Dokusha Models: Japan’s “Amateur” Fashion Elite

06.November.2015 | FASHION / FEATURES

Popular dokumo: Anna Yano, Ayumi Seto, Natsume Mito, Shiho Takechi (from left)


When you hear the word “model” – they seem a little out of your reach, but here in Japan, we’ve got a sub-genre of models that make you think different: dokusha models (the term is shortened to “dokumo” and groups those who are readers of a certain magazine).

Although”dokumo” are considered amateur models, who only score a tiny square spread on magazines, in recent years “dokumo”s have been actively pursuing their career on TV, online as well as various other media outlets. In fact, “dokumo” are now being idolized more than ever before. But who are they exactly?


Ayumi Seto has produced her own brand “Aymmy in the batty girls”


Defining the “dokumo”

Usually “dokumo”s are the ones you find demonstrating ways to own the latest makeup, providing you with ideas of your day-to-day outfits, etc. Most of them are usually girls (although there are male dokumos as well), and you can now rarely find magazines without dokumos championing the latest fashion.

Dokumos range anywhere from students to office employees who want to dabble into the entertainment industry whilst having a normal life of their own on the side. So how did these dokumos climb the road to stardom? How they won the ticket in varies from one another, but one common way they get in is by being scouted on the streets, being asked for permission whether it’s okay to snap a picture of them as a portion of their “street snap” section. Those who are interested can also apply by flipping to the end pages of the magazine where you can apply to become one on your own.



AMIAYA are models/artists that are now loved all over the world


Keeping an eye out for the unique fashion

There’s no doubt that the popularity of dokumo has been setting a cultural agenda – though they only appeared on smaller portions of the magazine a couple of years back, now they seem they’ve won the spotlight. You can find books where dokumo introduce their make up techniques line the stands at book stores, as well as books where the dokumo’s sneak a peek into their private lives.

Trends are also being sprung by dokumos. “Aomoji-kei” is a general term that rounds up the fashion you see on the streets of Harajuku, but the ones who lit the trend fire were Rina Tanaka, Fumiko Aoyagi, Ayumi Seto – all of which are “dokumo.” Natsume Mito has also bred the trend, and has now gained massive popularity for her signature look where she dons the “short bangs” that has been cut up above her eyebrows.

What keeps these dokumos interesting is that they don’t pull the brakes with just the modeling. If there’s an opportunity, they’ll act, they’ll sing, they’ll produce their own-branded items; realizing infinite possibilities, keeping fans amused at for their next step. They’ll obviously loved for their looks, but they’ve got a sheer sense of charisma which have propelled the whole sub-genre into one big movement.

Dokumo may be the next star that goes up the ladder


Why are they so popular?

Yet you’re still wondering how they’ve earned so much freedom in pursuing not only a modeling career but an acting career, a singing career and becoming a brand producer – sometimes being in charge of all four for the exceptionally talented – when they used to be hidden in the corners of magazines. You may even question whether they’re actually the same as models who’ve landed exclusive contracts with highly-acclaimed magazines.

Here, the huge difference perceived from the reader’s perspective is that the “dokumo”s are a lot more within reach. If you idolize an actress or a model – all you can do is wait for the next time they appear on TV or on your favorite magazine, but with “dokumo”s, you’ve frequently got opportunities to meet with them.

Career-wise, they lead similar lives to those around you – it’s not rare to find them working at clothing stores, cafes, etc. They definitely feel a lot more within reach when you see them going on tasks that you could otherwise be doing. This may be another explanation as to why “dokumo”s have become so popular.

It’s incredible to see those who were initially “dokumo”s to propel into stardom, and lead a life as an international-acclaimed artist or even an actress at that. Kyary Pamyu Pamyu, who represents the “kawaii” culture the world has come familiar with, was also a dokumo to start. What can we say? Once you’re on the modeling grid, you’re a slept on gem ripe for discovery. Be sure to keep an eye out for the Harajuku-based “dokumo”s because who knows when they’ll soar into becoming worldly-loved starlets?



  • Color Contact Brand FAIRY Releases New Collection with ELENA and Mayuki Serving as Models

    30.March.2022 | FASHION

    On March 23, 2022, the color contact lens brand FAIRY will undergo a brand makeover! With a new logo and new packaging, two new color lenses will also be released. 

