Guess who got her hands on a Japanese consumer report all about Ganguro? 🤠
Quick explanation – a consumer report is typically one that’s done on your person and relates to your credit history however this one is more about consumer culture which is defined as: a business term used to describe the effect of social status, societal values, and community activities on the overall purchase and consumption of goods and services in society. Anyway, this report is basically done to determine whether Ganguro can be consumption leaders (spoiler alert: LOL big nope)
Oh, and quick disclaimer: This report is from 1999, so it’s not like Ganguro have a great rep BUT there are some interesting bits and pieces to take in.
Per this consumer report, Ganguro are described as dark-skinned gals. This can be due to tanning or due to makeup foundation. A Ganguro is described as a “young woman who is striving to be black” (more specifically, going to a tanning salon to be heavily tan). [editor’s note: as we know by now, Japan loves to throw the word Black around as a generalization for: darker/edgier styles, hip hop culture, and tanning.] It’s also noted that Ganguro gals peak in summer in terms of number and blackness. In the fall, the number of Ganguro will decrease. This decrease is considered a “calmness” per this report, however they also note that the gals that claim to be Ganguro who wear this style more predominantly with bright colors and super heavy tans (again referred to as “in black”) are also recognized.
The demographic of the Ganguro gal is a high school girl (kogal); More specifically, High school girls aged 15 to 18 who live in Tokyo, Chiba, Saitama, and Kanagawa are in this demographic, and it seems that this style also reaches vocational school students and junior college students aged 19 to 20. Regionally, Ganguro has spread from the metropolitan area to local cities nationwide.
Ganguro typically were found hanging out on standard streets populated by youth such as Shibuya and Ikebukuro and would often walk down the street. It fits perfectly. Ganguro often liked to people watch – especially good-looking guys (ikemen, イケメン). When walking in Shibuya, Ganguro gals are always hanging out with about 2 to 4 other gals dressed in the same way. Their appearance tended to freak out other generations.
A favorite activity for Ganguro is also “Parapara”, which is a dance style; The Parapara boom has come and gone many times, but is said to have been revived again under the influence of TV programs for some time. Surprisingly, all the people in the whole country can dance the same dance with the same song; This is because their dance model is on video. When walking in cities such as Shibuya and Ikebukuro, several people are practicing in front of shop and show windows, and even when walking alone, their hands are paralyzed; You can often see the sights of Ganguro gals like this. The results of their Parapara practice will be demonstrated in the clubs they frequent, at clubs such as Shibuya Pylon.
Ganguro gals overwhelm adults, but their fashion is a major feature: Primary color clothing, short skirts, and pearl make-up. Analyzing magazines, their fashion is currently divided into four types:
Popteen’s November 1999 issue has a special feature called “‘No Money !!’ Everyone’s Saving Fashionable Life Book” which offers reasonable prices for a variety of items:
