The idol industry is an important part of Japan’s entertainment culture, with idols and talent agencies dedicating significant time and resources to building relationships with fans through various channels, including events and meetups. But with thousands of idols and idol groups competing for attention, some go to extreme lengths to connect with their fans.

Japanese media recently reported that Harida Matsumoto, an underground idol from Wakayama Prefecture, sparked a heated debate after allegedly offering her fans the chance to smell her armpits after shows. Photos of Matsumoto lifting her arms and letting men put their noses in her armpits went viral online, attracting criticism from the general public.

Unlike mainstream idols, who have entire companies and talent agencies marketing their image to fans, underground idols like Harida Matsumoto struggle to attract as many fans as possible through whatever means possible. They usually perform in small theatres, live houses, and shopping centres, and struggle to build communities online.

Many have accused Matsumoto of crossing red lines in her attempt to cater to her die-hard fans, but some believe that her desperate attempt to please her fanbase highlights the struggle that underground idols have to deal with. Most of them earn less than the average office worker and have to at least maintain the illusion of being single and available, while struggling to please their fans.

A large part of Harida’s 400,000 followers continue to support her despite the controversy around her most recent fan service, but some have criticized her for doing something they consider disgusting.¹