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Aug 03, 2023 By Andy Von Pip Photography by CHAI

Japanese pop four-piece, CHAI, have announced the release of their new single/video, “NEO KAWAII, K?,” from their forthcoming self-titled album out September 22nd on Sub Pop. The band consists of twin sisters Mana and Kana (guitar), Yuna (drums), and Yuuki (bassist, lyricist) have espoused a philosophy they call Neo Kawaii, in reference to the Japanese word for cute, a label typically bestowed upon women who maintain societally prescribed beauty standards.

As young women, CHAI felt that any deviation from what culture considered kawaii was discouraged, and so Neo Kawaii emerged as a rallying cry against those oppressive standards. “Neo Kawaii is about reclaiming self-esteem,” MANA says. On the ESG-inspired single “NEO KAWAII, K?” MANA sings: “This is just my body, not a trendy body/ Gonna be loved, baby!/ Just as I am.”

Of “NEO KAWAII, K?,” Mana continues: “Everyone is NEO KAWAII! This is CHAI’s answer, this is a fact in this world! We can finally say what it really means to us♡ Everyone’s a bit weird. Everyone’s different. Everyone’s awkward, almost to a point that it’s hard to relate. But that’s what’s interesting! That’s what makes it beautiful. To everyone who’s pushed around by these notions, we want to tell you this! We, and all of our lives, are NEO KAWAII! NEO KAWAII is not just plain KAWAII (cute)- it’s cool, it’s strong, it’s kind, it’s warm! Don’t get it mixed up♡ Hey! NEO KAWAII people! NEO KAWAII needs no preparation. We just want to say that you’re NEO KAWAII too, K? ♡?”

CHAI previously shared another song off of their upcoming album, “We the Female!” This song was featured on our Songs of the Week.

The band’s last album, WINK, came out in 2021 via Sub Pop. It was featured on our Top 100 Albums of 2021 list. Readour 2021 interview with CHAI about WINK.

In 2022, the band shared the singles “Surprise” and “My Dream.” They also collaborated with Superorganism on “Hero Journey.”


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