    Package Designs

    Venus Belt  18:12 #The City Lights Add Color to the Monochrome…

    Jelly Coral 09:27 #Flutttering Water and the Beginning of an Exciting Day…




    Diversity, self-love, and individual expression have become more important to young people in recent years. FAIRY’s rebranding emphasizes this, and the brand is aiming its products at Generation Z, who are caught between following society’s rules and being their authentic selves. The brand concept, logo, key visual, and packaging depict two Tokyo women with different personalities who are on the verge of adulthood and whose emotions waver between the present and the future.


    Each new package has a different design depending on the color. The models featured in the key visuals and concept movie are Mayuki, who first gained attention after appearing in the music video for Aimer’s song Zankyou Sanka, and ELENA, who is active in fashion shows.

  • Yurina Hirate Models H&M Studio’s New Sustainable Spring/Summer Collection

    15.March.2022 | FASHION

    The H&M Studio Spring/Summer collection is using more sustainable materials. These items are now available at the H&M Shinjuku stores and the official H&M online store. The model for the collection is Yurina Hirate, an artist, actress, and former center of idol group Keyakizaka46. 


    H&M Studio is a limited-edition collection made by the H&M design team. Announced twice a year, it showcases popular seasonal themes and trends. All items in this new collection are made from sustainable materials, such as leather made from grape skins, stems, and seeds, and other recycled materials.


    Yurina Hirate has become incredibly popular with young women and is known for her in-your-face style. She has become a beacon for women who want to become more confident and who love to experiment with fashion. The photos were taken at Hoshinoya Tokyo, which features hip eateries, hot springs, and five-star accommodations. 

  • Model Shibata Saki’s Trip to Mie Prefecture to Air on BS12 for 2 Consecutive Weeks

    18.November.2021 | SPOT

    On November 18 and November 25, national free broadcasting service BS12 will air ‘NEXT TRIP: A Luxury Resort Trip to Ise and Shima.’ The host for the excursion will be popular model Shibata Saki (nicknamed Shibasaki), who is a well-known figure to women of all ages.

    NEXT TRIP is a new travel program that helps travelers figure out where to go next. The theme of the series is “Where should I go once the world settles down?” From visiting popular city spots to faraway resorts in Japan and abroad, the show aims to introduce people to locations they haven’t discovered yet, showcasing what the world has to offer. Those watching should keep a lookout for spectacular scenery, gourmet local food, outdoor activities, and so much more. 


    [Part 1] November 18, 2021, 9:00 – ‘NEXT TRIP: A Journey to Ise’

    In this episode, Saki Shibata travels to Ise, Mie Prefecture, first visiting Ise Shrine to pay her respects. The shrine is one of the holiest and important sites in the Shinto faith and was said to be established in the year 4 BCE. After visiting the Inner Shrine on a bright and sunny morning, Shibata travels to the ancient Okage Yokocho street to find some souvenirs and enjoy a local cafe to enjoy Ise’s famous rice cakes and traditional Japanese sweets. For lunch, she visits a very retro western-style building. At the nearby Ise Ninja Kingdom, guests can wear ninja costumes, and Shibata does just that! As the day comes to an end, Shibata opts to stay at a luxurious ryokan, Ikyuu, and highlights the incredible dinner and other services the lodging offers.


    Air Date: November 18, 2021 / 9:00-10:00


    [Part 2] November 25, 2021, 9:00 – ‘NEXT TRIP: A Luxury Resort Trip to Ise and Shima’ 

    The second part of the trip begins with cycling. Visiting the famous Married Couple Rocks on the coast of Futami, Shibata sets out for Shima. After enjoying the breathtaking view from the ‘Mailbox in the Sky’ on the Ise-Shima Skyline, she stays at a resort overlooking the Shima coast. Guests are welcome to take a leisurely stroll around the grounds and enjoy a luxury cruise or dinner. The sunset is something Saki Shibata will surely never forget.


    Air Date: November 25, 2021 / 9:00-10:00


    Where do you want to travel in Japan once the world settles down?

  • The Third Wave of Artists for MOSHI MOSHI NIPPON FESTIVAL 2015 in TOKYO Announced!

