CHAI - We The Female! - Official Music Video

What this video is

Released April 5, 2023, 'We The Female!' arrives as CHAI's first single of a banner year preceding their self-titled Sub Pop album. The video embodies CHAI's 'Neo Kawaii' philosophy — a rallying cry against Japanese society's prescriptive beauty and gender norms, active since the band's 2011 inception. The track celebrates gender fluidity, explicitly rejecting binary categorization. By wrapping this message in an…

Why it matters

A landmark single in the Neo Kawaii micro-genre CHAI pioneered, 'We The Female!' synthesizes Japanese indie pop, post-punk energy, and gender-fluid lyricism under a mainstream-accessible dance framework. It demonstrates how J-indie artists on Western indie imprints (Sub Pop) can deploy…

The director

Cezan Iseda (伊勢田世山) is a Japanese music video and commercial director. The 'We The Female!' video is among their documented works for Sub Pop Records artists. Production credits list Iseda directing with producer Nakamura Takuto and cinematographer Kim…