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empowering women to define “cute” on their own terms.


empowering women to define “cute” on their own terms.

@chaiofficialjpn is a rock band made up of four members–Mana, Yuna, Yuuki and Kana– from Japan. We love to see these four young girls from a new generation using their creativity to stand up and push back against standards on femininity.

Together Chai coined the term neo kawaii, meaning new cute. They’ve turned it into the message behind all their music in an effort to change the definition and traits associated with the word cute.

From a creative standpoint, what do you give? What’s the message behind your creativity? MANA:To do whatever it is you want to do, regardless of regret or failure. To put an end to those “not sure about this” moments. To learn to love yourself! To feel the versatility behind the word “cute!” To become someone who can compliment themselves! I, too, want to become this type of person!

How did this all come about? What or who inspired you?YUNA:It all started with us having our own insecurities. We all complimented one another’s insecurities and realized that we were overthinking them. And it’s at that moment that I learned to look at my insecurities as my individuality! To be able to compliment one another is amazing and because we experience this, we thought what would be better than to share this same feeling through something we love- music!

What role does Instax play in your creative process? YUNA:Pictures help me review my best drumming moments, my drummer friends, my performance and the feelings I felt playing at that specific moment! The ability to capture a feeling is what instax does for me!

In your free time, what kind of photos do you like to take? What are the moments that bring you joy?KANA:Scenery I’ve never seen before, delicious food, shopping adventures, animals, and pictures of one another! I love going to places to just listen to my surroundings, you can capture the sound in a given moment too!

If you could give anyone anything what would it be? YUUKI:I would give hugs to everyone. From those who are happy to those who may be feeling a little down. I think I’ll actually be the one feeling better.

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