Harajuku-based artist Kyary Pamyu Pamyu charmed overseas fans during her first world tour in five years. Kyary Pamyu Pamyu WORLD TOUR 2023 -POPPP- took the artist to seven cities in four countries around the world.

In May, Kyary began the U.S. leg of her tour, stopping in New York, Los Angeles, and Chicago with French DJ/trackmaker Moe Shop as her opening act.

The artist performed in Paris and London in June, along with Barcelona and Madrid for Primavera Sound 2023, one of the biggest music festivals in Europe.

NATHAN GEY – NATHAN GEY

NATHAN GEY – NATHAN GEY

The Cabaret Sauvage in Paris and the London Earth Hall in London were filled to the brim with local fans, eager to see Kyary Pamyu Pamyu live for the first time in years. The audience sang the popular track Cherry Bon Bon in unison, dancing along with the legendary choreography.

The London show featured Hannah Diamond as Kyary’s opening act. Signed to the UK label PC Music, Diamond is a leader in the HyperPop scene.

KPOP CONCERT – FANNY LE MONNIER

JAME WORLD – VANESSA LE PENNEC

Kyary Pamyu Pamyu, who continues to be active around the world, wowed the packed London venue with her expert dance moves and musicianship.

At Primavera Sound, a festival taking place over two weeks in Barcelona and Madrid, Spain, a large crowd gathered in front of the stage, instantly captivated by Kyary Pamyu Pamyu’s unique style and Yasutaka Nakata’s addictive electro sound.

Clips of the world tour have been posted on Kyary Pamyu Pamyu’s Twitter and Instagram. Also, check out the Primavera Sound playlist on Spotify.

On July 15, Kyary Pamyu Pamyu will perform a solo concert at the Hibiya Open Air Concert Hall, which will also mark her triumphant return to Japan following her successful world tour. The artist will also perform at several summer festivals. Audiences around the world are enthralled with the Kawaii performer, and it’s only a matter of time before she performs for global audiences yet again.

On May 31, the idol group IDOLATER released its 11th single, Aimai Silhouette.

Unlike the group’s more mature love songs released in the past, this new track is packed with cuteness and a fresh sound.

IDOLATER, the idol group from KAWAII LAB., released their new single, Before the endroll.

This song is a powerful declaration of their determination to continue advancing towards the future, expressing the various emotions they have accumulated so far as their driving force, including the loneliness and frustration that they have shouldered while running as idols, as well as their gratitude towards those who have supported them.

The NFT project City Pop TOKYO is inspired, fittingly, by City Pop, a music genre from Japan that is immensely popular worldwide, particularly among Gen Z. Now, the project is collaborating with the incredibly popular idol group FRUITS ZIPPER!

Starting at the end of April, Legendary NFTs inspired by the members of FRUITS ZIPPER will be released sequentially as part of the City Pop TOKYO NFT collection. These collaborative NFTs feature rare designs that are unique among the other characters in the City Pop TOKYO NFT collection and were drawn by Natsumi Sato, the illustrator who oversaw character design for the collection.

This collaboration will commemorate the release of City Pop TOKYO’s main collection, which will be available starting at the end of April. City Pop TOKYO will allow both NFT holders and non-holders to participate in new character development through a series of Twitter posts after the main NFT collection is sold. Characters will level up by earning training points when they post on Twitter, which will also be reflected in their NFT properties. The final ranking will be based on level, and a subsequent audition will be held, with winners being invited to join ASOBISYSTEM as new talents.

For this collaboration, the wildly popular FRUITS ZIPPER is sure to bring some new excitement to this incredible project.

Idol group FRUITS ZIPPER will embark on its first nationwide tour, FRUITS ZIPPER JAPAN TOUR 2023 -AUTUMN-, this September.

FRUITS ZIPPER has been climbing to the top of the idol scene at a breakneck pace. Their first overseas solo performance in Taiwan was recently a huge success, and tickets for their first anniversary live shows at Toyosu PIT in Tokyo and Namba Hatch in Osaka in May sold out immediately after going on sale.

