"Let Fans Sniff My Armpits"...Japanese Underground Idol’s Extreme Fan Service Sparks Global Controversy

Japanese underground idol Haru Matsumoto has triggered international controversy by offering a shocking fan service during a fan meeting after her performance, allowing fans to smell her armpits. Videos that spread rapidly online show a male fan pressing his nose against Matsumoto’s armpits to smell them, exposing structural issues within Japan’s idol industry such as aggressive competition and severe economic hardship.

The released footage depicts a middle-aged male fan imitating a dog and, with Matsumoto’s permission, sniffing both of her armpits. Afterward, Matsumoto made him sit down, held him in her arms, and gently stroked him. Extreme fans who witnessed this reaction were overjoyed. Some expressed that they “were born to meet her,” while others, showing extreme loyalty, vowed to give all their lifetime earnings to her and cut off relationships with other women. Matsumoto has over 400,000 followers on social media.

However, this fan service faced severe criticism in online communities. Netizens criticized it by saying it “resembles low-class adult entertainment rather than an idol.” Some critics pointed out that the problem lies in the structural immorality of the underground idol industry, which allows even an individual’s body to be commodified. Matsumoto’s agency did not explain the specific reason behind introducing this service.

Industry insiders analyze this fan service as one of the extreme marketing tactics used by thousands of underground idols to increase visibility. The reason these idols resort to such extreme strategies to differentiate themselves and strengthen their fan bases is closely tied to the economic realities of Japan’s idol industry.

Approximately 80% of idols in Japan operate underground, unable to appear on mainstream media such as broadcast television. Their working conditions are extremely poor. While a regular office worker earns around 300,000 yen (approximately 2.7 million won) per month, underground idols earn an average monthly income of less than 120,000 yen (approximately 1.1 million won). Some agencies do not pay a basic salary or delay payments at will, and they can easily fire idols for personal reasons. As a result, underground idols must endure poor economic conditions, pressure to maintain a certain appearance, harassment, and excessive stress from dealing with fans.

Matsumoto’s extreme fan service is a stark example of these structural problems. An environment where idols are forced to commodify their bodies to make a living has led to this situation, which has even escalated into international controversy. This incident highlights the urgent need to strengthen institutional safeguards for Japan’s underground idol industry.