2024.02.02

"GALS!" as Narrated by Mihona Fujii: The Path & Charm of the Heisei 'Gyaru' Culture

In discussing the Heisei era (1989-2019), the presence of 'Gyaru' (from the English, 'gal') cannot be overlooked. In the early Heisei period, they diversified from Gyaru into Ko-gyaru (literally, 'Gyaru children') and Mago-gyaru (literally, 'Gyaru grandchildren'), becoming a social phenomenon.

Although their strong presence was sometimes ridiculed at the time, the Reiwa era (2019-present) has come to appreciate the endlessly positive and bright presence and mindset of these Gyaru.

"GALS!" is a girls' manga that depicted the world of Heisei Gyaru, serialized in "Ribon" from 1999 to 2002. Centered on the vibrant and carefree protagonist Ran Kotobuki, the world of Gyaru unfolds in Shibuya.

What was the Heisei Gyaru, who made headlines at the time? This time, we asked the legendary manga artist and author of "GALS!" and its sequel "GALS!!", Mihona Fujii, to once again discuss the Heisei Gyaru and her thoughts on the Reiwa Gyaru.

PROFILE

Mihona Fujii

After her debut in 1990, she worked mainly in "Ribon." Her serialized manga "GALS!" started in 1999, was adapted into a TV anime and became a big hit. From 2019 to 2022, she produced the sequel to "GALS!" titled "GALS!!" on the Shueisha manga app "Manga Mee."
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The Backdrop to the Legendary Gyaru Manga "GALS!"

The year "GALS!" began serialization, 1999, was indeed the height of the Heisei Gyaru era. Since the 90s, young people gathered in Shibuya's Center Street, and the issue of high school girls engaging in compensated dating became a social issue.

Furthermore, in places like Shibuya and Ikebukuro, energetic teams or color gangs made the streets unsafe, an issue of social concern. This was also true for Gyaru . At that time, the 'Ko-gyaru', led by high school girls, were stirring up society, symbolizing the dawn of the Heisei Gyaru. What sparked Fujii's interest in Gyaru?

"At that time, Ko-gyaru were perceived by society to be 'questionable existences in dangerous areas.'

"When Ko-gyaru were picked up by the media, they were treated as freaks, laughed at or ridiculed. But I thought, is this really how they are? So I actually went to Shibuya and observed the Ko-gyaru.

"What I saw was different from the media's image. They were quite fashionable, everyone was cute, and the impact was so strong it surprised me."

While the behaviors and utterances of Gyaru featured prominently in media such as weekly magazines and television, their flashy fashion generated popularity among high school students, particularly in magazines focusing on Shibuya and street fashions.

Fujii herself was swept away by their fashion and fearless energy and became captivated.

"I was observing them around places like SHIBUYA109, and the Gyaru were incredibly fashionable and energetic. Gradually, I knew I wanted to depict their positive, bright, and fashionable sides."

"GALS!" Volume 9 (c) Mihona Fujii/Shueisha

"Rather, I was the only one who could draw a manga about Gyaru! I thought I'd completely overturn the public's image! As it happened, I received a call from my editor about the next serialization, and I immediately said on that call, 'I'm going to do a story about Gyaru!' My editor thought it sounded interesting, and the serialization of "GALS!" was quickly decided."