The tour will begin with a concert in Osaka on September 3, followed by performances in Aichi, Fukuoka, Hiroshima, Hokkaido, and Kanagawa. Tickets for the presale lottery are now on sale for members of the KAWAII LAB fan club.

FRUITS ZIPPER’s single Watashino Ichiban Kawaiitokoro, released last year, has inspired over 700 million related videos on TikTok, while the music video has been viewed over 10 million times. Keep an eye on their activities in the near future!

On March 14, ASOBISYSTEM’s idol project KAWAII LAB. held a live event at Spotify O-EAST. The event, titled KAWAII LAB. SESSION ~CANDY TUNE~, saw the first-ever performance from CANDY TUNE, the newest idol group from KAWAII LAB, also known for creating the popular groups FRUITS ZIPPER and IDOLATER.

KAWAII LAB. is a new project by ASOBISYSTEM created to introduce Japan’s growing idol culture to the world.

FRUITS ZIPPER is one of the most talked-about idol groups in recent memory, with their solo concert shows selling out instantly and their song Watashi no Ichiban Kawaiitokoro pulling in over 690 million views on TikTok. KAWAII LAB also produces IDOLATER, a group known for exploring the boundary of music, fashion, and other unique aspects of culture through an idol perspective.

In March, the seven-member idol group CANDY TUNE was announced. Its members include Rino Fukuyama, Mizuki Kirihara, Natsu Minami, Nanako Ogawa, Bibian Murakawa, Shizuka Miyano, and Kotomi Tachibana.

Tickets for this show were completely sold out in advance. The packed venue was filled with excitement, with fans looking forward to the live performance far before the show started.

To start, Misa Kimura, a model and talent who serves as the general producer of KAWAII LAB., appeared with FRUITS ZIPPER members Suzuka Chinzei and Runa Nakagawa. Despite the project only being active for one year, she seemed to be filled with incredible emotion at the addition of CANDY TUNE to the lineup, bringing the total number of idols signed to KAWAII LAB to 19.

IDOLATER was the first to take the stage, called out by Misa Kimura herself. Dressed in fashionable light blue outfits, the girls immediately grabbed the fan’s hearts with their cool performance of Kesenai…before moving into Endless Summer, Vapor City, Kimi ni MuCHU♡XX, and Mahou no Kagi wo Te ni Iretara in quick succession. The girl’s potential was on full display as they played hit after hit.

IDOLATER’s stylish and clean live performance ended with DIAMOND and Endroll wo Mukaeru Mae ni.

When Misa reappeared on stage, she announced that IDOLATER would be holding its anniversary solo concert on April 22 at Spotify O-WEST. Member Fuka Oishi was delighted to be performing at the largest venue in IDOLATER’s history. “I’m so thrilled,” she said.

FRUITS ZIPPER took to the stage next, and the venue was immediately illuminated with colorful penlights. The members were greeted with loud applause as the starting track began to play.

The group performed RADIO GALAXY first, and the audience’s enthusiasm was palpable as the songs jumped between various genres like a roller coaster ride, from EDM and hip-hop to idol pop and mellow tunes. Continuing into Sekai wa Kimikara Hajimaru, the sweet love song made the audience swoon as they heard the girl’s incredible vocals.

Suzuka Chinzei also congratulated CANDY TUNE on its debut during the MC portion of the performance. FRUITS ZIPPER also promised to keep the stage lively until it was their turn to perform at their own debut show.

The group then performed Happy Chocolate, a popular song currently trending on TikTok. Their comical and cute choreography spread into the audience where fans mimicked their moves, making it a truly sweet and memorable moment.

As the girls began performing the fast-paced song Kanpeki Shugide☆, the mood in the venue took a turn, and things became much more lively. As expected, the group performed the massively-popular track Watashino Ichiban Kawaiitokoro as the finale, and just as Suzuka promised, the audience was all warmed up for CANDY TUNE to finally take the stage!

