CHAI - ACTION - Official Music Video

What this video is

Released January 19, 2021, 'ACTION' emerged as the lead single from WINK, CHAI's Sub Pop debut, during the convergence of two historic crises: the global COVID-19 pandemic and the international Black Lives Matter movement. Bassist-lyricist YUUKI wrote the song in direct response to watching BLM protests unfold across America from Japan in June 2020, describing it as a dedication to 'the year of action.' The video's…

Why it matters

Represents a pivotal moment in the global visibility of Japanese indie-pop, bridging the 'neo kawaii' feminist movement with Western indie-rock audiences via Sub Pop. The video's one-take, self-directed aesthetic reflects broader pandemic-era democratization of music video production, while CHAI's…

The director

CHAI is a Japanese pop quartet formed in 2012 in Nagoya, consisting of identical twins MANA (lead vocals, keys) and KANA (guitar), drummer YUNA, and bassist-lyricist YUUKI. The band espouses a philosophy called Neo Kawaii, redefining cuteness as inclusive…