By Diana Lee
August 8, 2007
 UNIORB: ASIAN TREND: JAPAN |
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| Koda Kumi |
The latest wave of cultural
trend has finally reached the shores of Japan after it has swept the West for
years -- the "sex appeal" image. Although the Japanese don't want to abandon
completely their innovative cute culture, they have adopted the word 'ero-kakkoii' (erotic-cool)
for the western concept of "sexiness". In the Japanese society, when the
indecent connotation of 'ero' combined with the concept of
'kakkoii', the word conveys a more positive nuance of "sexiness" that
Japanese women find favorable, even adorable.
Koda Kumi, the popular
Japanese-pop singer personifies the word 'ero-kakkoii' as the latest idol
that exudes sensuality from head to foot. Like her Western counterpart, Madonna,
she seems to be in complete control of her sexual composure. In her own right,
she is an established singer and dancer winning some top music awards last year.
However, she is better known as a trendsetter with her erotic fashion,
artistically painted fingernails, and smug confidence.
Like her trend-setting
predecessors, Amuro Namie and Ayu Hamazaki, Koda Kumi has fired up the young
generation with her unique style of flaunting her body. Appearing everywhere
from billboards to TV commercials, Koda is the "hottest property" sought after
by Japanese marketers. Unlike her previous predecessors who have contributed
enormously in epitomizing the cute culture, Koda has essentially transformed the
cute image of "Lolita" (the childlike adult) into "Venus" (the sexual goddess).
One could even say that she single-handedly pushed Lolita to grow up - emerging
from a "sweet, innocent nymph" to a "mature seductive beauty". Despite the
Japanese perception of Koda as the 'erotic-cool' of the cute culture, her sexy
attire is no different from any Western celebrities or models in skimpy-clad
fashion appearing on the screen or magazine covers.
Worshipped as a role model
by young women, Koda's fashion style -- to expose more skin -- is fast becoming
mainstream in Japan. Young women are wearing highly revealing clothes -- from
bareback dresses and tube tops to low-rise hot pants and super-mini skirts. For
some to stay on the cutting edge of fashion, they seek out the transparent look
with the mise bura ("revealing bras") and mise pan ("revealing panties") in exclusive boutiques. The
bright colored bras are worn with plunging necklines and the G-string panties
are designed to show from underneath hip-hugging jeans. Even some young men are
now wearing deep-cut tank tops as a fashion statement.
Breaking away from the
traditional modest upbringing, a growing number of female celebrities -- young
and old -- have strutted in low-cut necklines showing off their cleavages in
public. These female stars and models have no qualms in talking about their
bosomy breast implants. It seems that the latest cultural message in fashion is
that "to look sexy is being hip and to cover one's body is being prudish."
Undoubtedly, the Japanese
have been gaining more confidence and pride in their physical appearances
largely due to easily accessible plastic surgery or noninvasive cosmetic surgery
and a plethora of beauty products in the market for both men and women. The
current trend of fashion has spread beyond clothes and accessories to include
the skin and body as well. The conscientious young like to play with their
external appearances by tanning, tattooing, manicuring, wearing accessories, or
dyeing their hair.
It's not surprising that in
a fast-paced trend society, the Japanese constantly need to search for novelty
from which inspiration is drawn and creative expansion is nurtured. The latest
'sexy' trend could be attributed to a combination of several
factors:
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The cute culture has already peaked in Japan even though it is rising in popularity throughout the rest of the world.
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The Japanese markets have been looking for something different to fascinate the fickle-minded domestic consumers after being immersed in the cute culture for several decades.
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The influence of the Internet, satellite communications and the mass media has played a major role in establishing a global trend. It seems that the "sex appeal" image has become a successful global selling tool.
In a male-oriented nation,
Japan is a society where the undertone of sexuality has always been highly
visible in its culture -- graphic sexual drawings in manga, pornographic
snapshots of women filled the pages of newspapers and magazines, red-light
districts crammed with bars featuring dancers and massage parlors, not to
mention the discreet sex tours catered to businessmen abroad. Some young women
seem to be flattered by the image of being desirable sex objects as they
willingly play out their fantasy roles in maid cafes and hostess roles in bars.
Thus, for the mainstream young generation to embrace eagerly the expression of
sexual freedom is not at all shocking.
Considering "sex appeal" is
the reigning global trend, Koda Kumi has exploited her sex appeal as she
successfully embarks Japan on a path away from traditional values. Predictabily,
the "sex appeal" cultural trend in Japan will be as big as a
tsunami.
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