“Heisei Girl” Writer Super Excited! The 30-Year History of the Resurgent “Tamagotchi” is Thrilling! “Dai Tamagotchi-ten” Report

A Nostalgic Blast from the Past: The “Great Tamagotchi Exhibition” Opens!

Marking the 30th anniversary of “Tamagotchi,” the “Great Tamagotchi Exhibition” (Dai Tamagotchi-ten) opened at the Roppongi Museum in Tokyo on January 7th, 2026. I had the chance to attend the press preview the day before, so let me, a writer who lived through the peak Tamagotchi craze as a “Heisei-era girl,” report back on all the nostalgic details!

For the uninitiated, Tamagotchi is a handheld digital pet first released by Bandai in 1996. It sparked a massive boom, primarily among high school girls at the time, and became a social phenomenon both in Japan and abroad. Over the years, it has evolved with the times, incorporating features like infrared communication (2004), touch screens (2021), and Wi-Fi (2023), with a total of 38 different models released. It’s now available in over 50 regions, and as of July 31, 2025, it surpassed a cumulative 100 million units shipped worldwide.

This exhibition is a celebration of that incredible 30-year journey, allowing visitors to walk through Tamagotchi’s history via various immersive displays.

Memories of a 90s Craze

Thirty years ago, Tamagotchi caused an instant sensation upon release. It was featured on the news daily, and when the charismatic Amuro-chan (Namie Amuro) was spotted with one, the boom exploded into a full-blown social phenomenon.

Back then, I was an elementary school kid living in the deep inaka (countryside) of Ishikawa Prefecture. There was no way I could get my hands on one… I kept begging my parents, who finally promised, “We’ll get you one for your birthday.” But every toy store in town was sold out. “It’s my birthday, why?!” – I probably cried harder that day than any other time in my life (all six years of it, at least). Seeing the lucky classmates who managed to get one bring theirs to school was utterly heartbreaking.

This exhibition is a tribute to those deeply nostalgic memories. The very exterior of the Roppongi Museum has been Tamagotchi-fied, building excitement before you even step inside!

Step Right Into the Tamagotchi World

Once inside, you’re greeted by a giant Tamagotchi-shaped gate, making you feel like you’re stepping right into their world.

There’s even a section where you can experience the world from a Tamagotchi’s point of view! How innovative! But thinking back, when we played with them, raising a Tamagotchi and spending time with it was just part of daily life. Seeing the world from their perspective really brought back those cozy memories… The display cleverly shows different eras from 1996 to the present, letting you feel the shifts in lifestyle and trends.

Moving on, you enter an area showcasing the daily lives of Mimitchi, Mametchi, and Kuchipatchi. And of course, there’s a little pile of poop just sitting there. Anyone who’s ever raised a Tamagotchi will instantly think, “I gotta flush that!”

Growth, Evolution… and Final Goodbyes

Next is an area where you can experience a Tamagotchi’s growth. Press a button, and you evolve into various Tamagotchi characters. I ended up as a Mametchi!

Where there’s growth, there’s also the lesson of “death,” which Tamagotchi didn’t shy away from teaching us. This section, likely representing heaven, lists various Tamagotchi “causes of death.” Having let a few of my own pass on, it hit me right in the feels… Most reasons were “due to neglect,” which stings with truth!

By the way, this area also had a display “monitoring” Tamagotchi owners. If you’re raising one right now, you might be being watched as we speak!

A Walk Through 30 Years of History

The final area lets you reflect on Tamagotchi’s 30-year history. Every generation is lined up, and you’re free to touch and play with them. For the record, the first one I could finally buy wasn’t the original 1996 model, but the 1997 “Angel Tamagotchi” (Tenshi no Tamagotchi). That pastel color and glossy finish! So nostalgic!

Here, you can also see rare behind-the-scenes development stories, celebratory messages from various creators, and merchandise from collaborations with traditional Japanese performing arts.

The initial boom was huge, but Tamagotchi’s journey wasn’t always smooth. As hinted in the development stories, the aftermath of the fading craze was rough. By the time I was in upper elementary school, they were on clearance sale at toy and electronics stores.

But through long years of trial and error, and now in the Reiwa era… fueled by the nostalgic “Heisei boom,” Tamagotchi is experiencing a major resurgence.

The recent models on display were noticeably larger than the early ones. The latest version, the “Tamagotchi Paradise” released in July 2025, lets you check the condition inside your Tamagotchi’s body (its cells) for a more detailed care experience. It even lets you visit “Tamaverse,” a metaverse space where you can meet Tamagotchi raised by users worldwide!

That’s some serious evolution! With features like that, no wonder it’s bigger. This exhibition made me feel that Tamagotchi will surely keep evolving into the future.

Don’t Forget the Goods and Cafe!

After the exhibits, there’s a merchandise corner and even a collaboration cafe.

Wait a second… Every single item is too cute! I want it all!

The collaboration menu items also look adorable and delicious… My wallet is definitely going to loosen up early in the new year!

The “Great Tamagotchi Exhibition” is a blast for fellow Heisei-era girls like me and for younger generations who didn’t experience it the first time. It runs until February 2nd, so be sure to check it out!

Exhibition Overview

Title: 30th Anniversary: Great Tamagotchi Exhibition
Duration: January 7 (Wed) – February 2 (Mon), 2026
Venue: Roppongi Museum (Tokyo)
Hours: 10:00 AM – 8:00 PM
*Timed entry system for all days. Last entry 30 minutes before closing.
Organizer: Great Tamagotchi Exhibition Executive Committee
Co-organizer: Sony Creative Products
Special Cooperation: Bandai
Sponsor: Lawson Ticket

Please note: Information regarding this exhibition is subject to change without notice. Always check the official exhibition website for the latest details, specifics, and important notices.

(C) BANDAI

《Yoneda Kaori》
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