Cassette tapes revived in Japan

Several stores in the capital Tokyo are expanding their dedicated cassette sections, signaling a revival of the compact analog recording medium.

"Cassettes are for times when I want to listen to music deeply," said a 21-year-old male university student from Kanagawa Prefecture who visits Tokyo's Tower Records Shibuya store once a week to look for cassettes.

Mr. Jo Takase and part of his cassette collection at his home in Shima.

While he also listens to music via streaming services, he has about 20 cassette tapes that he started collecting in high school and appreciates their warm, unique sound.

At some stores like Tower Records, the popularity of cassettes is growing, especially among people in their 20s and 30s who didn't experience the cassette's heyday in the 1980s.

Sales of both used and new cassette tapes are on the rise, according to industry executives.

In September 2023, the Tower Records Shibuya store expanded its dedicated area, storing about 3,000 cassette tapes, six times more than before, including both new and used tapes.

“The age range of buyers ranges from teenagers to people in their 50s, with the 30-somethings making up the largest group,” said Ko Takeda, who is in charge of the cassette section. The cassette section also saw a notable presence of foreign tourists.

Vinyl records have also been gaining a growing following recently. However, Takeda highlighted the price competitiveness of cassette tapes, which can sell for around 1,000 yen ($6.70) each. They are more affordable than records, which makes them a popular choice, Takeda said.

Taro Tsunoda, who has run "Waltz", a cassette tape specialty store in Tokyo's Nakameguro district since 2015, notes that the business environment surrounding cassette tapes has "changed dramatically from when we opened."

Initially, the store mainly sold used tapes, but recently many artists have released new songs on cassettes. "Major artists are also taking notice of this trend, and the value of cassettes in the music market is increasing," Tsunoda said.

According to a 2022 survey by the Recording Industry Association of Japan, the organization representing the Japanese music recording industry, YouTube accounts for 60% of music listening.

Amid the standard of listening to music through digital means like streaming services, Tsunoda says: "Cassette tapes are something you can own and feel attached to. For the younger generation, they're a novelty, and for those who used them before, they evoke nostalgia for their early music listening days."

Along with the return of the cassette tape, new cassette players have also been introduced to the market recently, some of which are selling very well.

Toshiba Lifestyle, a Kawasaki-based electronics manufacturer, launched a new product last July, a beautifully redesigned 1980s model of its "Walky" portable cassette player.

Because it allows users to listen to music with wireless headphones, the product also meets the needs of young people who are passionate about digital technology .

Side-B Creations in Tokyo's Shibuya district makes and sells cassette tapes and players. The company says it is selling 10 times more cassette players than in 2017.

Besides the unique sound quality and texture, the classic appeal of the cassette tape — the colorful, palm-sized box containing the analog music reel — is appealing to younger buyers.

"For consumers, cassette tapes are tangible objects to own and cherish," said Takamasa Endo, President of Side-B Creations.

Several clothing brands have begun using cassette tapes as invitations to fashion shows or handing them out as souvenirs, showing how cassette tapes are being used and adapted to suit the times.

(according to VNA)

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