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The portrayal of the gyaru subculture in video games and anime


The world is filled with many subcultures that are focused on different aspects of life, ranging from music and fashion to specific values or behaviours. In this article, I will focus on a country that is often a source of inspiration amongst young people - Japan. The “Land of the Rising Sun” is a place where many modern trends, which usually focus mostly on fashion, entertainment and lifestyle, stem from. Japan is the place where lots of modern media comes from due to the fact that it is home to many popular animation studios like Studio Ghibli and MAPPA. Even Sony Pictures Entertainment, that is located in California (USA), stems from Sony, which is a Japanese company. It’s also important to mention that Japan is home to many significant game studios such as Nintendo, SEGA or Capcom. That being said, it would be baffling if no Japanese subcultures shone through in the creations of those studios. The works of said studios manage to capture multiple subcultures of Japan, however the one that is the most eye-catching is definitely the Gyaru subculture, as the portrayal of Gyaru characters in both anime and video games ranges widely, due to how big of a subculture Gyaru is.


What exactly is a “Gyaru”? It is a subculture that emerged in the early 1970s, and faced a rapid surge in development around the 2000s. Gyaru in itself is a term for both the subculture and female representatives of this style, however, originally it was a Japanese transliteration of the word “gal”. This subculture as a whole is characterized by bold and glamorous fashion, tanned skin, various eccentric accessories and specific makeup that features heavily exaggerated eyes, bold eyeshadow and thick eyeliner. This subculture involves many subcategories in which the styles are classified. The styles range from soft, almost unnoticeable to bold and inspired by other cultures. Gyaru characters are often seen in anime, but that does not mean they do not appear in video games too. It is exceptionally hard to portray a Gyaru character in both games and animated content, as Gyarus are characterized by their rebellious and non-conformist attitude, which often does not fit the script that the authors want to portray with the characters they include in their content. Whenever Gyarus appear in such content, they often become the audience’s favourite characters. The visual representation varies, depending on the studio, genre and style of the subculture. You can treat this article as an “introduction” to the representation and the subcategories that are present in both anime and games.



      Kogyaru


Kogyaru as a word comes from the combination of the terms gyaru and  kōtō gakkō (高等学校), which means high school. This subcategory of the Gyaru subculture originated in the 1990s. It mainly revolves around the idea of modifying the school uniforms that are mandatory in most Japanese schools. While the makeup in this subculture is not necessarily flashy or bold, the clothes are all about “breaking rules” and leaning away from the clothing standards. Kogyaru fashion focuses mainly on miniskirts, loose blouses and flashy accessories like extravagant earrings or fashionable hairclips and hair accessories. It also incorporates elements of the streetwear aesthetic, including elements like loose socks, bulky sneakers and hoodies. 


In anime and video games, kogyaru is one of, if not, the most common types of the gyaru subculture. When it comes to both games and anime, a large portion of the content that comes out of Japan involves action that takes place inside a high school, or is closely related to high school events. That being said, the kogyaru style itself does not really leave a lot of room to play with when it comes to designing characters, however there are differences between both media types. Game gyarus tend to have a lot more flashy designs, which usually include bolder accessories and/or different colour palettes than kogyarus depicted in the anime. Kogyaru as a “class” of the gyaru subculture relies heavily on the theme of disobeying school rules, especially ones connected with the outfits. However, some depictions tend to be more realistic, with characters leaning away only slightly from the school rules. An example of such character is Momo Ayase from the series DanDaDan. Her kogyaru aspect relies primarily on the “rebellious” aspects of including a hoodie,  bold earrings and a choker necklace in her daily school outfit. Other than that, her visual portrayal has no other gyaru aspects whatsoever. A different example, one that additionally breaks the rules of the traditional anime portrayal of kogyarus, is Junko Enoshima from the Danganronpa series. As danganronpa is both an anime and a game series, it gives the creators much more freedom to play with the design of her clothes, which features flashy hair accessories, a different colour scheme than the usual japanese school uniform and a dyed hair colour, which is generally one of the most distinct characteristics of the gyaru culture as a whole. This is also related to the fact that in the franchise, Junko plays the role of the fashionista, and her character personality heavily relies on not just breaking rules, but also establishing completely new ones.


