CHAI - まるごと - ＂WHOLE＂ - Official Music Video

What this video is

Released January 12, 2022, 'まるごと' ('WHOLE') was written as the theme song for NHK's night drama 'Koisenutafutari,' which depicted aromantic-asexual (aro-ace) protagonists — a rare representation in mainstream Japanese broadcast television. The song's message of loving each other's differences 'entirely' (まるごと) directly mirrors that narrative. CHAI, a four-piece band formed around twin sisters Mana and Kana, had by…

Why it matters

Represents the mature phase of CHAI's 'NEO Kawaii' movement — moving from high-energy anti-beauty-norm punk-pop toward introspective, melodically nostalgic J-pop balladry. The video's aesthetic restraint (low saturation, warm tones, slow editing) marks a deliberate departure from the maximalist…

The director

Japanese film director and photographer. After working at production company DRAWING AND MANUAL, she became independent in 2021. Active across fashion, music, and advertising, with brand credits including JORDAN JAPAN, LOEWE, shu uemura, UNIQLO, and Amazon.…