Japan's Showa Retro Revival Draws Locals, Tourists, and Entrepreneurs

Atami is a seaside city near Tokyo that was once very popular with Japanese holidaymakers.

Its hotels and businesses struggled after Japan's economic bubble burst in the 1990s.

Now, people are becoming interested in the city's colorful old buildings and retro businesses again.

This style is called Showa retro, referring mainly to Japan from the 1960s through the 1980s.

Some entrepreneurs are fixing up abandoned houses and old buildings.

Cafes, bars, music, and hotels are using bright colors, decorations, and designs from that era.

Many people enjoy these places because they feel personal and less automated.

Social media is also encouraging young people and visitors to photograph them.

Atami had more than three million overnight visitors in 2025, but many foreign tourists still visit only Japan's best-known destinations.