Japan underground idol sparks outrage for offering armpit sniffing service for fans

A Japanese underground idol has stirred an online debate by offering fans the unusual perk of sniffing her armpits.Hari Matsumoto, from Wakayama, Honshu island, has attracted over 400,000 followers on social media thanks to her bubbly personality and approachable charm.In Japan, underground idols usually perform in intimate venues such as small theatre, livehouses or shopping centres and rarely appear on mainstream media.Unlike top-tier idols featured on television, in magazines, and in s, they build their following primarily through live performances and direct fan interactions.Two separate male fans of Matsumoto sniffing the online performer’s armpits. Photo: QQ.comRecently, Matsumoto replaced traditional handshakes and hugs with an armpit-sniffing service during post-show interactions.In a viral clip, an older male fan is seen mimicking a puppy, raising his fists and sniffing both her armpits with her permission.Afterwards, Matsumoto sat him down and held him in her arms, treating him with gentle touch.One fan shared a photograph of Matsumoto online with the caption: “I really like your scent. The reason I was born was to meet Hari. I love you.”Some fans have even gone so far as to offer “lifetime happiness contracts,” pledging all their earnings to her and avoiding relationships with other women as a show of loyalty.A fan of Japanese underground idol Matsumoto discusses a “loyalty contract” with her. Photo: QQ.comMatsumoto has not explained why she introduced the armpit-sniffing perk, but observers suggest it is a way to stand out among the thousands of underground idols and strengthen her fan base.Further ReadingThe move has not been without critics.One online user described the service as “disgusting,” adding: “It is better to think of it as low-priced adult entertainment rather than idols.”While another said: “I feel sad for Matsumoto. The underground idol industry often deliberately or unconsciously tolerates types of behaviour that would be unacceptable in other professions, such as exposing private lives or selling body scents.”The controversy underscores the brutal realities of the underground idol industry.The documentary Youth of Japanese Underground Idols notes that nearly 80 per cent of idols in Japan operate in this “underground” sphere.Their salaries are low. While the average Japanese office worker earns around 300,000 yen (US$1,900) per month, underground idols typically make just 120,000 yen or less.Some agencies reportedly provide no base salary, delay payments at will, or dismiss idols for arbitrary reasons.A group of underground idols in Japan, above. The industry is spreading to places like Shanghai and Hong Kong. Photo: QQ.comYears of intense competition, coupled with the demands of maintaining body standards, pleasing fans, and managing harassment, have taken a serious toll on the physical and mental health of many performers.A survey by the Japanese company Tsugisute of 102 idols found that over half had experienced mental health issues during their careers.Among respondents, 48 per cent reported workplace bullying and 12 per cent reported sexual harassment.Also, underground idols are often expected to remain single because frequent fan interactions are considered a key part of their appeal.As Japanese idol culture continues to expand and live-streaming economies grow, similar underground idol scenes have begun to emerge in China, particularly in Shanghai and Hong Kong.