Just as was the case with IDOLATER, another major announcement was made during the MC portion. The first KAWAII LAB Official Fan Club event for FRUITS ZIPPER was announced to take place on April 10 at Shirokane Takanawa SELENE b2. The group’s first live show was originally scheduled to take place at this venue on April 10 last year, but it was postponed due to the pandemic.

Finally, it was time for the new group CANDY TUNE to appear. Misa Kimura took to the stage first “I’m so nervous,” she said to the audience. “Can we get some cheers?”

The fans erupted with loud applause, and soon after, the seven members of the group–Rino Fukuyama, Mizuki Kirihara, Natsu Minami, Nanako Ogawa, Bibian Murakawa, Shizuka Miyano, and Kotomi Tachibana–took their first steps onto the stage, ready to share the wonders of Harajuku with the world.

Dressed in colorful outfits, they first performed hanamaru, a song written to cheer up anyone who listens to it. The girls were clearly a little nervous, but they danced as hard as they could, obviously doing their very best. As the song blended into Kiss Me Patissier, the audience erupted–it was hard to believe that this was the first time that the song had ever been performed live. The song is one of the most popular tracks from the group’s first album, and its flirty lyrics immediately melted fans’ hearts.

During the MC, Murakawa, a former HKT48 member and veteran idol, spoke to the fans. “Isn’t this venue too full,” she said with a laugh. Each girl introduced herself, offering some insight into why they had become idols and what they hoped to achieve going forward. It seemed that their time chatting had cut through the tension, and they performed Nanairo Prologue in high spirits. As if in sync with the members, the fans’ voltage also rose to a fever pitch, and following the performance of Mikan na Seishun, the audience exploded with thunderous applause.
After all four songs from the group’s first album had been performed, it was revealed that, like the senior groups in KAWAII LAB, CANDY TUNE also had a surprise to reveal. On the big screen, it was announced that CANDY TUNE’s first solo live performance would be held at Spotify O-WEST on June 27. The members immediately shouted with joy.

“Aren’t you full yet,” Murakawa asked the audience, before announcing one more song.

CANDY TUNE performed hanamaru again, but unlike the first time, a music video produced in secret for the occasion played on the screen. Sounds of surprise and excitement immediately erupted from those in the audience.

The audience’s voltage was at its highest during this performance, which was synchronized with the music video featuring the members in cute cheerleader outfits and a picnic scene that their friendship with one other. Although it was their first time on stage together, the seven members showed as much poise and dignity as their seniors.

At the end, each member shared a message with their fans. “I have a bad habit of second-guessing my own happiness. There have been so many times in my life when I wonder if I should be as happy as I am–but right now, I’m so incredibly overjoyed,” said Fukuyama.

“I was so nervous before we got here,” said Kirihara. “But when I saw all of your faces, I knew from the bottom of my heart that I had made the right choice to become an idol!”

“Even if I’m reborn, I hope to stand on this same stage again,” said Minami while crying.

“I didn’t really feel like an idol until today, and I was so afraid to stand up here in front of a packed audience,” said Ogawa. “I never thought I’d be an idol,” echoed Tachibana. Both showed intense appreciation for the countless fans that had gathered at the venue.

“I will always cherish this moment,” said Miyano. “I hope to make many more memories in the future!”

“I never thought I could care for people so quickly after meeting them,” said Murakawa, shedding a few tears. “I have so much love and affection for everyone, and I want the seven of us to keep working hard to share Harajuku with the world. Standing here now, I know that we can become an idol group loved around the globe!”

After each group had finished their performances, all 19 idols from all three KAWAII LAB groups stood on the same stage together.

As a final surprise, Misa Kimura announced that KAWAII LAB. SESSION would be held on June 12 at Zepp Shinjuku, a venue scheduled to open in April. “I’m so excited that we get to perform at Zepp,” said FRUITS ZIPPER member Yui Sakurai.