Neogyaru


Neogyaru is the style that refers to a more modern interpretation of the gyaru style. It originated in the mid-2010s, when the gyaru subculture lost its momentum. In real life, it describes the way that the gyaru style has adapted to the current situation. It is shaped mostly by global fashion and social media visibility, as it tends to incorporate a lot of accessories and hairstyles that are trending “at the moment”. This subcategory is very fluid, as it does not have any fixed rules that indicate what kind of specific clothes or makeup the individual has to wear. It is a subcategory that keeps the original spirit of being a Gyaru -  it involves confidence, bold styling. Visible femininity also plays a big role in the neogyaru subculture, which is mainly shown through fitted outfits, styled hairstyles or more feminine makeup. 


One of the main characters of “My Dress Up Darling” (which was a major topseller in the year 2024), Marin Kitagawa, is a very good example of a character that falls under the neogyaru subcategory. Marin is an embodiment of being a neogyaru. Her makeup emphasizes her blush, glossy skin and long eyelashes, which is extremely similar to the real life looks that neogyarus tend to opt for. The neogyaru look is very popular amongst the anime studios, as it makes it extremely easy to portray a cool, easy-going fashionista type of character in the animated series. One of the most common tactics used to create such characters is often simply incorporating different textures in their clothes of choice. On Marin, it is mostly seen through the inclusions of metallic elements like her jewelry, or small additions to her outfits (i.e. the metal elements on her choker necklace). The fabric switches are more commonly seen on the other neogyaru character I have picked out - Akari Watanabe. Throughout the course of the show, the pink-haired character switches outfits multiple times, and they always consist of different materials. From the fuzzy bunny ear hoodies on official merch pieces, to breezy materials used for her summer outfits, this character utilizes all of the fabrics possible. Moreover, Akari Watanabe often appears with different hairstyles, which also suits her neogyaru fashion very well, as she always manages to stand out from other “standard” characters.


Ane Gyaru


Ane Gyaru is definitely one of the most mature subcategories out there. This style revolves mostly around a “rough” style of clothing. This style has a characteristic colour palette, that consists mostly of blacks, dark reds, pops of either neon or faded colours and white. The clothing items often include ripped jean clothes, tank tops, leather jackets, heavy boots and fur-lined outerwear. It is a very accessible style, especially for women in their twenties, which is often why this subcategory is referred to as the "rebellious older sister”. It is also very common for Ane Gyarus to have tattoos or piercings, in fact, it is significantly more common in this subcategory than in all of the other subcategories of gyaru fashion. 


The two characters that I would like to bring up in this category are Lisa Imai from BanG Dream! and Nicole Demara from Zenless Zone Zero. Both of said characters are dressed according to the Ane Gyaru standards, yet Lisa Imai has piercings, while Nicole Demara sports hairclips and accessories. The visual representation of the Ane Gyaru subcategory in video games relies mostly on the flashy, bold outfits and the toned-down colour palette that these characters use. It is also important to note that they are portrayed relatively realistically, as most Ane Gyarus tend to dye their hair in soft pastels, blondes or browns. The main distinction between Ane Gyarus and other gyaru subcultures shown in media content is the “edginess” of their outfits, which is the main way of identifying this type of gyaru.


Ganguro gyaru


This is probably the most iconic gyaru style of them all. It is a very vibrant look, with bold makeup, coloured hair and a deep tan. The deep skin colours are also often contrasted by the usage of light makeup materials like white eyeshadow and light nude lipsticks. The makeup also includes the characteristic “panda eye” effect, where ganguro gyarus try to accentuate their eyes to look as big as possible, often by usage of droopy eyeliner, light eyeshadow and fake lashes. This look is also characterised by including pink, red and yellow colours, as well as various flower prints. It is often paired with massive foam platform boots and a ton of colorful plastic accessories which creates a visual style that is both a rebellious subculture and a fashion statement. 


The visual representation of Ganguro gyarus in anime, as seen in characters like Mikoto Ayura from Saiki K or Kei from DanDaDan, directly reflects the subcultures extreme contrast and rule-breaking. In these depictions, the "rebellious" aspect is shown through hyper-stylized features like deep, artificial tans, which are paired with stark, white "panda" makeup around the eyes and on the nose to create a contrasting look that really stands out in a school setting. Both characters feature vibrant dyed hair, and in anime depictions, the hair colours range from lime green to a platinum blonde. They also often feature bold accessories like oversized hair clips and colorful jewelry to further escape from standard uniform codes. By incorporating these elements alongside modified school wear, such as open collars and brightly colored sweaters, the anime aesthetic captures the specific ganguro gyaru spirit of individuality and defiance against traditional Japanese beauty norms.


