Chai Is Redefining What It Means To Be Kawaii:
There is a tradition in Japanese culture where after people bathe in the hot springs, they’ll play a round of ping pong...while drinking a refreshing glass of fruit-flavored milk.
At the core of CHAI’s ethos is the concept of neo-kawaii, which stems off of the Japanese term kawaii, which directly translates to “cute” in English. In their latest album, WINK, the girl group dismantles and subverts the notions of cuteness that are deeply entrenched in Japanese social norms: norms that the band say facilitate unattainable ideals in young Japanese women.
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