With excitement in the venue still building, the final performance and the long-awaited collaboration began. All 19 members formed a circle and began to perform FRUITS ZIPPER’s breakout hit Watashino Ichiban Kawaiitokoro. Fans in the audience were permitted to record during this part of the concert, and after the show concluded, countless videos were posted to social media sites.

A project to shoot a TikTok video of Happy Chocolate with the audience also took place at the end of the event. FRUITS ZIPPER member Mana Manaka gave a brief explanation of the choreography before taking a video of the fans gathered at the venue. The night ended as the idols and fans danced together.

KAWAII LAB is continuing to produce cutting-edge idols ready to be shared with the world. With the addition of CANDY TUNE, the future is looking bright, and fans will want to watch out for what’s coming next.

Text: Masatoshi Mayuzumi
Photo: Shinsuke Hayashi / Miki Higashi

■Setlist

[IDOLATER]
Kesenai…(short ver.)
Endless Summer
Vapor City
Kimi ni MuCHU♡XX
Mahouno Kagiwo Teniiretara
DIAMOND
Endrollwo Mukaeru Maeni

[FRUITS ZIPPER]
RADIO GALAXY
Sekaiwa Kimikara Hajimaru
Happy Chocolate
Kanpeki Shugide☆
Watashino Ichiban Kawaiitokoro

[CANDY TUNE]
hanamaru
Kiss Me Patissier
Nanairo Prologue
Mikanna Seishun
hanamaru (MV.ver)

[KAWAII LAB.]
Watashi no Ichiban Kawaiitokoro

CANDY TUNE, the newest group from KAWAII LAB, released their first album on March 7. KAWAII LAB is continuing to introduce Japanese idol culture to fans around the world.

The seven-member group is comprised of members Rino Fukuyama, Mizuki Kirihara, Natsu Minami, Nanako Ogawa, Bibian Murakawa, Shizuka Miyano, and Kotomi Tachibana. Just like candy, which comes in tons of different flavors and shapes, the members will bring their own unique personalities and quirks to their pop tunes as they carry on KAWAII LAB’s mission of sharing Harajuku style with the world.

Two songs on the group’s first album CANDY TUNE were produced by Naoki Kubo and Suu, former members of SILENT SIREN–the sweet and playful Kiss Me Patissier and the inspiring song hanamaru. Hirotaka Hayakawa, who has produced hit songs for countless artists, also contributed. Nanairo Prologue tells the story of the seven members moving forward across a rainbow-colored bridge, andMikan na Seishun (Unfinished Youth) has a fast-paced sound sure to be a hit with new fans. The group’s artist photo and the jacket art for the album were provided by Yuko Takayama (yenter).

CANDY TUNE will hold its debut concert titled KAWAII LAB. SESSION ~CANDY TUNE~ on March 14 at Spotify O-EAST. To commemorate the special occasion, IDOLATER and FRUITS ZIPPER will also perform. The three groups will perform the FRUITS ZIPPER hit track Watashi no Ichiban Kawaiitokoro together during the event, and tickets are now on sale.

Additionally, new interviews with the members and behind-the-scenes footage have been uploaded to CANDY TUNE’s official YouTube channel.

A new idol group is coming in March 2023 from KAWAII LAB. , to promote Japan’s growing idol culture to the world.

So far, four members have been announced ahead of the group’s debut concert. The group name and details of their debut concert have just been revealed!

Following IDOLATER and FRUITS ZIPPER, the third idol group born from KAWAII LAB. has been announced as CANDY TUNE. The name is meant to evoke the image of both kindhearted girls and catchy melodies and harmonies.KAWAII LAB. will continue to focus on its concept of promoting Harajuku culture to the world.

The four members announced so far are Mizuki Kirihara, Rino Fukuyama, Natsu Minami, and Nanako Ogawa. More members will be announced in the near future.

