Melting the coldest of hearts and turning the most rigid of spines to jelly, certain voices can have an almost magical effect on us. This effect has been dubbed “koe moe” (vocal charm) in Japan and, according to a recent study carried out by Trend Soken, Japanese apps with that “moe” voice are seducing smartphone users in droves. The report, published at the end of February, included a survey of 500 young male and female smartphone users. A whopping 82 percent of respondents said they had downloaded apps that have an enjoyable vocal element.
To satisfy the predilections of this growing market, some developers have been recruiting the talents of seiyu (voice actors) who have established a name for themselves in the anime industry. Seiyu have proved to be big draws for the game industry, so it’s no surprise that there is a big buzz around “Girlfriend,” a smartphone dating game in beta testing that employs the talents of more than 60 seiyu, including Yui Horie, Hitomi Harada and Haruka Tomatsu.
Moe koe apps are not limited to games. “Rodoku Shojo” (Young Girl Reading Aloud) has, according to Japan Internet, been a massive hit, with downloads hitting the one million mark this month. The concept is simple: a young animated girl in a school uniform reads a book of your choice in a sugary voice. Check out the video above to get an idea. The app “Dentaku Girl” (Calculator Girl) a friendly face and voice on your calculator. It’s possible to get Dentaku Girl to change her outfits as she reads out calculations to you from your screen background. In this way koe moe adds a personal touch to smartphone apps, increasing their user appeal.
About 66 per cent of respondents said that they preferred a certain kind of voice in a member of the opposite sex. Preferences were revealed to be highly personal: While a high-pitched girly tone can grate on one person’s nerves like a fork down a blackboard, it could just as easily make a grown-up businessman weak at the knees. One 29-year-old guy described his preference as “a little nasal and cute.” Another 36-year-old guy admitted a weakness for a “low and calm, charming voice.” A 19-year-old woman said she was into “a deep calm voice that makes you feel tenderly protected.” While a 25-year-old woman stated a liking for “a husky voice that sounds a little decayed.”