In the years since CHAI’s second album
PUNK, the cute aesthetic known as Kawaii in Japan – and fetishisation thereof – has gone from being a growing subculture to providing the cogs of the commercial mainstream across continents. While J- and K-pop superstar idol groups and so-termed cute-metal fusion bands like Babymetal and Ladybaby have tugged an interesting sonic sphere from pop’s occasional paralysis, it’s sickly sweet. The wide-eyed, hapless and submissive crumble they’ve built their cheesecake on has got to be eaten, think CHAI.
With their Sub Pop label debut, the Nagoya-by-Tokyo four-piece go evangelical. From their mostly Japanese-language disco-punk beginnings,