On a sunny Sunday in Tokyo¡¯s affluent Ginza neighborhood, a string of young people line the block outside the area¡¯s famed Kabukiza theater. But the masses aren¡¯t there to see a show ¡ª they¡¯ve lined up (some for around two hours) to get a seat at the Kissa You cafe.
A neon-green sign that says ¡°You¡± in cursive writing hangs over the door, and a team of young waitresses in white aprons cater to the patrons. This kissaten (a particular style of traditional Japanese cafe) has been serving up a classic menu of omuraisu (omelet over rice), sandwiches, coffee and melon soda floats since its opening in 1970. Stepping inside feels like a 50-year trip back in time, and the retro allure of the space is palpable.
Kissa You isn¡¯t the only establishment cashing in on these retro vibes. The Japanese fleamarket app Mercari announced in December that searches for ¡°Showa Era retro products¡± , with items like Nintendo game consoles scoring high on that list. The retailer¡¯s trend analysis shows that purchases of Showa Era toys and hobby goods were about 1.5 times higher than at the same time in 2021.
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