´¡°µþ48¡¯²õ? 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 ¨C just behind the United States.
Cuteness sells in Japan, especially if it¡¯s well-marketed. Which is why ´¡°µþ48¡¯²õ 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.
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