Clockwise from top: Mizuki Kirihara, Nanako Ogawa, Rino Fukuyama, Natsu Minami

CANDY TUNE’s debut concert titled KAWAII LAB. SESSION ~CANDY TUNE~ will be held on March 14 at Spotify O-EAST! IDOLATER and FRUITS ZIPPER, both created by KAWAII LAB., will also perform, with the members of CANDY TUNE performing on the same stage as their seniors for the first time.

Many visiting Tokyo in the future will want to find the most kawaii spots imaginable, and we know just the girl to serve as a guide! In today’s special interview, we chatted with MIOCHIN to share her recommendations. If you haven’t seen her colorful pop pics on TikTok and Instagram, you’ll want to jump into the MIONOSEKAI!

Q. MIOCHIN, what store is a must-visit in Harajuku?

“That would be SUGAR HIGH at Harajuku Alta! You can find colorful sweets and cute goods from all over the world. I always stop by when I have time because they have popular snacks I’ve seen on TikTok, tons of jewelry, and things I can use every day♪

It’s also a really good spot for buying small souvenirs and gifts for people!★”

Q. What store in Tokyo really embodies your personal worldview?

“The minacute CONCEPT STORE at Ikebukuro Sunshine City. I’m actually the store’s producer!★

Not only did I design this shop, but I’m also selling cute accessories in collaboration with minacute!!”

“The store feels like a big toy box and it’s filled with so many items that kids would love. Not only that–you can find popular brands from around the world and tons of sparkle too★

We also hold workshops and events on weekends, so please come visit!♪★”

Q. What’s your go-to Kawaii Spot?

(The HARAJUKU Room)

“If you’re looking to surround yourself with everything cute, it’s all about MOSHI MOSHI ROOMS! Each room is perfect for snapping photos–I’ve visited so many times for parties and photo shoots★

There are four rooms: DOSKOI, HARAJUKU, ORIGAMI, and SAKURA, and each has a uniquely cute interior♪ If you’re planning on staying the night in Harajuku, be sure to check it out!”

Q. Where can the readers find cute clothes like the ones found in your wardrobe?

(Skirt, Jacket: grapefruitmoon)

“Check out grapefruitmoon, a vintage clothing store. They have so many neat items from the 60s to the 80s, and the designs and shapes are so unique. I’d recommend browsing their retro dresses and funky bottoms★Whether you’re into more monotone fashion or something more flashy and bright, you’ll find it!♪”

Q. Where do you buy your makeup?

“ANNA SUI. I just can’t get enough of the brand’s vision, and the cosmetics are really one-of-a-kind. Honestly, I buy most of them–I especially love the perfumes. I love the scents and the designs are just too damn cute! It’s my favorite collection.”

Q. To wrap things up, do you have a message to readers coming to Japan in the future?

“I’m so glad that so many people are interested in Japan. I post so many colorful things on social media and always want to share Japanese culture with the world!♪

There are so many interesting places that you can only find here, and fascinating activities that you have to visit to enjoy!

I hope you’ll come enjoy our food, fashion, and sightseeing spots. And don’t forget to shop for some kawaii goods!★

And I hope that once you do, you’ll love Japan even more!”

PROFILE: MIOCHIN

Active as an illustrator, TikToker, and streamer, MIOCHIN is known for her colorful pop world MIONOSEKAI. She has fans young and old from around the world and often broadcasts on YouTube and TikTok, recently attracting attention for her duet videos on the latter. Her original videos focus on everything from makeup and art to impressions. 

Instagram: https://www.instagram.com/dtdq2828/

TikTok: https://www.tiktok.com/@mionosekai

YouTube: https://www.youtube.com/channel/UCnyOak5Hd4WG0oLECz6L0Og

Twitter: https://twitter.com/dtdq2828

“Japan is such an interesting country, where so many cultures blend and evolve.”