Amekaji


Amekaji is more of a “niche” category amongst modern gyarus, as it used to be significantly more popular back in the 2000s, when more american items were trending in Japan. This subcategory of the gyaru style focuses significantly more on the aspect of vibrant colours. It often involves clothing that is perceived as “less feminine”, and in some cases, amekaji gyarus try to make themselves appear as masculine as possible. The most characteristic item of clothing for this subcategory is loose t-shirts, especially ones that have bold prints, cuts or vibrant colours. Hair accessories also play a big part in this subcategory, as most amekaji gyarus put emphasis on simple but colourful hairclips. Sneakers, earrings and necklaces are also frequently seen amongst amekaji gyarus. Representatives of this style also often tend to play around with colourful hair extensions, so it is not rare that when you see an amekaji gyaru, they have bright pink, blue or purple extensions connected to their natural hair colour. 


The best representation of the amekaji subcategory is Daitaku Helios from Umamusume: Pretty Derby. Even though the Umamusume franchise has other gyaru characters, she is the only one that represents the amekaji subcategory. Just like the real-life counterpart amekaji gyarus, her portrayal relies heavily on her vibrant colours and her cheerful and energetic personality. Personality-wise, the similarities between amekaji gyarus and Daitakiu Helios are that both of them use certain catchphrases. While amekaji gyarus often use american-style words like “wan-chan” (one chance) or other american themed phrases, Daitaku Helios is known for loudly saying “Wei!” (similar to yay!) whenever she feels excited. When it comes to the visual portrayal of the character, she is adhering to the standards of the amekaji subculture: she’s dressed in a loose, bright blue t-shirt with a print and cuts on the shoulders, shorts, sneakers and lots of accessories. For example, her ears are decorated with lots of colourful piercings, she has a chunky necklace and her hair has a hairclip in it. Her face is also adorned with small, neon-coloured shapes like triangles and stars, which show the playful nature of both real life and fictional amekaji gyarus. Her accurate portrayal is one of the main reasons why she is widely liked among the fans of the franchise, and her design is a key factor in why some people, including me, consider her to be their favourite character.



Tsuyome gyaru


The visual representation of Tsuyome gyaru in anime, as shown by the character in the image, Kotoko Ijichi, emphasizes a "stronger" and more aggressive take on the fashion subculture while remaining more grounded than the extreme Ganguro style. In the anime depiction, the aesthetic is characterized by a light tan that suggests an active, outdoor lifestyle, which is often paired with meticulously styled, honey-blonde or platinum hair. Unlike the stark white "panda" makeup of the ganguro gyaru subcategory, Tsuyome gyaru focuses on bold eyeliner and vibrant eye colors to create an illusion of a confident gaze. This seemingly strong look is further enhanced through heavy accessories, such as layered gold necklaces, large hoop earring or brightly colored manicures, which also show a character personality that is unapologetically flashy and self-assured. These visual choices are deeply connected to the character’s "rebellious" spirit and social dominance within a school and/or social setting. The clothing often features high-contrast patterns and form-fitting silhouettes, such as off-the-shoulder blouses or cropped tops. Such clothing items push the boundaries of conventional modesty. Such characters use their appearance as a tool for self-expression, and they also intentionally modify standard school uniforms with unbuttoned shirts and personalized jewelry to signal their rebellion and fashion style. By blending elements of streetwear with high-glamour makeup, the anime portrayal of the Tsuyome gyarus have the courage to stand out and they use fashion in pair with their bold, extroverted personality.


Page design: Zofia Kitlas

Characters

  • Character 1 (Daitaku Helios - Umamusume: Pretty Derby)    → amekaji

  • Character 2 (Lisa Imai - BangDream!!) → ane gyaru

  • Character 3 (Junko Enoshima - Danganronpa) → kogyaru

  • Character 4 (Nicole Demara - Zenless Zone Zero) → ane gyaru

  • Character 5 (Mikoto Ayura - The Disastrous Life of Saiki K.) → ganguro gyaru

  • Character 6 (Marin Kitagwa - My Dress-Up Darling) → neogal/neogyaru

  • Character 7 (Kotoko Ijichi - Gals Can’t Be Kind To Otaku?!) → tsuyome gyaru

  • Character 8 (Akari Watanabe - More Than A Married Couple, But Not Lovers) → neogyaru

  • Character 9 (Kei/Muko - DanDaDan) → ganguro gyaru

  • Character 10 (Momo Ayase - DanDaDan) → kogyaru

Bibliography




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