Last summer, teenage fashion blogger Kyary Pamyu Pamyu's popularity exploded with her debut single "PonPonPon". The tune and its colorful video went viral, even hitting well beyond Japanese shores.
While much of the fashion ideas in the "PonPonPon" or in Kyary (or rather, "Carrie" as she sometimes writes) were muted after going viral, the impact was undeniable. And the fashion blogger, who only a year earlier, was appearing in Grand Theft Auto viral vids, became a star. Her lippy snarl and grotesque cuteness were fresh and different. Whenever attractive people hit it big in Japan, they can count on calls from corporate sponsors. Pamyu Pamyu started appearing in an array of ads—from shampoo to pudding.