[00:11] Japanese style of clothing. I am Mikoway - these are those pink-haired girls, for whom everything is pink and cloying. Well, basically, I've seen some like that. It's as if they had always other way around. Other colors, lace, ruffles, soft [00:26] toys. But if you look closely, when you say, there, I have a sister, you immediately imagine this pink-haired woman. Oh, the little girl, you understand, who is sitting in her room, who is also made [00:40] then you can notice the ambiguous symbolism. Bandages, syringes, pills, [music] broken hearts and blood. The theme of death and self-loathing directly [00:53] accompanies the sweet aesthetic, imbuing it with much deeper and more eerie meanings. It's not just a look, but a whole subculture connected to themes of mental state, loneliness and internal [music] pain. But let's start from the very [01:09] beginning, so to speak, from the very bottom of the iceberg. Wait, stop. So, this aesthetic has some kind of internal depression? It's not just bright colors for the sake of bright colors to highlight something that's super [01:22] bright and cute. Pikmukha. No, at the beginning of the two-year period in Japanese, it was Okay, wait. So, it turns out that the Pikmukhs are deep in spirit? They have an inner world. Guys, you are now revealing to me a part of the Internet that I have [01:37] never explored, just in case. The word less appeared in the 2CH forum, so that Well, pikmukh pilupok. So, [ __ ] Job, you're just a complete [ __ ]. I am your opinion. Even when I read it, I immediately felt sick. Let's stop vulgarizing [01:51] everything and everyone. Let's start with the fact that no one really wants to communicate with the Pikmukhs, because the Pikmukhs are a catch. This is literally the same bear trap that is in the forest and beckons you. Will you walk into the trap, [02:04] So, well, why the [ __ ] do we need it? What does the English expression mental health come from? That is, literally, a person speaks for himself already. I understand. And all this is already everything. He is a lost man. The [02:18] already everything. He is a lost man. The where people discussed depression, anxiety, and trauma, shared their experiences, and supported each other. And at first Mencher was almost a neutral word. [02:33] [music] That's what people called themselves. But over time, everything changed. And somewhere around the mid-2000s, the term went beyond this community and began to be used in other sections, but [02:47] to be used in other sections, but with mockery and even contempt, especially in relation to girls. And here it is very important to understand the Well, this is the default story. When something goes from a small community [03:00] to the masses, it begins to be widely condemned. Simply because it doesn’t resemble the norms that have been in front of you all this time. And then either this new thing gets boring and becomes a classic or something [03:14] condemned it become part of this community. It's literally the base of bases, so , well, frankly, there's nothing here that listen to this in order to develop, dolyob. We'll see this, we'll become [03:30] smarter and we'll realize that the Pikmukhs have a rich inner world. Are you stupid? [ __ ], [music] has long been associated with femininity. The female psyche is often described as more fragile and irrational, contrasting it with [03:45] male agra. Well, yeah, like this pi-pi-pi-pipi. I'm such a smartpipi, give mepi. This is [ __ ] annoying, I'm sick of it . Can I have at least one woman who will come out, [ __ ], and just [03:59] [ __ ] me in the ass with a huge pointer, [ __ ]? Oishi is demonstrative or delicate. Thus, Menkhera gradually became a gender symbol and now meant not just a person with mental problems, but a specific [04:15] image of an emotionally unstable girl. So it turns out, well, she's hysterical. Just a regular hysterical woman, right? dependent, anxious, prone to sudden mood swings and self-deprecation. And a hysterical woman who pretends to be a [04:31] victim. It has absorbed a lot of stereotypes. [music] on just like Menkher's picmukha, it ceased to be just a term and [04:45] turned into a whole set of images. And most often they are divided into three types. The first one is a sad girl, the kind you always feel sorry for and who plays pity. We know people like this, we know people like this. Nanazh number three. The Ayamirey case. [05:02] She is quiet, withdrawn, often feels lonely and different from everyone else. She hardly talks about her problems. Everything stays inside. And these are the same ones [05:14] who listen to Emma Core, this is September is Burning, Perkinesis is there and they school, my life will be like in an anime, [ __ ]. Or maybe the [05:26] Death Note will fall right now and I'll write down all my classmates and teachers. This is why self-exploration is shown here as a way to cope with pain. You're not