CHAI - チョコチップかもね⧸Maybe Chocolate Chips (feat. Ric Wilson) - Official Music Video

What this video is

Released February 24, 2021, as a lead single from CHAI's third album WINK (Sub Pop, May 21, 2021), 'Maybe Chocolate Chips' marks a significant cultural moment: a Japanese all-female indie quartet signing to the legendary Sub Pop label and leaning into R&B, neo-soul, and hip-hop influences while retaining their signature kawaii-punk playfulness. The track's self-love theme — bassist YUUKI reframing her moles as…

Why it matters

A landmark example of J-indie's global integration into Western alt-pop infrastructure: CHAI's Sub Pop debut bridges J-punk, lo-fi R&B, neo-soul, and indie hip-hop, with the collage animation video serving as a visual manifesto for kawaii surrealism meeting early-2020s body-positive lyricism.…

The director

Award-winning UK filmmaker — writer, director, and editor — based in Manchester, who grew up in York and studied filmmaking in Manchester. Known for short films including Charlie the Splendid, Walter & Goose, and The Wayward Son. Works across live-action and…