Jirai-kei and Ryōsangata fashion

Jirai-kei (地雷系; lit. "landmine style") and Ryōsangata (量産型; lit. "mass-produced type") are two related fashion trends that emerged within Japanese youth culture, gaining popularity in the late 2010s through to the 2020s.^[1][2] Both styles are commonly seen amongst young women in Japanese cities and have garnered attention through social media, idol fandom culture and street fashion.^[1][3][4] As they share certain connections in terms of visual elements and community engagement,^[5][6] they are often discussed together in Japanese media and cultural studies.^[1][3]

Jirai-kei derives from the Japanese internet slang "jirai onna". The term first appeared on anonymous Japanese online forums to describe people who appear gentle on the surface but exhibit emotionally unstable or unpredictable behaviour in romantic relationships.^[1][3][7][4] Over time, the term has come to be used to describe a fashion style characterised by specific visual features.^[3][7][4]

Ryōsangata was a term from the industrial sector meaning mass production.^[6][4] In contemporary Japan, it describes groups of people who follow mainstream trends and share similar styles. Within Japanese youth culture, ryōsangata wotaku ("mass-produced otaku girls") typically refers to female fans of male idol groups who wear similar styles of clothing at concerts or fan events.^[1] Although the two styles differ in cultural context and visual aesthetic, they are often discussed side by side due to the overlap in their target demographics and visual elements.^[1][6]

Jirai-kei fashion typically features colour combinations such as black, white and dusky pink. Clothing includes lace, ribbons, ruffles, and dresses or two-piece outfits with decorative details.^[1][4][6][7] Accessories include chokers, heart-shaped buckle belts, and decorative motifs such as crosses, hearts or safety pins. Footwear consists of chunky-heeled Mary Janes or chunky-heeled boots to create a more pronounced silhouette.^[5][4][6] Make-up plays a significant part in the Jirai-kei. Techniques include applying red or pink eyeshadow to the lower eyelids to create a puffy, tear-stained effect, paired with drooping eyeliner and large coloured contact lenses.^[1][8][7][2] Foundation is applied to create a pale complexion, enhancing the overall visual contrast. Amongst cultural symbols associated with the style, Kuromi from Sanrio is often regarded as one of the iconic figures representing the Jirai-kei aesthetic.^[5][7][4]

Ryōsangata fashion typically features soft, muted tones such as pink, beige and white.^[4][7] The style emphasises neatness and harmony, with combinations including tops and skirts adorned with bows, pearls or heart-shaped embellishments.^[1][6][4] This style projects an impression of sweetness and refinement; some critics have compared it to a simplified Lolita style or other Japanese shoujo styles.^[4] In terms of makeup, Ryōsangata style typically employs a natural look with pink undertones, incorporating glitter or sequins around the eyes to create a bright yet soft visual effect.^[1][6] Sanrio characters My Melody and Cinnamoroll frequently appear on Ryōsangata style-related clothing or accessories.^[7][4]

The emergence of the Jirai-kei and the Ryōsangata is linked to changes in Japanese internet culture and youth communities.^[4] The Jirai-kei style was first associated with nightlife districts such as Kabukichō in Shinjuku, Tokyo, but gained attention on online platforms.^[1][3] On social media platforms, these fashion styles have spread to a wider audience through photo-sharing, fashion bloggers and online communities. Many participants showcase their personal style by posting photos of their outfits and makeup looks^[1][3][4].

As the styles grew in popularity, some Japanese fashion brands and retailers launched clothing lines associated with them.^[6][7][4][8] Shopping centres catering to young people, such as Shibuya 109 in Tokyo, have also seen the emergence of clothing brands and products aimed at consumers with similar tastes.^[9][5]

Jirai-kei fashion has appeared in online fashion communities outside Japan. In China, the style has circulated primarily through social media platforms such as Xiaohongshu (Redbook) and Weibo.^[3] In Western countries, it has been adopted within alternative fashion scenes and has sometimes been compared with emo or e-girl aesthetics.^[5][7][6]

Lolita fashion has exerted an influence on the two styles where elements such as lace, bows and skirts are also quite common in these styles.^{[1][5][7][10]}

Some researchers have pointed out that the styles share similarities with early Gyaru culture in terms of group identity and urban fashion culture, such as a fashion identity tied to specific Urban areas.^[1][2][9]

Japan’s kawaii culture also plays a significant role in both styles, as seen in cartoon characters, soft colours and decorative elements.^[1][4][7][9]

Followers of Jirai-kei and Ryōsangata fashion are typically active on social media platforms,^[3][9] sharing photographs of their outfits, make-up and accessories.^[2] Some use specific online nicknames or hashtags to signal their stylistic identity and maintain community connections through interactions such as liking and commenting.^[9][8][11] The style also appears in manga, video games and internet culture with cited examples including the manga Tomorrow, I'll Be Someone's Girlfriend and the character designs in the video game Needy Streamer Overload.^[3]

• Lolita fashion
• Gyaru
• Harajuku
• kawaii