Nostalgia Trend Reshapes the Consumer Market

From film cameras and vinyl records to the Y2K aesthetic and vintage home goods, nostalgia is increasingly shaping consumer choices and creating a niche market with growing purchasing power in the global economy.

Gen Z, raised alongside smartphones and digital services, is seeking tangible experiences and “physical” value with a touch of the past. While nostalgia has long been associated with older generations, recent data suggest the digital era is a key driver of this shift.

Gen Z nostalgia and the pull of “unlived” eras

According to a nostalgia consumption study cited from Wikipedia, Gen Z shows the strongest nostalgia, with about 15% frequently looking back to the past as a way to relieve psychological pressure. The trend also extends to periods many have never experienced, including the 1980s, 1990s, and early 2000s.

From sentiment to spending: key market indicators

Nostalgia is translating into measurable consumer behavior across multiple categories:

• Vinyl album sales reached 43.2 million copies in 2023, up sharply from under 1 million copies in 2006.
• The single-use camera market surpassed $1 billion in 2025, with a projected CAGR of 6.67%.
• The camera market (including retro lines) is forecast to grow 4.8% per year through 2030.

Retro products move from niche to mainstream attention

At CES 2026 earlier this year, technology companies introduced retro-styled versions of modern products, including upright turntables, handheld game controllers, arcade-style cabinets, and pinball machines. Michael Ponce, Vice President of Design at My Arcade, said the products attracted strong interest from both Millennials and Gen Z, largely due to nostalgia.

Joseph Wu, President of Fuse Audio, said customers buying the company’s upright turntables fall into two main groups: an older cohort long attached to vinyl and a younger generation of consumers. Wu noted that many Gen Z buyers, raised in a digital world and rarely exposed to physical objects, are proactively purchasing vinyl to feel a closer connection to artists.

“Unplugging” and the desire for tangible experiences

The Global Wellness Institute identified Gen Z seeking older technologies as one of the standout trends of 2025, reflecting a desire to unplug from constant connectivity. Beth McGroarty, Research Director of the organization, said: “This trend is not just nostalgia but a need to rediscover physical, tangible experiences.”

Marketing expert June Cotte added that nostalgia trends surge most when people feel insecure about the present. The pattern aligns with Gen Z’s environment of economic crises, social media pressure, and information overload—conditions that make the “imperfection” of film cameras, vinyl, or CCD images more valuable.

Vietnam: nostalgia becomes a business model

In Vietnam, nostalgia among youth is moving beyond short-lived online trends. Many businesses are monetizing “the value of the past” to differentiate and enhance customer experiences.

The Cong Ca Phe case illustrates how nostalgia can be built into a full business model, from space and interiors to items and color palettes that recreate the ambiance of the old planned economy—aiming to deliver a consistent experience. The concept also supports international appeal by offering authentic local culture.

In Hanoi, venues such as Nha Kho, Xoan Cafe, Ca Phe Dong Duong, Cu Xa Ca Phe, and Tiem Cafe Cai Cach are popular meeting spots for today’s youth. Each venue features distinctive décor with old wooden furniture, vintage items, and warm amber lighting, creating a calm, relaxing atmosphere.

Thrift cafés, workshops, and reuse culture

Beyond aesthetics, thrift café models and vintage stores support sustainable consumption trends. Reusing old items reduces waste and gives a second life to products that might otherwise be discarded.

Some shops also host workshops to teach customers how to repurpose old items into unique decorative pieces, including lamps and shelves, as well as handmade vases. Hidden Gem Cafe in Hang Tre, Hanoi, is cited as a notable example.

Fashion and analog photography: expanding demand

In fashion, Vietnamese brand Fanci Club has emerged as a Y2K-style phenomenon, combining late-1990s to early-2000s nostalgia with bold modern design. Its designs—featuring flattering silhouettes, corset details, and upcycled vintage materials—have gained attention on social media alongside international stars including BLACKPINK, Doja Cat, Bella Hadid, Candice Swanepoel, and others.

In major cities such as Hanoi and Ho Chi Minh City, shops specializing in film cameras, CCD cameras, and developing services have appeared and maintained steady operations. Observations cited in the article indicate some shops sell hundreds of units per month, while prices of older models have risen two to three times compared with earlier periods.

Photo booths return as a social experience

The photo booth trend has also returned. Originating in Japan in the 1990s, photo booth shops spread internationally due to the combination of image-editing technology and personalized experiences. In Vietnam, the trend was popular in the early 2000s but cooled; however, in 2025, photo booth shops have expanded beyond Hanoi to other provinces and have become a popular option for young people on dates or during gatherings.

Turning “memory” into economic value

As markets become increasingly saturated with function and technology, the article argues that “memory” is being converted into economic value. While not every business creates new products, those that can tell stories of the past in ways that fit the present are finding room to grow.

“Cultural assets” as a new economic driver

The article notes that Vietnamese cultural heritage products are becoming a business sector, citing more than $2 billion in annual export turnover of handicrafts and a 40–50% annual growth rate for cross-border e-commerce.