At a time when product advancement focused primarily on hardware innovations, TAMA looked deeper with the introduction of Imperialstar, Superstar, and Artstar drums, inspiring the direction of TAMA's sound and craftmanship in the coming decades. In particular, the Superstar series garnered the attention of the world's top drummers of the era, making this first decade TAMA's most foundational.

As the need for a unique aesthetic grew, this era saw drummers using massive setups with several bass drums, extra deep rack toms, multiple floor toms, and even gong bass drums. In order to achieve these monstrous setups, TAMA introduced products like the Power Tower System, defining the look of the era.
This decade also gave birth to TAMA's most innovative products, such as the Lever Glide Hi-Hat Stand and the Iron Cobra Bass Drum Pedal.

In this decade, TAMA's innovation continued, marking the beginning of the iconic Starclassic series, the second-generation Iron Cobra, and Signature Palette snare drum models. As technology grew rapidly, priority shifted towards advancement and modernization. Not only for functionality, but in "pursuit of a better sound" to reach the true essence of the instrument. Durability was no longer the sole purpose, for now the world demanded meticulous craftsmanship and enhanced performance.

The quest for new drum sounds and hardware designs continued in the early 00's. Starclassic Bubinga was introduced, delivering a brand-new sonic expression, along with the Speed Cobra pedal that was optimized for rapid footwork. Looking to go beyond the demands of the current lineup, STAR Drums were released in 2013, bringing a fresh look & sound to TAMA Drums.

As genres changed and multiplied, the need to cater to constantly varying styles was evident, inspiring the release of the uniquely featured STAR hardware, simplistic CLASSIC stands, and easily portable Club-JAM series. Alongside the instruments, TAMA also focused on offering a broader range of bags and accessories. The rise of social media during this period brought TAMA closer to its users, increasing the ability to produce new and innovative products with every type of drummer in mind.