound Appeal

Ko Takeda, in charge of the cassette division at Tower Records, notes that these sonic gems are now viewed as 'new and cute' by the younger crowd, while also bringing back fond memories for older generations. Music enthusiasts of all ages, including a notable number of international tourists, frequent the cassette corner, searching through the roughly 3,000 tapes on offer.

Cassettes as Affordable Collectibles

Amidst a resurgent interest in vinyl records, cassettes offer an even more accessible entry point for collectors, often priced around 1,000 yen. Waltz, a cassette tape specialty store in Tokyo's Nakameguro district, has observed a dramatic shift. Once primarily a vendor of used tapes, Waltz is now seeing an increasing number of musicians embrace cassettes as a viable medium for new releases.

The Digital Versus Physical Debate

While digital platforms like YouTube account for a significant portion of music consumption in Japan, Taro Tsunoda of Waltz argues that cassettes provide a tangible connection to music that digital formats lack. This sentiment fuels the desire among young listeners for something novel and among older listeners for a piece of their musical heritage.

The Cassette Player Comeback

With cassettes climbing back into popularity, the demand for cassette players naturally follows. Toshiba Lifestyle has introduced a modernized version of the 1980s Walky, now compatible with wireless earphones. Side-B Creations confirms a tenfold increase in player sales since 2017.

Cassettes in the Fashion and Global Scene

The cassette culture has even influenced Tokyo's fashion industry, with tapes being used as invitations to shows or as trendy giveaways. Beyond Japan, the cassette resurgence is a global phenomenon, with the United States experiencing increased sales and top artists like Taylor Swift, Harry Styles, and Billie Eilish choosing to release new music in this classic form.

cassette, music, Japan