CHAI - Donuts Mind If I Do - Official Music Video

What this video is

Released October 2, 2020, this video doubles as a cultural landmark: it marks CHAI's debut on Sub Pop Records, the iconic Seattle indie label, representing a significant moment in Japanese indie-pop's international crossover. Released amid the COVID-19 pandemic, the video's pastoral serenity and emphasis on enduring joy and friendship carries particular resonance. CHAI's 'neo-kawaii' philosophy — reclaiming and…

Why it matters

Represents a pivotal stylistic evolution for CHAI, trading the guitar-driven punkish energy of their 2019 album PUNK for a laidback synth-pop and soft R&B palette. The video's unhurried, pastoral visual language perfectly mirrors this sonic shift. As CHAI's Sub Pop debut single, it served as a…

The director

Tokyo-based film director and editor; described as a frequent collaborator of Japanese quartet CHAI. Directed and edited the 'Donuts Mind If I Do' official music video (2020). Credited across multiple production roles including director and editor on this…