Have you heard of Heisei gals?
This unique fashion culture originated in the 1990s from Shibuya 109 and has made a bold comeback in 2025 alongside the Y2K revival. But this isn’t just Showa nostalgia—Heisei-era staples like big eye makeup, frilly socks, platform shoes, and mini skirts are taking over Tokyo’s streets once again. In this article, we’ll introduce you to the Japanese fashion brand Yumetenbo, and how they’re reinterpreting the iconic “sweet & spicy” Heisei gal aesthetic for today’s generation.
What exactly is a Heisei gal? Tracing back to the roots in Shibuya
The Heisei gal aesthetic began in the 1990s at Shibuya 109. Back then, frilly socks, platform shoes, and mini skirts were must-haves. Makeup trends featured white eyeshadow, thick black eyeliner, sun-kissed skin, and bleached blonde hair. Magazines like egg, Popteen, and ViVi were key in spreading this fashion.
Interestingly, in the Chinese-speaking world, Heisei gals are often mistaken for one type—”ganguro” or “Shibuya gals.” In truth, the Heisei gal world is diverse, including substyles like gal JK (high school gals) and yamanba gals.
There’s even a Japanese quiz site that helps you find out your “gal type” based on your lifestyle and personality. Curious what kind of gal you’d be? Click here to take the quiz (Japnanese only).
Gen Z is loving Heisei gals again
—Y2K isn’t the only trend
With the rise of Instagram and TikTok, Gen Z has rediscovered the charm of Heisei gal fashion. The revival of egg magazine and the return of Shibuya 109 styles—combined with skyrocketing prices for Heisei-era items on secondhand platforms like Mercari—show that this is more than just nostalgia.
Today’s Heisei gals embrace a sweet-meets-edgy look, mixing chunky platform shoes, frilly socks, and cropped tops with cuts that suit their body type (thanks to Japan’s popular “body shape analysis” trend).
How Yumetenbo brought gal style back
— insights straight from the designers
This time, the Buyee Unbox team sat down with designers from Yumetenbo, a Japanese fashion brand known for its sweet-and-edgy styles, to talk about the return of Heisei gal fashion.
The idea to revive gal fashion didn’t come from a boardroom—it started with passionate messages from fans on social media.
“Can you bring back Heisei gal outfits?”
This one question made the Yumetenbo team take a fresh look at how to blend gal aesthetics with everyday wearability for today’s generation.
Designer Okamoto shared:
“We’re not just copying old photos—we’re creating pieces that Gen Z girls can wear with confidence and that capture that sweet-yet-bold gal spirit.”
From garment proportions and fabric choices to real-life wearability, Yumetenbo made updates across the board. They even invited actual gal-style models to test the pieces and give feedback during the design process.
Must-have looks for today’s sweet & spicy girls ♥
Our top picks from the Diable baiser collection
What kind of brand is Yumetenbo?
Two iconic styles that define Yumetenbo: Jirai-kei & Ryosan-kei
Before launching their Heisei gal-inspired styles, Yumetenbo was already known for two iconic aesthetics: Jirai-kei and Ryosan-kei.
Jirai-kei is all about moody sweetness—with black and white color schemes, gothic elements, and a touch of “menhera” (emotional/cute) vibes. Ribbons and lace are essential details.
Ryosan-kei, on the other hand, is inspired by idol-like uniforms, featuring pastel pinks, frills, heart motifs, and overall sugary cuteness.
From the fierce Diable baiser line to the sweeter DearMyLove brand that embodies both Ryosan-kei and Jirai-kei, Yumetenbo offers a wide range of styles for girls to find their own version of kawaii battle armor.
From reviving Heisei-era styles to evolving into something fresh and current, Yumetenbo isn’t just designing clothes—it’s helping today’s Japanese girls express who they are through fashion.
Curious about more Japanese brands with a story to tell and a strong design point of view?
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How to buy Yumetenbo from overseas?
Use Buyee’s overseas ordering cart for a quick & easy checkout!
Want to get your hands on Yumetenbo’s Heisei gal, Jirai-kei, or Ryosan-kei styles from outside Japan?
With Buyee Connect, you can shop directly from Japan—even if you don’t speak Japanese or use a VPN!
Here’s how 👇
✅ Buyee’s overseas ordering cart Checkout Guide (for Yumetenbo’s official Japanese website)
🛒 Step-by-step:
- Go to the Yumetenbo official store (https://dreamvs.jp/) and choose your items
- Click “Add to Cart” and proceed to the checkout page
- On the checkout screen, click the “Buyee Connect” button
- You’ll be redirected to Buyee—just log in or create a free account
- Confirm your order details & shipping, and you’re done!
🧾 Why use Buyee Connect?
✅ Supports Traditional Chinese and English interface
✅ Multiple payment methods (credit cards, PayPal, etc.)
✅ International shipping from Japan to most countries
✅ No VPN or Japanese skills required!
👉 Want a full visual walkthrough?
Click here for the complete guide to buying Yumetenbo with Buyee’s overseas ordering cart
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