The quick definition of kirakira kei

Kirakira kei (キラキラ系) bands are visual kei bands from 2007 onward who are bright, happy, and colorful, and wear glittering, idol-ish costumes. They play mature, glossy pop-rock with a heavy emphasis on digital backing tracks.

A brief history of kirakira kei

By 2007, osare kei (オサレ系) was in a transition (“dead,” according to some). The child-like youthfulness that defined the subgenre was no longer feasible for bands that had been active for several years, and the osare stars were now so popular that they had to appeal to audiences outside of typical visual kei.

As a consequence, the “bright corner of visual kei” matured. Bratty intonation and purposely nasal vocals were replaced by smooth, mature voices; jazzy shuffle beats gave way to mature poppy compositions; and retro references were drowned by walls of futuristic, sparkling noise. The looks changed too: street-wear fashion brands were reverted back to custom-designed costumes—usually in idol-like uniforms made of color-coordinated, glittering fabrics.

Similarly, the hand-drawn cover art and endearingly clumsy aesthetics surrounding the bands were replaced by glossy, professionally designed materials. In short, the “hyper, amateur brats” of osare kei (オサレ系) grew into polished princes with professional teams behind them.

Perhaps unintentionally, the onomatopoeia for “sparkling”—kirakira (キラキラ)—was increasingly used in media, message boards, and promotional material during this time. Initially it was used purely as an adjective to describe costumes, makeup, sounds, or concepts, but after a few years it was agreed upon that the name for this “successor generation to osare kei” was kirakira kei (キラキラ系) {sparkling style}.

As a recognized subgenre, kirakira kei “started” in 2010, but retroactively applied to some bands from as early as 2007. Bands like SuG, who were described as osare kei (オサレ系) in real-time, were re-evaluated as having been early kirakira kei bands.

Kirakira kei bands stood out further from their osare kei (オサレ系) ancestors through the cultivation of an even more idol-like persona: bandmen hugged fans at instores; live furitsuke favored saku (咲く) {blooming} over headbanging; light-up wands and bracelets became common at lives; and it became less taboo to mention ghostwriters.

The juggernaut of kirakira kei was the label PS COMPANY, which by that point had a reputation for cultivating major debuts in rapid succession. Under them, ViViD and SuG rode the minor visual kei boom of the time and went major in 2010. These two were known as the kirakira kei, but were followed by others like D=OUT (ダウト), DIV, and BugLug, who became very popular in their own right.

ViViD and SuG both pushed their music and looks in a different direction after their major debuts, but kirakira kei has remained the de facto subgenre of “bright” visual kei bands through 2025.

Why is it called kirakira kei?

Kirakira (キラキラ) is an onomatopoeia for sparkling/glittering. Around 2007, a handful of osare kei (オサレ系) bands began wearing costumes that were made with sparkling/shiny/glittery fabrics, and the term kirakira was used to describe them.

By 2010, it was clear these bands were part of their own subgenre, kirakira kei (キラキラ系) {glittering style}.

What are the other names for kirakira kei?

Bands from roughly 2007~2010 who were essentially kirakira kei were simply called osare kei (オサレ系) at the time.

A few kirakira kei bands have advertised themselves as “giragira kei (ギラギラ系) {super sparkling [almost to the point of discomfort] style}.” However, this is basically a marketing term with no real difference in sound or appearance.

In very rare early instances, the phrase “gingrangingran band (ギランギランバンド) {super shining band}” seemed to have been proposed as a name for these bands.

Much in the way that koteosa (コテオサ) was seen as a subgenre that took aspects of both kote kei (コテ系) and osare kei (オサレ系), some fans have proposed “kirakote kei (キラコテ系) {kira[kira kei] + kote [kei] style}.” However, there is no convincing definition nor enough members to make it significant. So as of 2025 it is not considered to be a legitimate subgenre.

What does kirakira kei look like?

Costumes as opposed to pieces from fashion brands. Either idol-like uniforms (i.e. the same silhouette) or kote-kei-esque costumes (i.e. belts, buckles, collars, jackets, skirts, layers of fabrics). Either way, they are almost always colorful, and each member typically has his own featured color. Fabrics are often either glossy, shiny, or glittery. Typically smiling or stoic in photoshoots; but never scary, violent, or especially sexual.

Kirakira kei makeup is more “professional” than osare kei; it basically consists of beauty makeup meant to give band members a perfect complexion, with small points of interest like lipstick, facial markings, aegyo-sal-esque eyes, etc. Hair is similarly bright and colorful, and always meticulously placed, but rarely “extreme” in shape.

What does kirakira kei sound like?

Pop-heavy rock made for dancing, blooming, light wands, and other “gentle” forms of audience participation. Reliant on digital sound effects and synth tracks. Vocals may range from pleasant to nasal, but are rarely harsh or twisted. Lyrics tend to be about love or general life lessons, but are not 4th-wall-breaking. In some cases, admittedly composed by ghostwriters. Listener should always feel more positive after listening.

Is kirakira kei a legitimate visual kei subgenre?

Yes.

Kirakira kei alignments

Clearly pop-oriented, but rock backing.

Themes tend to be very general.

Always purpose-designed costumes.

Might revolve around particularly talented vocalist.

Idol-like levels of interaction; hugs at instores, etc.

Almost always happy.

Upbeat and energetic, but rarely manic.

Fairly mature, but never boring.

When was kirakira kei active?

In name, it was active from roughly 2010 onward, but bands who displayed all the characteristics of kirakira kei appeared as early as 2007.

What are the representative kirakira kei bands?

Pre: ν[NEU] (early), Arc (early)

Pioneers: SuG (early), ViViD (early), LEZARD, D=OUT (ダウト) (early)

Later: ASTY (アスティ), POIDOL, GRAVITY (グラビティ), Royz

Edit History

• 2025-02-18: added Royz
• 2025-03-02: typos
• 2025-03-02: corrected links to ViViD and LOG