The Unhealthy Culture of Influencers in Japan: Between Fascination and Controversy

Virtual Influencers: When Reality is Supplanted by AI

One of the striking phenomena in Japan is the rise of virtual influencers. Take IMA, for example, an influencer entirely created by artificial intelligence, who is enjoying resounding success on TikTok. IMA collaborates with international celebrities, like her recent partnership with American rapper Lil Nas X to promote luxury brand Coach bags. This success is even more striking as nothing about IMA is real: neither her voice, texture, nor videos.

The evolution of these virtual characters is impressive and raises questions about the future of this type of content. With technological advancements, particularly with tools like Apple Vision Pro, it is conceivable that IMA could develop a real personality and users could interact with her in even more realistic ways, perhaps even creating videos together. This future, which could materialize within three to five years, is as fascinating as it is unsettling.

Ambiguous Content: Between Trends and Perversities

Japanese influencers also produce content that, while popular, raises ethical controversies. A prime example is VTubers like Shigure Ui, who produce music clips with ambiguous connotations. One of her clips, although seemingly criticizing lolicons (adults attracted to young prepubescent girls), actually appears to implicitly flatter them, creating a form of guilty pleasure for these viewers. This ambiguity prompts reflection on the normalization of morally questionable behaviors.

Furthermore, sibling YouTubers in Japan exploit dubious relationships to create sensational content, and some major YouTubers make videos where they lift the skirts of high school girls, a behavior that would be unthinkable in France.

The Influence of Hostesses and Night Practices

Another fascinating aspect of Japanese influencer culture is the normalization of the “wind business” (a metaphorical term for adult entertainment activities). YouTubers like Todolo Kieng share juicy anecdotes about their work in hostess bars, discussing taboo subjects with disconcerting frankness.

These videos reveal a society where taboos are much less present than in France, allowing for more liberated speech. For example, Todolo Kieng openly talks about her breast augmentation, a topic treated with much more reserve on YouTube France, where personal testimonies are rare and comments often malicious.

The Example of Weather News and Public Apologies

However, this tolerance is not universal. Japanese influencers can also face virulent reactions. This is the case of Hiama Saya, a weather presenter who became extremely popular thanks to her cute and slightly clumsy persona. When she appeared in a relationship with tennis player Kei Nishikori, she faced a torrent of online harassment from her male fans, nicknamed “jacha danshi” (fragile men), who saw this relationship as a betrayal.

The economic impact of such scandals is significant. Weather News saw its stock drop by 25% after the announcement of the couple, revealing the considerable influence fans have on media companies.

Conclusion: A Culture in Transition

The unhealthy culture of Japanese influencers highlights deep cultural differences between Japan and the West. Practices and content that seem normal in Japan can appear perverse elsewhere, and vice versa. This duality underscores the complexity of a society in perpetual evolution, where the line between normality and perversity is constantly being redefined.

In conclusion, the world of influencers in Japan is a mirror of the country’s societal trends and cultural shifts, offering a fascinating but sometimes troubling glimpse into what the future of content creation might become on a global scale.