looking out the window, but at your [ __ ] notebook and textbook. [05:40] Maybe learn something. not as an attempt to attract attention. It is important that this image largely coincides with the traditional Japanese idea of proper femininity: to be restrained, not to complain, to be patient. [05:57] So this is generally true, if anything, in relation to literally all Japanese. Well, this is a very important point, which is worth, as it were, enduring in relation to women. In many Japanese families, well, damn, it's pure [06:10] matriarchy, where men are literally, well, considered the norm, and giving all the money to their anything. Such a girl suffers, but does it Such a girl suffers, but does it silently. Examples. Rei Ayanami, quiet, [06:25] detached, overwhelmed by emotions. Homura Akemi suffers inside and does not show her feelings directly. So, this is the second type - this is a crazy woman. Here everything is much louder and more dangerous. [06:42] I will protect you Well, yes , it’s the Yandere girls there, I know all this. This is a girl who is obsessed with love. She can be jealous, write hundreds of messages, control and spy on her [06:56] Well, by the way, maybe I was lucky, but I have never [ __ ] up. Her emotions are sharp and extreme. And in this [07:08] image, self-discipline is often used [music] as an instrument. For example, to keep a person close or to make them feel guilty. It is interesting that this type is both frightening and attractive. On the [07:22] one hand, it's too abnormal, but on the other hand, there's romanticization, the idea of absolute painful love. Examples. [music] Yunogosai. Well, yes, yes, yes, well, I don’t know. This is a scary [07:36] person. Classic: obsession, violence. Katanoha kacera, a gradual slide into madness. And the third type, the most important for our topic, is the cute Menkhera. This is Pikmi. This is Pikmi. [07:52] These are the very same pikmuhi that I was talking about, dear friends. Pikmukhi, who are even among you. Let's say I go to some Discord server now, and there will 100% be some ghoul there with a [08:05] voice like this, and a girl will be purring next to him . But he doesn't even realize that she's using him. He will give her attention, gifts, money, calm her down, but for her everything will be completely [08:18] different and not with him. What's the most important thing, you know? In the end you'll shave. This is where the turning point comes. No longer hidden or used as a weapon. [music] It becomes part of the outer [08:33] [music] It becomes part of the outer image. She is literally covered in cuts, screws, tears, and pills. All this turns into an aesthetic element. It is from this image that grows what we call Yamikovai [music] [08:47] . Who am I? Examples. Menkherachan is literally a symbol of a subculture. And here we finally come to the style itself. Yamikawai literally translates to painfully cute. It is a combination of two [09:02] opposites. Ah, like, big eyes, that cute this from Madagascar. Yami, darkness, disease, kawaii, cute. And the whole essence of this style is precisely in this [09:15] contrast. But it is important to understand that this is not just a strange fashion for the sake of shock value. not just a strange fashion for the sake of shock value. Yamikowa grows directly out of the image of Mila Menkher. [music] I mean, I do n't know, I think, uh, the most [09:28] important thing about cuteness is big eyes. Because if you have big eyes, you look cute, she just says, look, look, I’m showing. Now even I you look into the camera like this, you open your eyes like this, you take your hands like this, that's it [09:42] you open your eyes like this, you take your hands like this, that's it super cute [ __ ]. Super cute [ __ ]. Dear friends, every person wants to [09:54] stroke himself. Take my example, dear friends. Take the very example. A girl who doesn’t hide her pain, but makes it part of her appearance. If a sad girl suffers [10:07] in silence, and a crazy one destroys everything around her, then another turn of events occurs. Pain is something that can be shown, worn, and even rethought. I didn't understand anything at all, [10:21] Romanticism is certainly present here, and it's hard not to notice, but it's important [music] Most often, teenagers go into it, because their psyche is still developing. I have thin legs. [10:36] And the perception of such things, unfortunately, can be distorted. And here is where the border lies. As an adult, it is important to be aware of this, to convey it correctly to teenagers and not to romanticize it. Initially, this style is an attempt [10:51] to comprehend and express one’s state through an external image. And in this sense, yamikawai is already a language. The language through which people talk about things that are not usually talked about. It is especially not accepted in Japan. And here everything comes down to this. [11:07] Yes, in