Thursday, October 9, 2014
Newport International Runway Group Tokyo Fashion Review: Moshi Moshi Nippon at the Tokyo Metropolitan Gymnasium
Offering
non-Japanese people free entry to Moshi Moshi
Nippon was a risky move on the part of Asobisystem, but it seemed to have
paid off.
Nearly
15,000 punters showed up for the Sept. 28 event at Tokyo Metropolitan
Gymnasium, and organizers say that 7,000 of them were non-Japanese.
Speaking
to some attendees, the main draw was a chance to see Kyary Pamyu Pamyu, the
Asobisystem management company’s star act, for free. She played a lineup of
hits: “Fashion Monster,” “Ninja Re Bang Bang” and, of course, “Ponponpon.”
Likely
motivated from Kyary’s overseas notability, the Moshi Moshi Nippon has sought
to draw in like-minded fans of Harajuku’s kawaii brand of culture. This has
included TV shows, websites and events in France, England and the United
States.
A
long line of non-Japanese, including teenagers and 30-somethings, wound its way
outside the site and reception was pretty smooth. Translators, marked with
their job description in green font emblazoned on black T-shirts, wandered
around the venue in case of questions. Moshi Moshi Nippon looked less like a
music festival and more of an Asobisystem showcase.
A
viewing area was roped off near the front of the stage and labeled “foreigners
only,” which caused some people on social
media to wonder if the special treatment would ostracize them from Japanese
fans. They needn’t have bothered, though, because the non-Japanese attendees
seemed to be more interested in the antics of the Japanese fans than what was
on stage.
Hard-core
idol fans were out in full force, with acts such as Silent Siren and
Dempagumi.inc playing the main stage and other stages catering exclusively to
up-and-coming idol acts. They performed otagei, specially rehearsed cheering
dances, everywhere — even outside the venue at the DJ-centric Matsuri stage.
The
smaller and busier Nippon Stage even offered non-Japanese and Japanese alike
the chance to learn more about the idol subculture they likely only know via
megastar groups such as AKB48. Nearly 30 new groups, such as drop, Camouflage
and Cheeky Parade performed there and the audience was filled with dedicated
fans.
Those
fans were what really made the Nippon
Stage entertaining. They screamed out lyrics during the performances, and
dance moves looked as if they were influenced by martial arts at times — many
non-Japanese stood in the back and watched with fascination. Not bad for a free
ticket.
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