Armpit-Sniffing — A New Fan Service Catching Everyone’s Attention

A Japanese underground idol has sparked controversy by offering fans a provocative service called “armpit sniffing.”

Matsumoto Hari, an idol from Wakayama Prefecture, has a lively and approachable personality, with more than 400,000 followers on social media. Unlike mainstream idols who appear frequently in the media, she is an “underground idol” who mainly performs at small venues like small theaters and live houses, using close communication with fans as her main appeal.

Recently, Matsumoto started offering a service at fan meetings after performances, where instead of handshakes or hugs, fans could smell her armpits. In a video released, a middle-aged male fan mimicked a dog sniffing her armpit, and later, Matsumoto gave him a warm hug.

One fan enthusiastically posted online, “Your scent is really nice. I feel like I was born to meet Hari.” Some fans showed an unusual level of devotion, proposing a “lifetime happiness contract,” vowing to give her all their income and to sever relationships with other women.

However, there has been strong criticism of this radical move. One netizen condemned it, saying, “It’s disgusting. This is closer to cheap adult entertainment than an idol.”

Experts analyze that this controversy reflects the harsh reality of the Japanese underground idol industry. According to the documentary The Youth of Japanese Underground Idols, about 80% of Japanese idols work under such difficult conditions.

Their economic treatment is very severe. While the average monthly income of a typical Japanese worker is about approximately ₩2.77 million KRW (about $1,880 USD), underground idols usually earn less than half of that, below about ₩1.11 million KRW (about $753 USD). Some agencies are known to not pay basic salaries, withhold wages, and unfairly dismiss idols for arbitrary reasons.

A survey conducted by a Japanese company involving 102 idols revealed that more than half of respondents experienced mental health issues while active. Additionally, 48% reported workplace harassment, and 12% experienced sexual harassment.