KOGYARU is a next-generation Japanese culture project born from the iconic gyaru movement, launched in 2023 as the sister media of Japan’s legendary gyaru platform, egg. Focused on elementary school gyaru models, KOGYARU was created in response to overwhelming public interest. Videos featuring “elementary school gyaru” that appeared in egg’s music videos generated massive buzz, surpassing 26 million views on egg’s official short video platform alone and gaining widespread coverage across TV and online media. With gyaru culture now embraced worldwide—boasting over 160 million total views under #GYARU on TikTok—KOGYARU was designed as a globally oriented, language-free web media platform centered on short-form videos. Its visually driven content quickly went viral, with some videos reaching over 30 million views and the social media account surpassing 250,000 followers within just six months. Riding this international momentum, KOGYARU has now made its artist debut with hip-hop/rap songs, including the release “Dis Desu”(2025). The project expands beyond media into music, expressing bold individuality, confidence, and the evolving spirit of modern gyaru culture for audiences in Japan and around the world.