Don't Worry About What Others Think, Just Shout "Geoje, Yahoo"... The Return of Gyaru, the 90s Craze [Sunday Culture]

A Huge Craze in Japan from the 1990s to 2000s

A Subculture Encompassing Fashion and Lifestyle

Retro Boom Rekindles Trend in Both Korea and Japan

"Geoje, Yahoo~"

Recently, Japanese "gyaru" culture has been regaining attention, especially on social networking services (SNS). Minami, a Japanese member of the idol group Riseneu, became a hot topic by showcasing gyaru-style speech and fashion in the middle of Geoje Island. When a Korean member from Geoje commented, "If you walk around Geoje dressed like that, someone will say something," Minami immediately shouted, "Geoje, Yahoo~." This line, which perfectly demonstrates the attitude of Japanese gyaru, quickly spread across SNS and became a trending catchphrase.

Nowadays, gyaru culture is drawing renewed interest, with more people trying gyaru makeup or imitating gyaru fashion when traveling to Japan. In Korea, the most famous gyaru is probably "Gyarusan," a character from the KBS comedy show "Gag Concert." There are many types of gyaru, ranging from the "Gyarusan" style to idol-like gyaru. This week, let's take a closer look at Japanese gyaru culture.

Minami (right), a member of the idol group "Riseneu," is striking a pose that highlights the characteristics of gyaru in response to Woni's (left) words. Screenshot from the YouTube channel "Hello, This is Woni, Nice to Meet You."

The Gyaru Boom of the 1990s... A Craze Among Teens and People in Their Twenties

The term "gyaru" originally comes from the Japanese pronunciation of "girl." One of the iconic scenes of Japan during the bubble economy era in the 1980s was women wearing high heels and bodycon dresses, dancing in discos. These young women, symbols of the era, were called "Ikeike Gyaru" (イケイケギャル). In other words, it referred to women who enjoyed lavish spending and nightlife during the economic boom—what you might call "the cool older sisters."

After the collapse of the bubble economy, the form of gyaru culture we know today began to emerge in the 1990s, centered around Shibuya in Tokyo. Trends included blonde-dyed hair, heavy makeup, and altered school uniforms. The pioneer of this style was singer Namie Amuro, who sparked the "Amura" (アムラ) craze with her brown hair, tanned skin, miniskirts, and boots. Around the same time, "parapara dance," performed to the Eurobeat music popular then, also became a trend.

Cover of the October 2023 issue of the gyaru specialty magazine "egg," which was relaunched in the 2020s. A model is posing in the style of Kurogyaru, popular in the 1990s. egg.

From the late 1990s to the early 2000s, Shibuya109 in Tokyo became the holy ground of gyaru culture. The outfits worn by popular gyaru shop staff would sell out instantly, and gyaru-focused magazines like egg were must-reads. Instant photo booths (purikura) that exaggerated eye size and Tamagotchi also became national crazes through gyaru-driven consumption.

Especially in the late 1990s, "ganguro" gyaru, who darkened their faces, and even more extreme "yamanba" gyaru, who covered their eyes with white eyeliner, emerged, making gyaru culture a representative subculture among the youth. The image is similar to the "Gyarusan" character on the comedy show familiar to many Koreans. From this period, gyaru skin tone became increasingly darker, and their fashion more outlandish. However, a revolution within gyaru culture occurred with the arrival of the second gyaru icon after Namie Amuro—singer Ayumi Hamasaki—in the 2000s.

Cover of the June 2025 issue of the gyaru specialty magazine egg. The "shirogyaru" makeup style, which emphasizes white skin, stands out. egg.

Entering the 2000s, the massive popularity of the second gyaru icon, Ayumi Hamasaki, led to a new gyaru trend: "shirogyaru" (white gyaru), featuring pale skin and bleached blonde hair—a stark contrast to the previously tanned and dark-styled gyaru who favored long false eyelashes. From this point, gyaru culture became a massive consumer market. Clothing and accessories worn by gyaru magazine models would sell out instantly, and gyaru followers significantly boosted Ayumi Hamasaki's album sales. As of 2010, it was estimated that the gyaru-related market exceeded 900 billion yen (about 858.24 billion won).

Phrases such as "yahoo" and "choberiba" (超ベリバ, meaning "very bad") used by gyaru became known as "gyaru language," strengthening the sense of community among followers. Some Japanese linguists even categorize gyaru language as a kind of "Shibuya dialect."

Gyaru Culture Revived by Retro Trends... Anyone Can Be Gyaru

However, things changed in the 2010s. As K-pop and the Korean "ulzzang" makeup style made their way to Japan, natural looks gained popularity among young people, and traditional gyaru culture gradually lost its influence. Even the iconic gyaru magazine egg went on hiatus in 2014.

Recently, though, gyaru culture is making a comeback. This phenomenon is being observed not only in Korea but also in Japan. The retro craze for film cameras, old digital cameras, and loose socks—nostalgic for 1990s and early 2000s culture—has brought new attention to gyaru. Today, the gyaru style of the Reiwa era, which mixes Y2K fashion and Korean makeup, is sometimes referred to as "Reiwa gyaru."

A scene from the 'Gal Mind' training program conducted by the Gal Culture Organization CGO.com. It is described as a program that fosters a positive mindset and supports putting it into practice. CGO.com.

Most notably, in Japan, there is a movement to reinterpret gyaru as more than just a fashion trend—as a way of life. The "gyaru mindset" is defined by a strong sense of self, honesty, and positivity, pursuing your own style without worrying about others' opinions. Recently, a gyaru cultural group called "CGO.com" was established—a play on the term "CEO," replacing it with "gyaru." This group is dispatched to companies and local government meetings to drive organizational culture innovation. They advocate for "gyaru-style brainstorming," encouraging open idea-sharing in a horizontal structure.

In a way, the latest gyaru boom once again demonstrates the enduring power of subcultures. While makeup and fashion styles may have changed, the gyaru spirit of "sticking to my style without caring what others think" still survives. If things aren't going well for you these days, why not try doing the parapara dance for a change? I'll also say goodbye this week using the gyaru term for "bye-bye": Baibi (バイビ)!

This content was produced with the assistance of AI translation services.