    09.October.2015 | FASHION / FES / MUSIC

    MOSHI MOSHI NIPPON FESTIVAL 2015 in Tokyo has revealed the third wave of artists confirmed to perform at its Tokyo edition! The festival, organized by the MOSHI MOSHI NIPPON PROJECT, will showcase the latest J-pop culture and trends at Tokyo Metropolitan Gymnasium from Nov. 6 – 8.
    【MOSHI ANI】 on Nov. 6 will be headed by nine J-pop artists and idols, including LinQ, Rinne Yoshida, drop and livetune+, which is livetune’s latest project with Harajuku-based model Anna Yano. This will be their first performance as livetune+.



    【MOSHI POP】 on Nov. 7 will showcase seven more artists and idols such as Cheeky Parade, Osaka☆Shunkashuto and predia as well as six more models, including Chisato Yoshiki, Tetsuko Okuhira and Ryucheru.

    Cheeky Parade

    Cheeky Parade



    【MOSHI COOL】 on the Nov. 8 will invite seven more artists, including HSMS<HISASHI(GLAY)×DJ Mass MAD Izm*.


    MOSHI MOSHI NIPPON FESTIVAL 2015 in TOKYO will offer all kinds of shows and content on the stage, including a Wadaiko team called DIA+, Nihon Buyo performer Kotoomi Hanayagi, Syamisen artist Yuji Kubota and several ukiyoe artists as well as something more edgy in the form of a fashion show accompanied by Eiichi Saeki’s modern music. For anime fans, the festival will also hold a special runway show featuring professional cosplayers, and the World Cosplay Summit Stage, where Japanese representatives of the summit will showcase a special performance.
    What’s more, a food festival titled JAPAN FOOD FESTIVAL, will take place in the outdoor area. Aside from offering a wide variety of delicious Japanese dishes, the area will also present some of the most well-known meat dishes with the help of Niku Fes. At Niku Fes, a total of nine restaurants will join the festival, including Kadozaki Jukuseiniku Kakunoshin, which won three awards in autumn 2014 and spring 2015, Nishi-Azabu Kimuratetsu Aburiya Midori, a t op-notch sirloin katsu restaurant and Shibuya Horuichi, which is famous for its grilled beef tongue topped with spring onions and sesame oil.

    More exciting news will be released in the weeks leading up to the event!


    Free admission for foreign-passport holders!
    >>Click here to register for the festival!


    Date: Nov. 6 (Fri.) – 8 (Sun,), 2015  
    Nov. 6: Open 4:00pm (main stage opens at 5:00pm and starts at 6:00pm)
    Nov. 7 & 8: 12:00pm (main stage opens at 12:00pm and starts 2:00pm)
    Venue: Tokyo Metropolitan Gymnasium (1-17-1 Sendagaya, Shibuya-ku, Tokyo)
    ▼Participating artists

    Nov. 6【MOSHI ANI】
    Afilia Saga・Shinjuku・TEMPURA KIDZ・drop・Hachioji P・Runa Haruna・May’n・Nagi Yanagi・Rinna Yoshida・Yun*chi livetune+・LinQ・Luce Twinkle Wink☆・Wasuta …and more

    Nov. 7【MOSHI POP】
    Misaki Iwasa・Osaka☆Shunkashuto・Caramel・Cupitron・Silent Siren・sora tob sakana・Cheeky Parade・Devil ANTHEM TEMPURA KIDZ・Shiho Namba・Niji no Conquistador・NEKO PUNCH・Hanae・Natsumi Hanaoka・Hayabusa・ PiiiiiiiN・Faint⋆Star・predia・Natsume Mito・Musubizm・Tsukasa Mogamigawa・Yamaguchi Kassei Gakuen・Lovely★DOLL LisaMelody, Devil ANTHEM, Faint Star PiiiiiiiN, Osaka☆Shunkashuto, predia and more…

