MTV81 FEATURE: MOSHI MOSHI NIPPON FESTIVAL Report

MTV81 FEATURE: MOSHI MOSHI NIPPON FESTIVAL 2014 Opens the Door to Japan’s Pop Culture World

By: Patrick Macias

Originally presented at MTV81

 

 

I’m sitting here in front of the keyboard thinking of words to describe the event known as the MOSHI MOSHI NIPPON FESTIVAL 2014. Massive, epic and humongous are the first three that come to mind. How else can one convey an indoor stadium filled with music, fashion, idols, models, cosplay, DJs and all manner of Japanese pop culture craziness capped off by a performance by Kyary Pamyu Pamyu?

 

With three different programming tracks on three different stages (not to mention a booth area and outdoor food festival), running from noon until nearly 9:00pm, it was physically impossible to see all there was on display at MOSHI MOSHI NIPPON FESTIVAL 2014. Scampering for a good vantage spot to take in the view, I mainly camped out in the main area in front of the massive stage, lit by a glowing tori arch that doubled as a projection screen.

 

 

Some background before we get into event highlights: MOSHI MOSHI NIPPON FESTIVAL 2014 represents the ASOBISYSTEM talent agency’s latest large scale show-of-shows, and something of an evolution after 2013’s similar KAWAii!! MATSURi event. While last year’s event spun out of ASOBISYSTEM’s deep roots in the Harajuku fashion scene, MOSHI MOSHI NIPPON is part of a larger project (which includes a TV show and website) that is positioned as a more general “Japanese pop culture” presentation – one targeting international J-fans.

 

While Japanese citizens had to pay for entry at MOSHI MOSHI NIPPON, non-Japanese natives got free admission and even coupons for free food to boot. While such moves might be considered controversial in some circles, from my vantage point, I could quickly see the benefit.

 

 

Many foreigners in Japan, even if they were curious about such things, might never ever attend an idol concert, a fashion show, or get to see big name acts like May’n or Kyary Pamyu Pamyu live on stage. Without language skills, or the ability to navigate elaborate ticketing systems, it’s easy to feel like Japan has a “closed door” policy on its pop culture events. But MOSHI MOSHI NIPPON FESTIVAL 2014 broke down those barriers and saw fit to give away that most precious of commodities – access.

As such, it was a pretty amazing sight to see people experiencing – and enjoying – the unique sights and sounds of MOSHI MOSHI NIPPON FESTIVAL 2014 for the first time: smiles were out in force as idol group DEMPAGUMI.inc rushed the main stage, their hyper Akiba-kei music blasting from a mammoth sound system. Newbies to the scene began to gather around, and got their cameras out, for the glowstick twirling dancing “wota-gei” fans that came out in force for DEMPA, along with other idol acts such as SUPER☆GiRLS, that day.

Alternating between musical acts on the main stage were fashion shows curated by magazines like Zipper and CHOKiCHOKi featuring a long list of models including the likes of Ayumi Seto, Saki Shibata and Shiho Takeuchi, along with a selection of foreign models who reflected the international flavor of the show’s attendees.

 

 

Spotting trends is never an easy trick in Japan’s youth fashion scene, but a decidedly preppy flavor was in the air courtesy of plenty of plaid skirts and varsity jackets on display. Fundamentalist gothic lolita style got its very own spotlight via a fashion show put on by KERA magazine in association with the Innocent World brand, which lit up the stage in ornate stained glass eye-candy.

 

Meanwhile, over at the smaller (but no less eventful) Nippon Stage, a host of up-and-coming talents mingled with more established acts. I snuck away from the main stage area for a bit to enjoy sets from the likes of Una (twerk-ready dance pop), Yun*chi (electro tunes with a Vocaloid twist), GALETTe* (idol music perfect for glowstick twirlers) and U.K.-rock J-pop mashup band Neko Punch.

[Left] Neko Punch / [Right] Una

Despite the massive timescale, at around 6:30pm the energy began to heat up in anticipation of the last leg of the festival. The LIVE DAM KARAOKE segment brought out a host of international amateur singers, including those from the France and the U.K. as well as Japan, who belted out their signature tunes for prizes. After one more fashion show, this time featuring anime-inspired cosplay outfits from ACOS – which included costumes from the likes of “Yowapeda” and “Madoka Magica” – then the stage dimmed for the headliner…

 

Kyary Pamyu Pamyu and her troupe of backup dancers commanded the stage for a fiery half-hour session, her Yasutaka Nakata-penned hits like “Fashion Monster” and “PONPONPON” sounding incredible when played at pulverizing arena-ready levels of sound.

 

 

Finally, it was time for the grand finale as practically every model, musician, MC and act participating at MOSHI MOSHI NIPPON FESTIVAL paraded down the catwalk one more time for a massive photo op.

 

As the event wrapped up, and the assembled international crowd made for the exits, I began to wonder: what could happen when these different cultures start to mingle in the same place and get up close and personal?

 

The answer: anything.