What is “emogaru”, a hot topic on social networking sites?

Do you know the meaning of the word ” emogaru ” that you have been hearing more and more recently on social networking sites in the mote community? It is a verb meaning to create an “emo” atmosphere, but it also reveals the structure of modern views on love and self-direction. Why is “emogaru” so popular today? And what are the changes in the world that are behind this trend?

A new verb meaning to create an indescribable atmosphere!

The word “emogaru” is a derivative of the original ” emoi.” Emoigaru” is an adjective that refers to the sentimentality one feels when exposed to music, movies, etc. “Emoigaru” is a word that is derived from the word “emo”, which means “to be sentimental”. Emogaru” refers to the active act of “trying to put on an emo atmosphere” by one’s own presentation, words, and actions. In the case of social networking images and videos, the lighting, composition, and even the shading of facial expressions function as part of “emogaru. Whether the person intends it or not, “putting on an emo atmosphere” itself is a means of communication.

◯◯garuFrom 'erogaru' to 'emogaru'

Behind the term “emogaru” lies the existence of the buzzword “erogaru” or “erogannna” as a preliminary step. The word “erogaru,” which became popular in the host community and among influencers in the nightlife industry, was used to refer to “putting on a sexy air” or “producing eroticism. It is interesting to note that the word ” ero-garu ” spread on social networking sites after being transmitted by “Bakubaku Ryoma” and others, and the active nuance of “acting” and “pretending” that the word “garu” has became firmly established. Later, “emogaru” appeared as a verb that had the same structure as “erogaru,” but slid into a more inclusive expression of emotion and atmosphere rather than explicit sexual attraction. It does not deny direct sexuality. Rather, it can be said that the production of emotion and atmosphere has been extended to social networking sites in a form that is connected to the traditional “erogari” aesthetic.

What is the main battleground of the 'emogaru' phenomenon?The culture of emotional production fostered by SNS is slowly spreading

In the messages sent out by romance and pick-up influencers on X (formerly Twitter), the term “emogaru” is used as a way to “create an atmosphere that is popular with the opposite sex.” Rather than the usual “kime” photos, photos with a sentimental light or ephemeral mood are considered “more appealing”. The trend toward self-presentation that works to one’s advantage in the romance market is shifting toward “emo-garu,” and posts symbolizing this can be seen here and there on social networking sites.

NON, Ano-chan, Rio Uchida, Kisora. Icons in their teens, twenties, thirties, and every generation are embracing emo. On the contrary, if you don’t have emo now, you’re in trouble. The mainstream of 2038 Japanese popularity is emo. It’s easy to be popular with women if you’re brain-dead and give it all you’ve got.

Emo

gaerigare pic.twitter.com/Ybhst4ACt6

– Laughing emo and rejuvenate yourself (@tapdepoipoi) June 2, 2025

Thus, the “emo gaerugaru = popular” scheme is being consumed half-jokingly on social networking sites. The “emogaru = popular” concept is becoming an established part of romantic strategies, although it is consumed in a semi-joke-like manner on social networking sites. It is undeniable that in the love market, it is advantageous to show one’s “confidence” and “strength” as a male to some extent through one’s appearance, words, and actions. On the other hand, in the 2021 Japanese market, the focus of attractiveness is shifting in the direction of less direct presentation of attractiveness, such as a stylish but relaxed worldview and an atmosphere that makes one want to be immersed in sentimentality without being overbearing. There is a shift in the focus of attractiveness toward a less direct form of attractiveness: not assertiveness but spaciousness, not competition but harmony. The image of a human being cloaked in such an atmosphere is gaining sympathy.

What kind of atmosphere is emogaru?Jin Akanishi, Kaze Fujii, and Daiki Tsuneda are good examples of emogaru

When discussing this phenomenon symbolically, one name that often comes to mind is Jin Akanishi. In recent years, his social networking posts and media exposure have been praised for being ” emo,” “having a blank space,” and “having a one-of-a-kind atmosphere.” The “emotion” in his posts and media exposure is not contrived, but rather a natural, relaxed atmosphere of loneliness and loneliness that is perceived by many people.

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Posts shared by Jin Akanishi / Jin Akanishi (@jinstagram_official)

Likewise, Fujii Kaze is the musical embodiment of the “emogaru” aesthetic. His naturalness and deep sensitivity without strain, and the emotion that resides in his simple words. These are the very essence of “emogaru” sensibility.

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A post shared by Fujii Kaze (@fujiikaze)

Daiki Tsuneda and Tsuyoshi Ayano have also been gaining sympathy by expressing “quiet reverberations” without exploding with emotion. What they all have in common is a style that is not overly assertive and exudes “humanity” while suppressing emotions. However, they do not consciously embody these words. Rather, the SNS generation has redefined the term “emogaru” to describe this style.

As a mirror of society that directs emotionsEmogaru

“Emogaru” is not just a meme. What is reflected in it is the question of our time, “How should we live? On social networking sites, it is not so much what we feel, but how we appear to feel that has the most influence. Emotions are now visualized, shared, and sometimes directed. Emo” is a word that symbolizes this change. In this day and age, when everyone edits their photos and videos on a daily basis and transmits them while feigning emotions, this is not just a strategy for romance, but may provide a hint for how to live.