"Moe" girls are now popular in China. Photo: CFP

by Liu Meng

Dressing to evoke a Japanese anime character, the phenomenon of "Moe" can be found across the globe and China is no exception. The concept behind the trend and one that is becoming increasingly more common in China, is the quest for eternal beauty and youth.

Wang Li (pseudonym) is a 47-year-old mother of two living in Chongqing. Wang has a young hairstyle with neat bangs, wears bold eye-makeup and always accessorizes. Her 25-year-old brother treats her as a younger sister; even her 12-year-old son thinks she is half her real age.

Enjoying chatting on the Internet via video, Wang became regarded by many of her online friends as having the potential to be a "Moe" girl. At fi rst, Wang said that she did not know what Moe really meant. She began to pay attention to the Moe concept and made herself more and more Moe-like.

"On the street, if I told the others I was 47, nobody would believe me," Wang said.

Moe originated in Japan and refers to the ebullient emotion produced when cartoon fans see the pretty female characters in Japanese cartoons or anime. Moe followers transform themselves into the cartoon characters themselves, dressing as young girls to recreate their cartoon idols, some which are younger than 10 years old.

Dressing as a Moe-girl is not such as easy task, most fans constantly rack their brains to fi nd ways to make themselves appear younger than their true age and cute like anime girls.

Piao Shuzi is 78 years old and continually searching for ways to look younger. She usually wears bright dresses in reds and pinks and always applies exuberant makeup before going out. "People believe that I am younger than 50," she said.

However, the quest for eternal youth does not come easily. Zhao Yiqian, a 24-year-old Moe fan from Beijing, told the Global Times that the most annoying thing for her is doing her makeup. Each time she dresses Moe-style, she spends at least one hour on it. Like many Moe girls, Zhao pays most attention to her eyes, making them big and round, just like a Japanese cartoon.

"I also wear a hairpiece," Zhao said, "In one day, I will fi x my makeup more than 10 times."

For Piao, makeup is also an essential part of her every day. "If I am not ready, I won't go out," she said.

All of Piao's cosmetics and dresses were bought for her by her daughter. When shopping, her daughter chooses especially bright colors. "I love to see mom happy and young," she said.

Piao embraces Moe culture and thinks that the search for youth is a reflection of state of mind. "I am young at heart, so I have a young appearance, better looking and more confi dent," she said.

Nowadays, the Moe lifestyle is easily accessible, with a large Internet community.

The trend's popularity has grown in many Chinese cities with Moe goods, such as cat-ear shaped hats and cartoon backpacks, available in the mainstream market.

Moe's online community includes blogs, shops and fans. Many Moe "stars," who have a large fan following, attract international attention.

One such star is a girl of around 20, by applying specific makeup and posing for pictures with a young expression, she passes for someone half her age.

Zhao said that Moe stars change the character that they model themselves on almost everyday. There are even paparazzi who stalk popular Moe girls and post up-to-date pictures on the Internet.

"The popularity of Moe can be seen through its positive aspects. Moe culture is relatively healthy, it reflects people's pursuit of youth and beauty," said Sun Yuanming, a sociologist and psychologist from Chongqing Academy of Social Science.

Wang Ying, director of the Shenyang Association of Psychological Counselors said that following such a trend comes with a cost and needs to be thought through.

"Because time, money and energy are plunged into the pursuit of Moe, Moe girls need to consider whether their families will accept it. The phenomenon itself is normal, but if it becomes an obsession then family life can be influenced."

Wang said that trends such as Moe are a type of fashion — changeable and short-lived. "Novelty easily passes by. When people gradually lose interest, it will naturally disappear," she added.

"Moe" girls are now popular in China. Photo: CFP