Japan, judging by the feeling, nothing is accepted at all. You can't share your emotions, because if something happens, you'll get pecked to death . You can't be indignant, because you'll be pecked to death. But you can’t swear, because otherwise you’ll be marginalized. And so, [11:20] among these bandits, I walk out into the streets with my hair like Jojo. Not into fashion, but into society. Japan is a country with very strong social pressure. From childhood, a person is expected to conform, [11:34] study well, and fit into a group. It actually feels like it's about all Asian countries, except, like, Thailand. There is no such feeling. That is, Korea is exactly the same, China is exactly the same, Japan is exactly the [11:47] same, China is exactly the same, Japan is exactly the same, meanwhile Thailand, uh, doesn’t stand out and doesn’t create problems. This is especially true for girls. They are often expected to be gentle, reserved, able to keep a straight face and not show their emotions [12:02] . And in such a system, it is difficult to speak openly about your experiences. So many things remain inside: loneliness, anxiety, the feeling that you don’t live [12:14] up to expectations. In Japanese, there is even a separate word, ikizurasa, which can be translated as hard life or difficulty of existence. And it is in this atmosphere that the Mencher phenomenon appears as a way [12:28] to describe this state. And only then does Yamikovai grow out of this. as a way to not just feel this pain, but to visually express it. That is, this is not just aesthetics, it is a reaction to a society in which it is not accepted to speak directly about weakness [12:44] . Wait, why do they decide to cut out pain, to express it with pink and cute things? It's like it's stupid. No, on the contrary, they are cute. Well, that is, when you look at cute [12:58] girls who dress especially cute, you don’t think that they are trying to demonstrate their pain there . Opposites, opposite. Do you see what the joke is? This is something completely different. It's a game of [13:11] contrasts, damn it. No, guys, this is literally [ __ ]. I don't see the logic in this. This is not a contrast, this is complete [ __ ]. It's not even close . It doesn't contrast at all. Now that we've covered what's [13:23] it looks like. It feels like the subculture was invented by [ __ ] schoolchildren, and they came up with some kind of explanation, which, you start to figure it out. And you're like, "Well, take it as a fact. [13:36] I'm Mikhail - it's always about contrast." On the one hand, who contrasts sweet and not sweet, happy and sad. It's just that, well then, a cute one, on the contrary, should be super active, but half of these [13:49] kawaii ones, they're not active, they're just cute. This is a bit off-topic, you know? blue, white. They have to be super active, like yay ... But this doesn't exist. Well, that's the [14:02] point. So, on the contrary, there is no point in this . Either the new generation doesn't understand the essence of pitfalls, or those fifteen-year-olds who came up with this idea are idiots who didn't think through the basic plan, and now people, 20 [14:17] White. But next to this there is always another side, the black one. It adds depth, heaviness and that very darkness that the word yami itself speaks of. At least this makes sense. This black one makes sense because [14:32] he has this cute, depressed look. This makes sense. Here in this image, here, which the author just showed, but with pink hair, no, [ __ ], you understand? And on top of this contrast appear the most recognizable attributes: bandages, [14:45] syringes, pills, IVs, blood, cuts. Sometimes in the form of prints, sometimes Oh, come on, I got it, think about it. It's kind of cute, and they end up with these kinds of attributes. And so you [15:00] look at a seemingly nice person, but in fact, everything about him is creepy, which speaks of his inner world. Here. Here. Got it? Dol, what have I told you from the very beginning? Why does this image initially fit what [15:15] the author described? You need to listen to the yanatas, damn it, and not talk [ __ ] in sometimes it’s like part of the makeup. You can often see inscriptions on clothes. [15:31] beep. Accessories play a huge role. These could be plush toys, hairpins [music] and decorations in the shape of pills or syringes, chokers, bandages on hands and feet, plasters as a decorative element, bags with medical symbols. [15:45] Makeup also continues this idea. Pale skin, reddened eyes, as if tears. Why is it kind of crooked? Oh, she has eyes like a sun. They can now go left and right with awesome faces, dark circles under the [16:01] eyes and slight carelessness. But it's easy to get confused about this because I don't know everything about it . Thinking is often mixed with other similar styles [music] and visually they Understand? Got it? These things [16:15] really can look almost the same. The closest ones are Menherakei and Jiraikei. Menherakei is closest to the concept itself. Menkhera? There is more black, casual, oversized. The images may [16:30] contain the same medicine. This is a guy's topic, by the way. [music] If Ya Mikova is an expression of inner pain through aesthetics, then Menherakei is more of a direct [16:42] demonstration of this state without trying to wrap it in a beautiful band. Jirakey is being translated. What is the name for the aesthetic of a black T-shirt and black pants or a white T-shirt and black pants? What is this aesthetic called? [16:57] Literally like a mine type, that is, a person who can explode emotionally. Visually, it's a neater style: black and pink, lace, bows, neat silhouettes, sometimes even glamor. It appears more socially acceptable, [17:13] but retains the same theme of instability, jealousy and emotional extremes. And, of course, Yamikova does not exist in a vacuum. And one of the most important images is Menkherachan. It's aesthetics, [ __ ] man. Aesthetics [17:29] is writing in winter, [ __ ] hell, when you write the word dick in the snow. And this, [ __ ], is something that schoolchildren came up with for other schoolchildren, to collect money from them so that they could buy themselves a dress. But what I called the real aesthetic [17:44] is the manga and the character created by illustrator Ezaki Biska, which cemented Menkher's visual image in culture. This is the story of a schoolgirl. Aesthetics should not cost money, it should come from the heart. Understood? [17:58] With severe psychological conditions, anxiety, depression and dependence on the attention of others. The plot is constructed as a series of episodes: obsessive thoughts, mood swings, painful attachment, emotional crises and [18:13] self-harm. And all this is presented through cute graphics, pastel colors and dark humor. This is where an important shift occurs. Menkhera ceases to be just a word and becomes a full-fledged image. Pink hair, big eyes, [18:28] bandages on the wrists - this is cuteness, into which the theme of pain is literally sewn. And thanks to this, this style goes beyond the internet into fashion and popular culture. Speaking of fashion, the style was actively developing in the [18:42] Harajuku region. Among the brands, the most famous are AC/DC [music] R and Listen Flavor. Besides that, what is this? Wait. looks cool. Well, this looks really cool . Why should I? [18:56] Well, none of these will work for me. Well, the maximum is here, here is a sweatshirt, probably the maximum. In addition, illustrators and the Internet played a huge role. Platforms like Twitter and Pixel have made these images viral and turned them into a [19:11] distinct visual culture. But the ide is not a skirt. I don't like the skirt. I won't The combination of cute and disturbing has been around long before the term Yamikawai. One of the most striking examples is Bloomie Bear, a character created by Sea Chak. Hoba. Here, [19:28] this is it. At first glance, it looks like just a pink nuance. He is constantly covered in blood and regularly attacks his owner. Oh, oh, oh, oh. Anyway, then I am also this [19:45] Yami Kawaii, because when I was little, I loved Happy Free Friends. That is, look, then I look, look, this is also, well, kawaii, like, see, they are so cute. And in fact, they constantly hurt themselves. Like, [20:00] I'm also kawaii. I'm rummaging, guys, I'm rummaging, I'm rummaging, I'm rummaging. In terms of? Shut your mouth. These are literally the yami of Khawaitivnaya and street culture. [20:15] What was there? I missed. And this is the clothing of Japanese culture. People started making bags, keychains, badges, and clothing with it, and it began to be actively used in merch and visual references. Is this all from there? which directly [20:28] echoes Yamik's aesthetics. By the way, I didn't know this. Holy [ __ ], that's cool. Kawaii. And that's exactly the point. [music] Cute doesn't mean safe. And perhaps most importantly, remember that Yamikabai aren't just cute things [20:42] with a dark vibe. It's a way to talk about things that are usually kept silent. About anxiety, loneliness, the feeling that something is wrong with you. But not to speak directly, but through images, aesthetics and style. Because not everyone can or has the [20:56] opportunity to say something bad to me out loud. Sometimes it's easier to show it, even if it looks weird, or like a joke, or like something too cute for that kind of thing. And I am Mikoway. Deep, deep. A very profound thought, [21:13] indeed. Well, by the way, well, at least now I know what I am, Mikoway. I have, let's say , developed a little. That's already good, I think. That's already good. You wanted a big citylay with fashion clubs [music] night vi thought you found your paradise why [21:29] then are you so lonely you wanted to run citylay He. [music]