A cheer song from KOGYARU, based in Shibuya, to kogals all over the country. KOGYARU’s first full-scale dance song, “Kogal Anthem,” will have its music video and song released on September 1st.
HJ Co., Ltd. Press Release: September 1, 2025 KOGYARU, from Shibuya, delivers a cheer song to kogals across the country. KOGYARU’s first full-scale dance song, “Kogal Anthem,” will have its music video and song release on September 1st. ~ Also featured on TBS’s “SoreSuta”! Bridging cultural gaps and creating a society where children across the country can “be themselves” ~
https://prcdn.freetls.fastly.net/release_image/20107/124/20107-124-046a06c332f69a8bfce220da989480b0-2515×2500.jpg
https://prcdn.freetls.fastly.net/release_image/20107/124/20107-124-bf2c958a3a0066100a094b7216a01b51-1280×720.jpg https://m.youtube.com/watch?v=Uw_MkvamV-s ■ “Kogal Anthem” spreads the power to overcome cultural differences “Kogal Anthem” was planned with the hope that it would become KOGYARU’s masterpiece. Its purpose is not just to provide a place for people to enjoy music, but also to instill in children across the country “the power to foster
self-esteem and strongly accept themselves as they are.” It has long been recognized that children living in rural areas have fewer opportunities to be exposed to fashion and cultural trends than those in urban areas. However, many KOGYARU members are from rural areas, embodying the idea that having a gyaru mindset can make dreams come true. KOGYARU continues its activities with the aim of reaching a bigger stage, “From Japan to the World.” This song is a cheer song for all those with a “gyaru mindset.” It has not only been popular on social media; in August 2025, it was featured on a TBS news program, where a child who had experienced school refusal and loneliness recounted how he recovered after being encouraged by the message, “If you have a gyaru in your heart, you will become stronger.” In this way, we hope that this song will serve as a catalyst and a presence that will inspire children in rural areas to find the strength to bounce back and take on new challenges. ■”Reiwa Kogals” Featured on TBS Program The TBS program “Soresta” aired a special feature on Reiwa-era kogyaru. The segment delved into the modern-day resurgence of kogyaru culture, particularly the fact that it is centered around elementary school students. The segment covered KOGYARU’s activities and her enormous influence, with over 1,135,000 followers and over 11.5 billion video views. The program also delves deeply into the differences between kogals from the Heisei era and those from the Heisei era, the support they receive from parents who are part of the Heisei gal generation, and the diverse personalities of today’s kogals. In particular, KOGYARU member Riripi is introduced as a “princess gal,” and her life in her all-pink home and her
determination to stay true to herself are impressively portrayed. ▼Quote: TBS NEWS DIG Powered by JNN An unprecedented boom is rekindling!? Researching Reiwa’s Kogals: Elementary school students are at the center of the boom! Princess Gals and Ran Gals too! [Sore Star]｜TBS NEWS DIG https://youtu.be/Qe-JZ4l5DH8?si=KiORwdjfkyP1Bc_R ※110,000 views (as of 12:00 PM on September 1, 2025) 5 days after release ■Creating the future starting with elementary school students. Social Challenges Taken by Kogyaru Culture Increasing the number of children who are not afraid to express themselves and who can positively express their individuality will eventually invigorate Japanese society as a whole and lead to the power to create the future. Kogyaru culture is at the forefront of this movement. Through “Kogyaru Anthem,” we aim to spread a mindset of self-affirmation and challenge to the children of the next generation, transcending urban and rural areas and borders. ■From Shibuya to the world. A New Culture Born from Japan’s Declining Birthrate While the birthrate is declining and the population is aging, the Alpha Generation (born after 2010) accounts for a large proportion of the global population and is expected to become the center of next-generation culture. KOGYARU has established kogyaru culture throughout Japan from the perspective of regional revitalization, and is a global presence that can disseminate culture that reaches the Alpha Generation. It is precisely because of the declining birthrate that each individual can change society. This release was designed as the first step in connecting Japan with the rest of the world. ■An example of a solution that encourages children’s participation and self-expression Starting with “Kogal Anthem,” we will collaborate with companies and local communities to develop experiences that encourage children to express themselves and develop a sense of self-esteem. This is a song that only KOGYARU, with their extensive live performance experience, can create, and that fans can get excited about. • Kogyaru Fest held • A local event where children can take to the stage and express themselves through song and dance. The experience of performing gives them a sense of
accomplishment. • SNS dance challenge project • Anyone can participate in this video submission challenge. Having your own expression seen and receiving feedback can help you feel more self-affirming. • Local PR × Local Kogal Appearance Project • Local kogals appear in promotional videos introducing local tourist spots and culture. The pride they feel in representing their community leads to a sense of self-efficacy. • Workshop type program • A place where you can experience and create your own fashion, makeup, and dance, and then present your results. Experience the joy of self-expression. ■About “KOGYARU” “KOGYARU” was launched on April 1, 2023, as a medium featuring elementary school gals as its main models. Overseas, Japanese gals are written as “GYARU” and are widely recognized as a uniquely Japanese culture. If you search “#GYARU” on TikTok, you’ll find countless videos of people from all over the world imitating Japanese gyaru makeup, making it a popular piece of content with a total of 160 million views. The name of the media, “KOGYARU,” is a play on the word “GYARU,” a catchphrase from the 90s that combined “kogyaru” (a term referring to high school girls), and “kodomo gyaru” (elementary school girls). To date, they have released multiple original songs and performed live at theme parks and shopping malls. They have attracted a lot of attention from their peers as “elementary school girls who other elementary school students look up to for fashion and makeup.” Going forward, they plan to expand as a media outlet for elementary school gyaru, targeting not only Japan but also overseas, and work to further Japan’s “gyaru” culture. KOGYARU’s official Instagram https://www.instagram.com/kogyaru_official/ ■Company profile Company Name: HJ Corporation Representative: President and CEO Hayato Ikeda Head Office Location: CH Building 2F, 3F, 4F, 1-22-1 Shibuya, Shibuya-ku, Tokyo URL:https://hj-s.co.jp Year of establishment: February 2006 Capital: 523,924,000 yen Number of employees: 100 Business activities: Media, production, advertising agency, and event management Press Inquiries> HJ Corporation, Public Relations Department, Yoshitomi TEL: 03-6712-5946 E-mail:
yoshitomi@hj-s.co.jp For more information about this release Press release attachments