Why Japan’s Gen-Z is Wearing Childhood Snacks in Their Hair

I have one tween and two teenage daughters, so it was only a matter of time before the childhood‑snack hairclip trend made its way into our house. And sure enough, it has arrived. They’ve been wearing those cute little “bang clips” for ages, but the snack‑themed ones, decorated with tiny Packuncho cookies, koalas, candies, and all the nostalgic treats, are a brand‑new addition.

But it's not just in my house. Step onto the streets of Tokyo today, and you will notice Japanese youth are pinning iconic childhood treats directly into their hair. From Koala’s March biscuits to Kinoko no Yama chocolate mushrooms, the country’s most beloved confectionery brands have officially transformed into the hottest Gen-Z and Genernation Alpha fashion statement.

These aren't ordinary hairpins. Known locally as "Maegami Clips" (bangs clips), they are specifically engineered with flat backs to hold hair back without leaving a single crease. What started as a practical item has exploded into a massive subculture driven by nostalgia and blind-box collectability. Major snack giants like Lotte and Meiji have partnered with clip makers, turning retro biscuit shapes and rare packaging designs into wearable, high-demand accessories!