Say what you will about Japanese pop band CHAI, but by all accounts, do not call them “kawaii.”
Typical cultural sensitivity reasons aside, the Nagoya-based group has gone out of their way since formation more than 10 years ago to instead assert themselves as what they call “neo kawaii” — a reimagining of the conventions of femininity and expression beyond “cuteness.”
In their latest album, CHAI, released in stateside via Sub Pop on September 22, the group uses this ethos as a rallying cry for radical self-acceptance. Placed over infectiously lush pop tracks, the album is a glimmer of hope in an increasingly beleaguered music scene.
Tracks like “We the Female!” are overt in their message — the line “Hello universe, we are mighty, yet feminine!” repeats throughout the single as a succinctly pointed thesis. Meanwhile, album closer “KARAOKE,” with its retro, techno-jazz-introduced intro, is a little more subtle; instead of boldly asserting that the group has something to say, they cleverly use the metaphor of the titular activity to allude to having a political voice behind the microphone.
CHAI vocalist MANA says that “Neo kawaii is about reclaiming self-esteem.” She goes on to elaborate, saying that “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.”
Sonically cohesive and patently optimistic, CHAI is yet another strong offering from a group whose cult-classic status, at least stateside, continues to be well-earned. The band plays Crystal Ballroom on October 8, but in the meantime you can bolster the old self-esteem with new-age girl power by streaming CHAI below.