Japan is witnessing the birth of another new tribe of young women, called "agejo," identifiable by their pale skin, large eyes and over-the-top hairdos.

They are now omnipresent on the streets, following in the footsteps of the once popular "kogyaru" — "ko" as in high school student plus the English word gal transliterated into Japanese — who were instantly recognizable by their deeply tanned faces.

Despite a recession in the magazine business, a monthly advising bar hostesses on hairstyles, makeup and fashion has been a hit since its inception about three years ago. Koakuma Ageha (Little Devil Swallowtail Butterfly), published by Inforest Co. in Tokyo, sells about 300,000 copies a month.