Offering non-Japanese people free entry to Moshi Moshi Nippon was a risky move on the part of Asobisystem, but it seemed to have paid off.
Nearly 15,000 punters showed up for the Sept. 28 event at Tokyo Metropolitan Gymnasium, and organizers say that 7,000 of them were non-Japanese.
Speaking to some attendees, the main draw was a chance to see Kyary Pamyu Pamyu, the Asobisystem management company’s star act, for free. She played a lineup of hits: “Fashion Monster,” “Ninja Re Bang Bang” and, of course, “Ponponpon.”
Likely motivated from Kyary’s overseas notability, the Moshi Moshi Nippon has sought to draw in like-minded fans of Harajuku’s kawaii brand of culture. This has included TV shows, websites and events in France, England and the United States.
A long line of non-Japanese, including teenagers and 30-somethings, wound its way outside the site and reception was pretty smooth. Translators, marked with their job description in green font emblazoned on black T-shirts, wandered around the venue in case of questions. Moshi Moshi Nippon looked less like a music festival and more of an Asobisystem showcase.
A viewing area was roped off near the front of the stage and labeled “foreigners only,” which caused some people on social media to wonder if the special treatment would ostracize them from Japanese fans. They needn’t have bothered, though, because the non-Japanese attendees seemed to be more interested in the antics of the Japanese fans than what was on stage.
Hard-core idol fans were out in full force, with acts such as Silent Siren and Dempagumi.inc playing the main stage and other stages catering exclusively to up-and-coming idol acts. They performed otagei, specially rehearsed cheering dances, everywhere — even outside the venue at the DJ-centric Matsuri stage.
The smaller and busier Nippon Stage even offered non-Japanese and Japanese alike the chance to learn more about the idol subculture they likely only know via megastar groups such as AKB48. Nearly 30 new groups, such as drop, Camouflage and Cheeky Parade performed there and the audience was filled with dedicated fans.
Those fans were what really made the Nippon Stage entertaining. They screamed out lyrics during the performances, and dance moves looked as if they were influenced by martial arts at times — many non-Japanese stood in the back and watched with fascination. Not bad for a free ticket.