Ahead of their forthcoming self-titled album, CHAI have shared a new track called “NEO KAWAII, K?,” following the project’s previously released singles, “We The Female!” and “PARA PARA.” The Japanese girl group’s concept has always been centered around the concept of “neo-kawaii” (or new cute), so the track’s Barbie-ready official video stays true to their brand. The four members sport pink wigs and suits as they dance around an empty room. Watch it below.
“Everyone is NEO KAWAII,” member MANA shared in a press statement. “This is CHAI’s answer. This is a fact in this world! We can finally say what it really means to us♡ Everyone’s a bit weird. Everyone’s different. Everyone’s awkward, almost to a point that it’s hard to relate. But that’s what’s interesting! That’s what makes it beautiful. To everyone who’s pushed around by these notions, we want to tell you this! We, and all of our lives, are NEO KAWAII! NEO KAWAII is not just plain KAWAII (cute)- it’s cool, it’s strong, it’s kind, it’s warm! Don’t get it mixed up♡ Hey! NEO KAWAII people! NEO KAWAII needs no preparation. We just want to say that you’re NEO KAWAII too, K? ♡?”
Watch the video for “NEO KAWAII, K?” and listen to the song on your preferred digital streaming platform below.