TOKYO (TR) – The buxom stars who dominated Japan’s gravure idol industry during the 1990s and the Heisei era (1989-2019) are stepping back into the spotlight — and out of their clothes — as they approach their 50s, reports evening tabloid Nikkan Gendai (Oct. 20).
Leading the charge is 48-year-old TV personality Akiko Hinagata, who released her first photo book in 22 years, titled “Sangenshoku,” on October 16. The former 90s pin-up sensation is making waves by flaunting her figure in swimsuits and lingerie for the first time since she was 20 years old.
She isn’t the only one banking on a nostalgic return. In August, 52-year-old Harumi Inoue dropped two digital photo books — her first in 27 years — featuring revealing lingerie shots. Meanwhile, 46-year-old Wakana Sakai celebrated her 30th anniversary in show business in July by releasing Pikopiko., her first photo collection in 13 years.
No accident
The sudden resurgence of these middle-aged models is no accident, according to industry insiders.
“While there are provocative cuts, they are also conscious of the female gaze,” a women’s magazine editor explained. “Over the past few years, actresses releasing photo books at the milestone age of 40 became a massive hit by gathering support from women of the same generation. That trend has settled down, and the target has now shifted up a generation to the ‘around 50’ demographic.”
After securing massive popularity in their youth, the three women took drastically different paths. Hinagata transitioned into an actress and variety show staple, Sakai established herself as a serious actress and novelist, and Inoue relocated to Kumamoto Prefecture to raise three children while sharing her rural lifestyle online.
“Updated” life experiences
It is exactly these diverse, “updated” life experiences — covering marriage, child-rearing, and career shifts — that give them a formidable edge in today’s media landscape.
“Their strong name recognition among the core television viewing demographic is huge,” the editor added. “Their life experiences provide great material for variety show talk segments. They offer a dose of nostalgia for former male fans, while providing relatable topics for women of the same age, which is driving up demand.”
If these revealing new releases succeed in capturing the attention of the younger 20- and 30-something demographics, the industry expects these former gravure idols to parlay their renewed fame into lucrative spots on dramas, streaming programs, and variety shows.