Kogyaru and Otaku: Youth Subcultures Lifestyles in Postmodern Japan


  • Maya Keliyan




lifestyle, youth subcultures, kogyaru, otaku


The article studies social-group peculiarities and lifestyles of kogyaru and otaku as significant groups in contemporary Japanese youth subcultures. They are typical for postmodern society, with its characteristic consumption, communication, and lifestyle. Kogyaru and otaku are investigated as examples of postmodern changes in the dissemination and perception of fashion trends, hobby activities, and innovative products. The causes of their emergence and growth are related to the general problems facing postmodern Japan: its economy, educational institutions, family, and value system. Their influence is considered to be an important source of growth for a large and profitable market.


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Author Biography

  • Maya Keliyan
    Maya Keliyan, Dr. Habil., Professor, “Communities and Identities” Dept., Institute for the Study of Societies and Knowledge, Bulgarian Academy of Sciences, Sofia, Bulgaria.


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1. 12. 2011



Past Inspirations and Present Explorations

How to Cite

Keliyan, Maya. 2011. “Kogyaru and Otaku: Youth Subcultures Lifestyles in Postmodern Japan”. Asian Studies 15 (3): 95-110. https://doi.org/10.4312/as.2011.15.3.95-110.