Koakuma (for Theraputic Online Research Time)

Photo from An Eternal Thought in the Mind of Godzilla.

I think some therapeutic Internet research is in order. I’m obviously obsessed with Japanese trends and subculture, so I was really interested when I started to read about a subgroup that I hadn’t previously heard about: Koakuma. The name started popping up in various Japan blogs I read, so I am now determined decided to learn more!

Trends in Japan explains that Koakuma translates to english as "little devil." The movement is lead by the magazine Koakuma Ageha, which runs the subtitle: "Seduction and Desire Book for Beautiful Gals Who Want to Become Cuter." Their look certainly is cute, and is characterized by curly hair, frilly dresses, super-decorated cell phones, and designer labels.

Trends in Japan says the Koakuma look is alternately known as Hime-kei, but according to MEKAS, Koakuma are a spinoff of Ganguro, the somewhat rebellious subculture of sexy (and often tan) Japanese girls that emerged in the early nineties. Unlike Ganguro, Koakuma have fair skin and less of an “I don’t care” attitude toward men. Interestingly, they’re not just a fashion subculture, but also part of a professional subculture of hostesses.

While MEKAS describes Koakuma as lower middle class women with little education that become hostesses because they have do not have many other options, an interview on An Eternal Thought In The Mind of Godzilla, was much more blunt. When speaking about Koakuma Ageha, "J" (the interviewee) suggests that in truth, “is full of nothing but slutty girls and sex workers.” Youch!

If Koakuma really are largely comprised of hostesses, they sure don't fit the American stereotype for "slutty girls." If anything, they resemble Disney Princesses, and there seems to be a general consensus that Koakuma share a sort of fantasy princess mentality; hoping that they will meet the perfect guy and live happliy ever after.

It's such a fascinating mixture of innocence and loss thereof. I am also quite struck with the various products riding the Koakuma wave, such as a cell phone service that sexes up your look, and arorably wrapped sweets. Obviously there's some hefty interest in this subculture if there are already spinoff products, yah? I wonder how it will evolve over time.

Well, whatever. I feel lovely now. Though I think it's time to pass out and sleep off the jetlag. Errrghh...