During a recent appearance on a Japanese news show, model and television personality Yukipoyo revealed that she pretends to be a Gyaru, despite not actually identifying as one. This brings up the issue of "Business Gal" –– individuals who capitalize off of Gyaru culture without truly understanding or respecting its history and significance.
To preface this a little further and before I absolutely dig in to this… Yukipoyo also mentions living as a Gal since the third grade. However, as she also states in this news show, her definition of a Gal is that of someone who has a Gal Mind (which I’ve heavily covered in Gal Data). This is where the lines get blurred: Are you Gal if you only have a Gal Mind? Are you Gal if you look the part but don’t actually live your life as Gal? What makes one really Gal? For Yukipoyo, she probably is Gal in all her right, but not in the actual version of Gal that has such a long-winded history.
What sucks about the above is that it’s absolutely open to interpretation. You can think ‘Oh well if its the Gal Mind then I’m good! GAL IS MIND! 🫰🏼💕’ but something I’ve always made mention of is that what today is Gal Mind is far away from what the Gal Mind back then could even be.
To expand on that further, we know that ParaGals are the ones that had this mindset (aka the earliest version of Gal we’ll probably know about, before Kogals!)… They got their name off of that motto which was coined by JJ Magazine. What did it mean? They lived their life, had fun, were stylish…but most importantly THEY LIVED. ParaGal’s version of this was going out to clubs all the time with their Team er boyfriends, Ganguro’s was almost the same with a heavier focus on Para Para, Kogal’s was more influenced by shopping and the goal of becoming a Charisma for their favorite brand. For ibesas, it was putting on events, recruiting more people, and going out to different places––didn’t matter if it was Disney, the beach, skiing, or even a barbacue with friends near the river. Nagosas were almost the same with the exception of putting on events. Parasas were all about practicing Para Para routines together. When we remove the technical stuff and terminology, they lived their life and enjoyed their youth in their own way –– and this set them apart. I remember when I first started out in the overseas Gal community, a Gal veteran said a real Gal was someone that could dress in a potato sack and STILL look Gal; That’s something I’ve never forgotten and when you really think about it, rings true even now.
Anyway, let’s get on with it and break this whole thing down…
As a subculture, Gyaru fashion has always been about rebellion and pushing the boundaries of what is considered “normal” in Japanese society. It’s a way for young people to express themselves through their clothing, makeup, and accessories in a way that is often seen as provocative and unconventional. However, in recent years, Gyaru culture has been co-opted and commercialized, with individuals like Yukipoyo using it as a means to gain fame and fortune.
Yukipoyo, a popular Instagram influencer and television personality, has been criticized by many in the Gyaru community for her approach to the subculture. In a recent interview, she spoke about how she sees Gyaru culture as a way to become famous and make money, rather than as a genuine expression of personal style and identity. She even went so far as to call it a “shortcut” to fame.
This attitude is not only disrespectful to the Gyaru community, but it also perpetuates harmful stereotypes about the subculture. By treating Gyaru culture as a commodity to be bought and sold, individuals like Yukipoyo are erasing the true meaning and significance behind it.
At its core, Gyaru culture is about individualism and self-expression. It’s a way for young people to rebel against the strict social norms of Japanese society and carve out their own identities. However, the meaning of Gyaru culture goes beyond just clothing and appearance. It’s about a sense of community and belonging. Many Gyaru individuals find support and understanding from others within the subculture who share their experiences of feeling like outsiders in Japanese society.
This is why it’s so important to preserve the authenticity of Gyaru culture. When individuals like Yukipoyo use it as a means to gain fame and fortune, they strip away the true meaning behind it and turn it into nothing more than a commodity.
The commercialization of Gyaru culture is not a new phenomenon. In the early 2000s, fashion brands like Liz Lisa and Jesus Diamante capitalized off of the subculture’s popularity by producing clothing and accessories that catered to Gyaru fashion. However, these brands were still rooted in the community and often collaborated with Gyaru influencers in that day and models.
In recent years, however, the commercialization of Gyaru culture has taken a different turn. Instead of collaborating with the community, companies are now creating their own versions of Gyaru fashion without any regard for the subculture’s roots.
This is evident in the rise of “Business Gyaru” fashion, which is essentially a watered-down version of Gyaru fashion that is meant to be more “professional” and work-appropriate. While it may seem like a positive development at first glance, the reality is that it’s just another way for companies to profit off of the subculture without truly understanding or respecting it. And it’s not just the fashion, there are also businesses that are selling the “Gal Mind” to corporations.