    8th【MOSHI COOL】
    Leaders・AMIAYA・HSMS<HISASHI(GLAY)×DJ Mass MAD Izm*>・m-flo(DJ SET)・OOPARTZ・CAPSULE・・Kyary Pamyu Pamyu・CREAM ・CTS・Suiyobi no Campanella・DAISHI DANCE・TEMPURA KIDZ・TeddyLoid・TEMPURA KIDZ・hy4_4yh・vivid undress・MAAKIII・Una・Yoshida Brothers(Young brother Kenichi Yoshida)・RAM RIDER・WORLD ORDER and more…
    ◯Participating models(listed in Japanese alphabetical order)
    Nov. 7【MOSHI POP】
    Fumiko Aoyagi・Hiko Achinami・AMIAYA・Hitomi Ueno・Nana Ikeda・Miyu Ikeda・Airi Otsuka・Tetsuko Okuhira・Misa Kimura・Ren Koseki・Natsuko Kondo・Saki Sato・Saki Shibata・Hikari Shibata・Ayumi Seto・Shiho Takechi・Rina Tanaka・Ema Tanioku・Eri Tanioku・Asaka Taniguchi・Mai Nakaseko・Culumi Nakada・Himezawa・POCHI・MANON・Rinko Murata・Anna Yano・Yuna Yabe・Una・Yura・YuRi・Chisato Yoshiki・Ryucheru and more…
    ◯JAPAN FOOD FESTIVAL ※Free admission※
    Niku Fes …and more
    ▼Admission(All prices include tax)
    Advanced one-day ticket (Nov. 6) ¥4,320 (Nov. 7 or 8) ¥4,860
    Nov. 7 & 8 two-day ticket ¥8,100 Three-day ticket ¥10,800

    Free admission for foreign-passport holders!
    >>Click here to register for the festival!

    MOSHI MOSHI NIPPON FESTIVAL 2015 in TOKYO Official Website

    MOSHI MOSHI NIPPON FESTIVAL 2015 in TOKYO Official English Website

  • MOSHI MOSHI NIPPON FESTIVAL 2015 A wrap to a total of four successful events in Europe and the U.S.

    20.August.2015 | FASHION

    As part of the “MOSHI MOSHI NIPPON Project,” aiming to deliver Japanese pop culture to the world, “MOSHI MOSHI NIPPON FESTIVAL 2015” took place in a total of four cities in the months of July and August.



    MOSHI FES first took part in “JAPAN EXPO 2015,” Europe’s largest expo exhibiting Japanese culture, in Paris, France from Jul. 2 (Thurs.) – 5 (Sun.). A “MOSHI MOSHI NIPPON area” was set up at the said event. The booth provided an all round fulfilling experience for all J-pop culture fans with kawaii products lined up for purchase, an opportunity to try out a variety of cosplay outfits, and a polaroid photo shoot/meet-and-greet with popular model, Saki Sato and POCHI, who has also been attracting attention in the J-DJ scene. The “Get your name in KANJI” also displayed popularity, where foreigners could have their names written in Kanji with a fude (writing brush).



    MOSHI FES made their next appearance at the London-held “HYPER JAPAN” from Jul. 10 (Fri.) – 12 (Sun.) “HYPER JAPAN” is the second largest expo exhibiting Japanese culture, following “JAPAN EXPO.” Here, we found a lot of our fans from both in and out of London having a great time at the photo shoot with Zipper model YuRi, and fans enjoying trying out a range of cosplay outfits – the booth also allowed fans to shoot polaroid pictures for free, and provided fans with MOSHI MOSHI NIPPON-selected items.



    Come August, “MOSHI FES” took their stage to the U.S. of A! Heading out to Magic Box located in Los Angeles, MOSHI FES took place on the weekend of Aug. 1st. We witnessed an endless wave of fans come in and out of the “Pure” booth, which displayed a collection of cosplay outfits they could try on and get pictures taken of. A fashion show took place on the mini stage with AMIAYA, Ayumi Seto, YuRi, and Hiko Achiha strutting up and down the catwalk. Fans crowded around stage to sneak a look of their favorite models. There were a total of 5,000 J-pop culture fans that gathered at the LA rendition of MOSHI FES.



    On Aug. 8th (Sat.) and 9th (Sun.), MOSHI FES participated in San Francisco-held “J-POP SUMMIT 2015.” The booth had a LIVE DAM stage open to anyone for a free mini karaoke session. Fans crowded the stage with eager singers anticipating their turn, creating an endless flow of people in and out of the booth. In line with the Ministry of Agriculture, Forestry, and Fisheries’ PR event, the booth provided samples of “Onigirazu (a new and creative take on the original “onigiri” rice ball) where curious foodies came to get a taste. The stage was as eventful as ever with Musubism performing their first overseas performance followed by Anna Yano and AMIAYA’s performance and finally wrapping it up with a fashion show starring Ayumi Seto and many others. Sharing an exciting look into Japan’s pop culture with a total 32,000 fans who attended the event called it for a wrap to a successful string of MOSHI FES events.



    “MOSHI MOSHI NIPPON FESTIVAL 2015” will be held in Singapore this September, followed by events in Paris, France and London, U.K. in October, and finally in Tokyo, Japan in November.


