‘In tune’ is a new Popsop section about current trends in youth marketing. We open it with an article on trap, a relatively young music genre.
Western branding affected the whole world, but nowhere it received as bright expression as in Japan. In the 1980s marketing passion captured Japan and damaged everything that was possible: morality, traditions, demography. It has resulted in an appearance of many fashion subcultures that still have huge popularity. But the wind has changed, and now we can see how much crazy fashion energy of Japan influences on the rational Western world. Today talk is about subculture Gyaru.