Moshi Moshi Nippon is dedicated to sharing Japanese pop culture with audiences around the world. Recently, we launched a new interview series with foreign influencers active in Japan, and for the third edition, we’re chatting with Zhu Zhu! A popular influencer with over 2 million followers on Weibo, Zhu Zhu claims that since coming to Japan, her fashion has become ‘softer.’ We sat down to ask her what kind of Kawaii she’s found in Japan.

Q. Why did you first come to Japan?

“In 2013, I moved to Japan with my family because Beijing’s air pollution had become really bad. It’s already been nine years!”

Zhu Zhu when she first came to Japan

Q. When you first arrived in Japan, what surprised you?

“When I first came to Japan, what really surprised me was the wide use of the word ‘kawaii.’ It’s so interesting that literally anything can be called kawaii. Sure, it makes sense to call girls, animals, or clothes cute, but in Japan, people call things cute that people in other countries would never refer to in that way. I mean, I think calling things ‘cute’ when you mean ‘good’ is something really commonplace here. (laugh)” 

Q. Tell us what you find the most Kawaii in Japan!

“There are so many cute things in Japan, but I think that the sweets take the cake. I was surprised by how small they are unlike in other countries. And there are so many kinds! Cakes, baked goods, wagashi, they’re all so incredibly kawaii!”

Q. How did your encounter with Kawaii culture in Japan change you?

“Since I first came into contact with the Japanese version of kawaii, I think my style has become softer. When I was overseas, I typically just worse really simple outfits and makeup, but now, I’m always conscious of looking girly and cute.”

Q.In Japan, what are you interested in right now? Where do you want to visit in the future?

“I recently read an article about Yufuin Floral Village, which is England-inspired. It looks so cute and I really want to go!”

Q. Do you have anything to say to our readers who want to visit Japan in the future?

“Japan is such an interesting country, where so many cultures blend and evolve. No matter how many times you visit, you can always find something new. Please visit!”

Zhu Zhu Profile

An influencer from China with 2 million followers on Weibo. Nicknamed “Big Cousin” on social media, she has been a favorite of many Japanese brands for years. Since moving to Japan, Zhu Zhu has actively shared fashion, beauty, travel, and food posts on social media. In addition to appearing on TV and in magazines, she has collaborated with a number of major Japanese apparel and cosmetics companies. 

Moshi Moshi Nippon is dedicated to sharing Japanese pop culture with audiences around the world. Recently, we launched a new interview series with foreign influencers active in Japan, and for the second edition, we’re chatting with Seidenba Saku. The face of the music group DiAN, she’s a multi-talented pop artist, writer, and designer. We asked the Beijing and Tokyo-based artist about what she thinks about Kawaii culture in Japan.

-Photo１

Q. Why did you first come to Japan?

“When I was in middle school, my favorite English teacher taught me some Japanese. After that, I started to get into Japanese literature and manga, and I was really influenced by a Shuji Terayama play in high school. Japanese content started to become a part of my daily life, and I started to get curious about the country itself. I wanted to see the place where all of these amazing things were created with my own eyes. Now I’ve been in Japan for almost ten years!”

-Photo２

Q. When you first arrived in Japan, what surprised you?

“I thought that people who dressed really eccentrically would be difficult to 

approach. I had no idea what kinds of lives they led, and I was nervous about 

talking to them. After coming to Japan, I realized how nice they were! 

They work so hard, I was incredibly impressed!”

Q. What do you think about Kawaii culture in Japan?

Kawaiiといえば、日本の音楽はすごくカワイイと思います！パフォーマンスの現場、制作スタンスを問わず、音楽そのものに対する熱い思いが伝わってきます。音楽は人生にどう向き合うかを教えてくれると言っても良いと思います。そのくらい、日本の音楽には影響を受けました。

-Photo３

Q. How did your encounter with Kawaii culture in Japan change you?

“My first real exposure to Kawaii culture was in middle school. I bought a ton of Japanese magazines like KERA and Gothic&Lolita Bible, and reading those made me realize that I could be who I wanted to be and dress how I wanted to dress. I could express myself as much as I wanted to. Kawaii is something you define yourself.” 

