Why the 90s Are Making a Comeback: Nostalgia and Culture

It returns time and time again with its time-typical fashion, its iconic TV series – and not least its music. Why is the 90s the decade that refuses to die? It was the last decade when culture moved forward linearly. Music was still being invented that you hadn't heard before, says culture journalist Andres Lokko.

» Published: July 11 2025

Why the 90s Are Making a Comeback: Nostalgia and Culture
Photo: Jessica Gow/TT, Scott A Garfitt/AP och Pär Bäckström/TT

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Ronny & Ragge are out with Fårrden again. Oasis is on stage. "Jurassic Park" from 1993 gets its seventh sequel and the festival "We who love the 90s" dances on.

It's no coincidence, according to Andres Lokko. He means that 90s music is a crystal clear time marker.

Then music was still invented that you hadn't heard before, it sounded like it came from the future, he says and mentions music styles drum and bass and jungle as examples.

I have a hard time seeing that the 00s will have the same effect on popular culture, he says.

Fewer campfires

According to Lokko, the music is no longer moving linearly forward. Since the turn of the millennium, it has instead become circular:

Technology has moved forward but music hasn't. It's being reused, says Andres Lokko.

The new millennium with Netflix, e-readers, and streaming has also given us an infinite selection of culture.

The total availability is fantastic but the side effect is that we instead seek the safe through culture. Swedes listen to Swedish music and Germans to German.

But increased availability has made the common campfires we want to gather around fewer.

And then we seek back to nostalgic phenomena.

Light and optimistic

One who doesn't just love the 90s is Karin Pettersson, culture editor at Aftonbladet. Her upcoming book, "The Curse: How Sweden got stuck in the 90s and lost the future" gives a more complex picture.

When it comes to music and film, the decade was fantastic.

That's why we see that a lot from the 90s is coming back now. But I think there's another explanation for why it's coming back, and that's that we who became adults then sit as culture editors and have the power now.

She remembers the time as optimistic, light, and apolitical. There was a belief in the future, but also a lack of history.

The internet boom came

Today we pay the price. I think it's time for us to reevaluate the 90s, she says.

We are now living with the consequences. One example is the tech giants, which are increasingly taking over the world economy, Pettersson means.

The internet boom came in the 90s and that's when the decisions were made about how tech giants get to operate. What we see today is a result of what happened then, she says.

Grunge rockers Pearl Jam played at the Roskilde festival.

All episodes of the TV series Beverly Hills 90210 will be released on TV4 Play on July 15.

Oasis reunites and goes on tour.

Ronny & Ragge hit the road for six performances around Sweden - 30 years after their debut. "Seinfeld" and "Friends" are shown on TV.

The Graaf sisters and Rednex perform at the festival "We who love the 90s".

Jurassic Park from 1993 gets another sequel, "Jurassic World: Rebirth". The film is described by the director as a "love letter to the 90s".

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By TTEnglish edition by Sweden Herald, adapted for local and international readers

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