Erokawa, or erotic-cute, is a combination of sexually suggestive and cute styles. It’s a trend that originated in Japan and has been adopted by Gyaru culture throughout the country. The trend is most well-known with Koda Kumi, who is well known for her erokawa-inspired fashion. but she wasn’t alone in the trend. This trend came about as a cross between kawaii and ero-kakkoii. Celebrities such as Amuro Namie have also been associated with this trend. Nowadays you can find countless Gyaru wearing elements unique to this trend, though most certainly not as often as you’d have seen them in Heisei.
Erokawa has often been seen as a way to get boys’ attention, but it’s truly one of the biggest misconceptions that exists in Japanese society, as it’s primarily been used by girls who enjoy the trend themselves, whether for a confidence boost or just due to liking the elements that make a style look erokawa.
As mentioned, Koda Kumi and Namie Amuro are seen as pioneers for this trend, but outside of pop culture’s influence, it was a trend initiated by and for some contemporary young Japanese women who identify with sexier styles. In fact, if you look up erokawa on Google, most of the results you’ll get are NSFW in both the AV and Gravure departments. Regardless, Gals have been known to use the term “ero” as a synonym for “kawaii” (cute) when the style has an edge (versus the typical soft kawaii we’re most exposed to), often dressing in an adult manner that is considered to be provocative.
Erokawa was a contradiction to traditional Japanese gender roles that valued submissiveness in women. According to a study from East Asian Journal of Popular Culture (2016), all the participants held strong egalitarian values about gender equality, believing it should be normal for both men and women to share household responsibilities equally. Despite this, In Japan, many men have been uncomfortable with the idea of their girlfriends or wives wearing such revealing clothing.
It’s important to note that Erokawa is not just a fashion trend or an aesthetic. It’s most importantly about women feeling empowered and sexy, which was, and in a way, continues to be a big step for Japanese society. Erokawa is one of those trends that still have a strong influence on Japanese pop culture today- especially in the fashion industry. The term “ero-kawaii” has become so common that it’s even used outside Japan as well.
To further elaborate on man’s discomfort on women adopting this trend in Japanese society… Erokawa has created an uncomfortable feeling amongst Japanese men who have a hard time accepting this new type of woman. These men feel threatened by ero-kawaii women because their presence represents more than just a change in fashion trends; it also symbolizes how quickly social norms are changing within Japan. When talking about Gyaru specifically, this can be attributed to the fact that most gyaru wear skirts that stop just above their knees (in contrast with traditional Japanese clothing which generally covers the ankles). It also shows off their legs which are usually adorned with heavy make-up and high heels.
It’s important to note with Erokawa that the term “ero” does not necessarily mean sexualization or sexuality. The word ero means “eroticism,” but it can also describe things like “cute” or “pretty.” So when I say Gyaru has a lot of ero in it, I don’t necessarily mean they’re being objectified or anything like that—it’s just an element of their fashion. In fact, if you’ve been reading me for a while, you’ll know that some of the more extreme styles were a rebellation against the sexualization going on at the time, leading to OG Gyaru styles such as Ganguro, Manba, and Yamanba.
Erokawa is a natural evolution of Gyaru, with styles such as Ganguro, Tsuyome, Agejou and even AneGal. This style is characterized by several things: tanned skin (Ganguro), blonde or colorful hair (Tsuyome), plump lips (Agejo) and large breasts (AneGal but also applicable to Agejo).
Other characteristics that make up Erokawa are: