Cassette tapes revived in Japan

Several stores in Tokyo are expanding their dedicated cassette tape sections, signaling a resurgence of the compact analog recording device.

A 21-year-old male university student from Kanagawa Prefecture, who visits the Tower Records Shibuya store in Tokyo once a week to look for cassette tapes, said, "Cassette tapes are for those times when I want to listen to music in a more relaxed way."

Jo Takase and a portion of his cassette collection at his home in Shima.

Although 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, such as Tower Records, the popularity of cassette tapes is increasing, especially among people in their 20s and 30s who never experienced the heyday of cassette tapes in the 1980s.

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

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

Ko Takeda, who is in charge of the cassette section, said: "The age range of buyers is diverse, from teenagers to people in their 50s, with those in their 30s being the largest group." The cassette sales area also saw a notable presence of foreign tourists.

Recently, vinyl records have also been attracting a growing following. However, Takeda emphasizes the price competitiveness of cassette tapes, which can sell for around 1,000 yen (US$6.70) each. According to Takeda, they are more affordable than records, making them a popular choice.

Taro Tsunoda, who has run "Waltz," a cassette tape store in Tokyo's Nakameguro district since 2015, noted that the business environment surrounding cassette tapes has "changed significantly since we first opened."

Initially, the store primarily sold used cassette tapes, but recently more artists have been releasing new songs on cassettes. "Big names are also paying attention to this trend, and the value of cassette tapes 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.

Amidst the growing trend of listening to music through digital means like streaming services, Tsunoda says, "Cassette tapes are something you can own and feel attached to. For younger generations, 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 cassette tapes, new cassette players have also been recently launched on the market, some of which have sold very well.

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

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

Side-B Creations, located in Tokyo's Shibuya district, manufactures and sells cassette tapes and music players. The company says it is selling more than 10 times as many cassette players as it did in 2017.

Besides its unique sound quality and texture, the classic appeal of cassette tapes—the colorful, palm-sized boxes containing analog music reels—is attracting younger buyers.

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

Some clothing brands have begun using cassette tapes as invitations to fashion shows or distributing them as souvenirs, demonstrating how cassette tapes are being used and adapted to suit the times.

(according to VNA)

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