AKB48’s commercial success in Japan is often derided as a sign of the culture’s patriarchal infantilization of women, and the girl group’s inability to appeal to Western audiences a sign of Japan’s increasingly isolated ideas about femininity, sexuality and pop music. Put simply: outside of Japan, AKB48 will never be Psy.
But inside Japan, it’s a reliable moneymaker. Its most recent single, “We Won’t Fight” (Bokutachi wa Tatakawanai), topped the Oricon charts in June. The idol group is the no. 2 bestselling music act in the entire history of Japanese pop music in terms of singles sold. And Japan is the second-largest pop music market in the world – just behind the United States.
Cuteness sells in Japan, especially if it’s well-marketed. Which is why AKB48’s latest music video is puzzling. The ironically titled 12-minute epic, “We Won’t Fight,” was released this summer. In it, the kawaii (cute) girls are more Ronda Rousey than Sailor Moon.