Ryosangata (量産型) is a term that means "mass production" and is often used in a derogatory manner towards young Japanese women who dress alike.
The term first came about in a 2013 article titled 量産型女子大生 (Ryousangata joshi daisei) which means the mass production of female university students. In the article, the author commented on how "creepy" it was to see girls dressing the same, wearing their hairstyles the same, essentially looking like clones of each other. Its usage continued in the Japanese lexicon, becoming a way for society to look down upon young girls.
But what is wrong with wanting to be trendy? What is wrong with girls wanting to unite with other girls over a shared love of beauty? Before diving into these questions, let's talk about what makes a Ryosangata girl.
Ryosangata Style & Culture
Makeup
Makeup is an essential part of the Ryosangata style with an emphasis on pale skin and large eyes. While the makeup looks change with new trends, key characteristics include:
- Enlarging circle lenses usually in brown, pink, or grey
- Pink, red, or brown eyeshadow around the eye, especially on the lower lash line
- Pink blush focused on the sides of the face and underneath the eyes
The goal of a Ryosangata makeup look is to look youthful and dreamy, but it can be achieved in many ways and mixed with different makeup trends from other fashion substyles like Menhera.
Hair
Hairstyles can vary and be reflective of the day's outfit. In Japanese, the term Hair Arrange (ヘアアレンジ) is used online to describe intricate and beautiful hairstyles with lots of accessories and complicated patterns. Some modern trends include:
- Light brown hair is common, though other colors such as pink or blonde are also popular
- Hair ribbons throughout the hair or in focal points
- Fluffy fringe or hime bangs
Nonetheless, hair arranges can be an art form with expressions of creativity and beauty with no set standard.
Fashion
As the style is becoming more popular, several different brands are creating pieces to suit the Ryosangata look. Though generally, girls of the style will adapt to that year's fashion trends, some common elements of their outfits often include:
- Dusty pink colors mixed with black, light grey, or white
- Black platform shoes are extremely common, but black or dusty pink heels are also popular
- Solid colors or checkered prints
Popular brands that carry Ryosangata style clothes include Dear My Love, MA*RS, and Rojita but brands from other substyles like Liz Lisa will often carry pieces that suit Ryosangata.
Lifestyle
The life of a Ryosangata girl is full of fun and fashion! Many in the style are college-aged or just starting out in the working world, so they have disposable income and free time. They will often get together in their best outfits, take purikura photos together, enjoy desserts at a cafe, shop at their favorite stores, or bond over their shared interests.
Many Ryosangata girls are also otakus. They proudly display their love for anime, idols, Sanrio mascots and so much more under the term Ryosangata Otaku (量産型オタク). You will often see them posting on Twitter and Instagram showcasing their otaku interests without shame. Though they may dress alike in a friend group, they also have their own individual personalities and interests that coincide with the cute atmosphere of Ryosangata style.
Misogyny of Policing Young Women
The degrading usage of Ryosangata towards young women reflects a patriarchal society that does not allow girls to be girls. Across many countries, femininity is seen as weak. It is seen as vain for a woman to be interested in fashion, beauty, makeup, and everything else specifically marketed for them. Companies push these trends on young women to play at their built-in fears of aging. In the eyes of many, when a woman is seen as "past her prime" and not youthful anymore, she is deemed "useless" because of how much value society has put on her beauty.
But if society is the problem since they push these trends, then why are these young women the bearers of these attacks? Why is it not okay for them to enjoy fashion and beauty, but if a group of men is seen wearing similar styles to each other, no one bats an eye?
Japan specifically is a conservative country like most of Asia and has stricter roles on women than many western countries (though western countries are no better in many regards). Breaking the norm can be more taboo than many realize, which in turn can cause social isolation for these young women. It is often a lose-lose situation for them as they can either continue to dress in Ryosangata style but be seen through a negative lens by some or they can conform to societal expectations but not feel able to truly express themselves individually. As Japan's group-focused society can be extremely beneficial to the collective, it can also be harmful to those who want to use fashion and/or beauty to express themselves to the point where they receive online ridicule.
Fighting Back
As early as 2017, Ryosangata began to shed its negative image. Though the term still carries its derogatory origins, many are embracing the title. Thousands of selfies and coordinate photos by Ryosangata girls flood social media, showcasing their look for the day, the purikura photos they took with their friends, or what idol they're supporting at their live show.
In a poll of 230 female students at Hiroshima University, 72.5% had neutral feelings on the style, neither disliking or liking it. 40% of the respondents identified as wearing the style and 70% of them reported feeling very satisfied in the style.
Though brands are often exploiting this newfound popularity for Ryosangata, young women are reclaiming the stereotype and using it to express themselves. Even when posting selfies or purikura photos online, these women have control of their image. They are the ones putting in the effort to be unique and stand out amongst the conventional norms of Japanese society. They are prioritizing enjoy life, spending time with their friends, and supporting the hobbies they love. It can be very empowering to care for yourself in this way without completely succumbing to the needs of the group over yourself.
With Ryosangata becoming a popular style internationally, I believe others will start recognizing the positive aspects of the style. Hopefully soon, the derogatory-nature of the term will be gone and we can encourage young women to embrace their individuality.
Sources:
![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
