Women Looking Like Sexualized Cartoon Children
Other sites writing about this are calling it a rebellion against old, traditional Japanese culture and standards. It may include that but it's not doing such a great job of changing any standards. Instead it is just slipping deeper into the old stereotypes of women being cute little pets kept on a leash (of some kind). This is not rebelling or finding freedom, or becoming your own person (woman). This is just sad and panders to male ego and fantasies. But, porn still sells really well and there are almost no real restrictions to any of it, not enough censorship or protection of women and children.
The term gyaru is a Japanese transliteration of the English slang word gal. - Wikipedia
Gyaru - a subculture made up of fashion conscious Japanese women and girls essentially rejecting their own oriental features and aesthetic traditions.
Something to note about being a Gyaru is that it’s actually very expensive to maintain the look. Some of the Manba Gyaru evolved into yet another sub-genre called O-Gyaru, who don’t wash off their make-up to save the expense of re-applying.
The O-Gyarus are generally anti-washing and hate spending on the upkeep of their looks so much so that they tend to stay indoors all day in their pyjamas and only venture out clubbing at night.
It might not be surprising that these kinds of Gyarus are very often unemployed and considered lazy by Japanese society.
... gyaru make-up looks distinctly inhuman and cartoon-ish– especially the eyes. With the Gyaru subculture placing a big emphasis on being all things toy-like and cute, you don’t have to look very far to see that the influence of this style of make-up comes from actual Japanese cartoons.
Kawaii (literally, “lovable”, “cute”, or “adorable”) is the quality of cuteness in the context of Japanese culture. It has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, and most importantly, personal appearance, behavior, and mannerisms.
It’s claimed that Kawaii Syndrome, a.k.a “cute” syndrome has replaced the former Japanese aesthetics of “beautiful” and “refined”.
‘In Japan, cuteness is expected of men and women. Many Japanese men are drawn to the owner of cute merchandise, because it is reminiscent of little girls, and Japanese women try to act cute to attract men’.
A subculture of women rebelling against their Asian heritage in favor of looking like cute, westernized, sexualized cartoon children.
Source: The Asian Subculture trying to ERASE their own Faces | Messy Nessy Chic