Chai Pink 823fc

With “Pink,” CHAI Redefines Kawaii

by BUST Magazine

(Burger Records)

CHAI is an electro-pop/rock quartet from Nagoya, Japan, that finds the concept of kawaii—the celebration of “loveable” or “cute” in Japanese popular culture—to be restrictive. They instead rep a more inclusive “neo-kawaii,” which celebrates uniqueness in non-conforming bodies and accepts them all as cute. They also use “N.E.O.” as their own acronym: “New Excite Onna-band” (onna meaning “woman”), and as the name of their giddy, frenzied pop single, which points out just how boring homogenized beauty is. (You won’t regret watching the video for this song.) Naming influences like Tom Tom Club and CSS, CHAI also experiments with disco, rapid-fire hip-hop, and easy ’80s funk across Pink’s 11 tracks, hitting topics like small breasts, bad-hair days, and a love affair with gyoza dumplings. (5/5)

By Emily Nokes
Pink was released October 25, 2017
This article originally appeared in the October/November 2018 print edition of BUST Magazine. Subscribe today!

More from BUST

PRIMA’s “Diva” Is A Fun, Feminist Anthem: BUST Premiere

Shonen Knife: Three Decades of Cute

7 Empowering K-Pop Songs You Gotta Jam To 

You may also like

Get the print magazine.

The best of BUST in your inbox!

Subscribe to Our Weekly Newsletter


About Us

Founded in 1993, BUST is the inclusive feminist lifestyle trailblazer offering a unique mix of humor, female-focused entertainment, uncensored personal stories, and candid reporting that tells the truth about women’s lives.

©2023 Street Media LLC.  All Right Reserved.