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J-pop gone rogue
B Magazine, Chanun Poomsawai, Published on 07/04/2019
» Anyone who's been to Japan (or spent a decent amount of time on the internet) would have probably come across T-shirts with puzzling or badly translated English. Perusing CHAI's pastel-hued website gives you a similar experience except that everything actually makes sense -- "We Are New Exciting Onna (female) Band From Japan! NEO KAWAII ! COMPLEX IS ART!," its meta description announces. A click and a quick scroll down also give you an overview on the group's "NEO KAWAII" ethos, which essentially goes against any notions of the classic kawaii ("You don't need to have big eyes or have skinny legs to be KAWAII! There should be many more types of KAWAII, and everyone is KAWAII in her own way … Our insecurities make us who we are. The insecurities become art. KAWAII is a never-ending journey!").
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