    ■Details on upcoming ”MOSHI MOSHI NIPPON FESTIVAL 2015” events


    Dates:Sept. 5(Sat)-6(Sun)


    Venue:*SCAPE The Ground Theatre / *SCAPE Playspace

    Ticket information:


    Sept. 5(Sat.)CAPSULE / Yasutaka Nakata(CAPSULE)/ WORLD ORDER / TEMPURA KIDZ

    Sept. 6(Sun)Yanaginagi / kz(livetune) feat. Anna Yano / Hachioji P / TEMPURA KIDZ

    Free event:AMIAYA / Anna Yano and more…



    Date:Oct.3(Sat.)- 4(Sun.)

    Location:Paris, France

    Venue:Le TRIANON

    Ticket information:


    Oct. 3(Sat.)CAPSULE / Yasutaka Nakata(CAPSULE)/ BOOM BOOM SATELLITES




    Date: Oct. 11(Sun.)

    Location:London, U.K.




    Dates:Nov. 6(Fri.)- 8(Sun.)

    Venue:Tokyo Gymnasium(1-17-1 Sendagaya, Shibuya, Tokyo)

    Ticket Information: Foreigners can enter for free upon showing their passports Japanese citizens can get their tickets from the website starting Aug. 31 (Sun):

  • Discover Ema*Eri’s Fashion Inspirations and Ambitions as Official Harajuku Ambassadors

    02.July.2015 | FASHION / FEATURES

    Aomoji-kei has been sweeping Harajuku fashion by storm in recent years. Here on MOSHI MOSHI NIPPON today, we speak with Ema*Eri, trendsetters of the said fashion genre. Being recognized as the face of Harajuku, they’ve been freshly appointed as Harjauku ambassadors this spring! What are their ambitions now that they represent Harjauku more than ever with their ambassador reign – and how did they get into fashion in the first place? Find out from our interview with them below.




    When did you become interested in fashion?

    The first time I bought the magazine “Furugi MIX Girl,” I saw Natsume Mito-san on it and fell in love with secondhand clothing!


    What fashion were you into back when you got into it?

    Secondhand clothing for sure!


    Aomoji-kei has been sweeping Harajuku fashion by storm in recent years. Here on MOSHI MOSHI NIPPON today, we speak with Ema*Eri, trendsetters of the said fashion genre. Being recognized as the face of Harajuku, they’ve been freshly appointed as Harjauku ambassadors this spring! What are their ambitions now that they represent Harjauku more than ever with their ambassador reign – and how did they get into fashion in the first place? Find out from our interview with them below.




    When did you become interested in fashion?

    The first time I bought the magazine “Furugi MIX Girl,” I saw Natsume Mito-san on it and fell in love with secondhand clothing!


    What fashion were you into back when you got into it?

    Secondhand clothing for sure!


    (Ema*Eri / First ever shoot)


    Did you know about HARAJUKU KAWAii to begin with?

    I knew of the HARAJUKU KAWAii!! events that took place, and it’s unbelievable to think I’m actually a part of it now!


    What made you come to Tokyo?

    Eri: I happened to run into Kyary Pamyu Pamyu and the president of the model management company I’m in right now when I was at a secondhand clothing store in Osaka, and they came up to me and scouted me then and there. That’s what made me move to Tokyo.


    Ema: I was planning on going to a vocational college, but Kyary-san and the president came up to us right before I handed my application in, so I figured why not? And headed over to Tokyo instead! (Ema)


    What do you think makes Harajuku so appealing?

    Definitely the fashion. You can’t find anything like that anywhere else in the world. No one cares if they don’t look like everybody else. That’s what makes it so unique!


    What are your ambitions as Harajuku ambassadors?

    Eri: As Ema*Eri, we’d love to spread the Harajuku culture to places both in and out of Japan that aren’t yet aware of its wonders! We’re in hopes of letting everyone in the world know about Harajuku!

    Ema: I also am willing to give it my all to spread Harajuku culture to the world!


    Where would you recommend tourists to visit when they’re in Harajuku?

    Eri: Takeshita Street is obviously a road you cannot miss when you visit Harajuku, but be sure to drop by the Meiji Shrine whilst you’re here! You’ll be surprised by the nature that can surround you in a concrete jungle.


    ♡Follow Ema*Eri on Instagram and Twitter♡