-Photo 4

Q.In Japan, what are you interested in right now? Where do you want to visit in the future?

“A friend and coworker of mine in the art world recently told me that Toyama is the “Venice of Japan,” and that it’s totally different when compared to any other Japanese city. I’d like to visit, so I can see a totally unique side of Japan!”

-Photo 5

Q.Do you have anything to say to our readers who want to visit Japan in the future?

“Trust your instincts and go find your own version of Kawaii!”

PROFILE　

Seidenba Saku

Born in Beijing, Seidenba Saku is the vocalist and art director of DiAN, a three-member music group with sound producer A-bee and composer immi. She is also a writer, designer, director, and graphic artist, having worked with a number of companies in the past. Based in both Beijing and Tokyo, she continues to attract attention from audiences and industries around the world.

“Kawaii is marshmallow-flavored medicine for the soul.”

Moshi Moshi Nippon is dedicated to sharing Japanese pop culture with audiences around the world, and today, we’re featuring a foreign influencer living and working in Japan! This time, we interviewed Etsuna, a popular influencer from China, discussing how Yume Kawaii fashion brings her comfort and the many types of ‘kawaii’ she’s found during her time in Japan. 

Q. What brought you to Japan?

“After graduating with a major in animation, I was working at a university in Shanghai as a teacher, but I decided to enroll in Tama Art University’s graduate program to study for my master’s degree. That’s when I came to Japan, and I’ve been here for 15 years!”

Q. When you first came to Japan, what surprised you? Was anything different than what you had imagined? 

“Everyone wore such bold makeup, and that really surprised me! When I first came to Japan 15 years ago, I think the gyaru trend was still big, and a lot of girls had that strong Harajuku style and big personalities. Heavy eye makeup and blush was the big thing. I thought everyone was getting ready to film for a TV show.” 

Q. What do you think of when you heard the word ‘kawaii’ in Japan?

“MOSHI MOSHI ROOMS, character cafes, and Yume Kawaii fashion…they are all so unique and so adorable! Those things are what I think of when I hear the word ‘kawaii.’”

Q. Did finding Japanese kawaii culture change you in any way?

“Before I experienced kawaii culture, I was a teacher, so I wore a lot of black, white, and gray every day. But after encountering kawaii style for the first time, I started experimenting with different kawaii subcultures, like the Mori Girl trend back in the mid-2000s. Eventually, I fell in love with Yume Kawaii (Dreamy Kawaii) fashion, which is filled with pastels and a fantasy-like aesthetic. I’ve been dressing in that particular style for about ten years now. To me, kawaii is like marshmallow-flavored medicine for the soul. It’s very healing.” 

Q. When it comes to Japan, what interests you now? Where would you like to visit in the future?

“Today, it feels like Japanese fashion is becoming more and more simple, and the Harajuku kawaii trend is starting to disappear. Is that because people don’t like standing out in that over-the-top way? Do they feel embarrassed if they dress differently than most people? I’ve met a lot of people who love Yume Kawaii fashion, but they might not have the courage to wear it themselves. That’s why I’m currently researching how to bring Yume Kawaii to AR. If I can bring it to the virtual world in a way that blends with the real world, I can create a brand-new experience for everyone. Using mobile AR technology, people will be able to transform their everyday clothes into something with more Yume Kawaii style!”

Etsuna’s Original Yume Kawaii AR Filter

Q. Please give a few words to those living abroad who are interested in visiting Japan!

If you really want to experience Japanese kawaii culture, stay at MOSHI MOSHI ROOMS in Harajuku! There are so many fashionable people in Tokyo too, and if you hang out near Harajuku Laforet on the weekend, you’ll see people taking plenty of pictures. Come have a special trip to Japan and surround yourself with all things kawaii! Have fun!”