FEATURE: Kyary Pamyu Pamyu and the Curse of Harajuku Style
New interview with the Harajuku pop icon on life after 30 and feeling trapped by kawaii stardom
It’s hard to believe that it’s been over a decade since Kyary Pamyu Pamyu first burst onto the world stage with her viral music video smash, "PON PON PON" in 2011. Since then, Kyary traveled the globe as a live performer and Japanese pop culture ambassador, spreading the gospel of Harajuku fashion to millions of fans.
Now, in a new interview with Japan’s Oricon News that ran earlier this week, 30-year-old Kyary opens up (for the first time?) about the darker side of fame, including feeling trapped by her cute kawaii image. While this isn't exactly a scathing exposé, it is the most revealing interview with Kyary I've yet seen, one in which she refers to "the curse of Harajuku style" or 原宿系の呪い, which sounds a bit like a J-horror movie.
I've cherry-picked and translated the main quotes, but you can read the full interview here.
Oricon News: It has been 12 years since your debut as Kyary Pamyu Pamyu in 2011. Do you ever feel a disconnect between your evolving self and your public image?
Kyary Pamyu Pamyu: I think people still associate me with the image of "a girl wearing colorful clothes, big ribbons, and holding candies," but that was mainly during the first year or two. It's like, what is that? As I mentioned before, there are moments during live performances when I sense a gap, and some people still perceive me as "Fushigi-chan, an eccentric girl." It's fine to have an established image, but I want to continue expressing who I am in the present.
I still adore Harajuku style and KAWAII culture, but there were times when I felt trapped and defined by the Harajuku style curse and the cute image that came with my debut. I carried it excessively. However, during my downtime, I want to live as naturally as possible.
Nevertheless, Harajuku is where my second life began, and I always feel a desire to give back. Even during my world tour, I proudly announce, "I’m Kyary Pamyu Pamyu from Japan! Do you know Harajuku?" After all, I still spend a lot of time in Harajuku.
Was there a time when you despised being "Kyary Pamyu Pamyu"?
From the ages of 18 to around 21, I was constantly active, and my name suddenly gained immense popularity. People around me would say things like, "You're a celebrity" or "You're a star," and it was an experience that even I found hard to believe. I think that's because only the "tree" called "Kyary Pamyu Pamyu" was growing wildly, while the "tree" that represented my real name had withered. Only my parents referred to me by my real name. In those moments, I wondered, "Who truly loves me for who I am?"
One of the reasons I managed to overcome that situation was the launch of a new label called KRK LAB. It allowed me to pursue the things I wanted, such as starting a brand and creating perfume. Thanks to that, I believe I've found a balance in my endeavors.
Did things change when you turned 30?
People in their 30s are often referred to as "Level 3," but what has changed is my approach to work. I began considering the entire team and adopted a more earnest mindset. Additionally, for this world tour, we included new dancers from the younger generation because we wanted to pass on a remarkable experience to the next generation. It surprises me to think in that manner (laughs).
Your attitude toward your activities has shifted.
In the past, there were moments when I almost lost myself. As the "Kyary Pamyu Pamyu" project grew, people around me started saying things like, "Kyary wouldn't do that" or "It must be done this way." There were quite a few instances like that. Of course, the people around me had my best interests in mind, but I also have my own opinions and desires. I'm always striving to strike a balance in that regard.
Kyary’s ascent coincided with my second and third summers living in Japan, and it felt like she was everywhere for a few years. I sort of miss her. No solo artist has really taken that spot she occupied. Maybe no one can, with the way the landscape has changed.