CHAI present the new single "NEO KAWAII, K?"

Since the band’s inception in 2011, CHAI have espoused a philosophy they call Neo Kawaii, in reference to the Japanese word for cute, a label typically bestowed upon women who maintain societally prescribed beauty standards. As young women, CHAI felt that any deviation from what culture considered kawaii was discouraged, and so Neo Kawaii emerged as a rallying cry against those oppressive standards.

Of the new single, Mana says: “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. To everyone who’s pushed around by these notions, we want to tell you this! We, and all of our lives, are NEO KAWAII! NEO KAWAII is not just plain KAWAII (cute)- it’s cool, it’s strong, it’s kind, it’s warm!