Oshi-Katsu Chronicle 2007: Hatsune Miku Is Born, Lucky Star Pilgrimage, and Arashi and Perfume Songs Spread

In 2007, “Hatsune Miku,” PC software that sings whatever lyrics and melody a user types in, went on sale. Buyers composed original songs and covers and uploaded them to video sites, sparking a creative cycle in which listeners fell in love with both the synthesized voice and fan-drawn illustrations.

Fans of the anime Lucky Star traveled to a shrine in Washimiya Town, Saitama Prefecture, that served as the model for a setting in the show. Arashi’s “Love so sweet” and Perfume’s “Polyrhythm” reached wide audiences through dramas and commercials, while on portable game consoles friends gathered face to face with their PSPs for Monster Hunter Freedom 2 (Monster Hunter Portable 2nd) hunting sessions.

Hatsune Miku Goes on Sale: Many People Make Songs From One Voice

On August 31, Crypton Future Media released “VOCALOID2 Hatsune Miku.” Built on Yamaha’s VOCALOID2 voice-synthesis engine and sampled from the voice of voice actor Saki Fujita, the desktop music software sang whatever lyrics and pitches the user entered. Its box featured a girl with long turquoise twin-tails designed by illustrator KEI. Crypton’s product page (in Japanese) / Record of the release date (in Japanese)

Vocal-synthesis software had existed earlier, but with Hatsune Miku both the songs created with the software and the illustrations and videos depicting the character set off an explosive response on Niconico Douga. Uploaded tracks such as “Miku Miku ni Shite Ageru♪ (Shite Yan Yo)” and ryo (supercell)‘s “Melt” racked up views one after another. In less than a month through September 27, Crypton sold an unprecedented 10,000 copies including preorders. News coverage at the time, ITmedia NEWS (in Japanese)

People who make songs

They write melodies and lyrics and tune the singing voice in the software.

People who make art and video

They express the impression of the character or song in illustrations and footage.

People who watch the works

They listen to posted songs, write comments and look for other works.

A collaborative chain took root: when a composer published a song, illustrators drew artwork for it and amateur vocalists layered on utatte mita (“I tried singing it”) cover videos. Fans cheered for Hatsune Miku as a character while simultaneously supporting individual music producers—known as “Vocalo-P”—and cover singers. On December 27, the second installment in the series, the twin characters “Kagamine Rin / Len,” went on sale, broadening Vocaloid culture even further. Article looking back on creation after the release (in Japanese)

That June, Niconico Douga introduced a paid ¥500-per-month Premium membership, keeping free viewing intact while offering priority connections during peak hours and higher-quality playback. Dwango (in Japanese)

Hatsune MikuA voice, a character, a tool

• Make songsEnter lyrics and pitches
• Post to video sitesShare works with viewers
• Draw the characterWorks depicting her drew attention
• Follow a creatorWait for their next song
• Just listenLove the voice and the songs

The package gave fans a character to love and a tool to use.

Watching Lucky Star and Visiting Washinomiya Shrine

Lucky Star, which aired from April to September, was a slice-of-life anime produced by Kyoto Animation from Kagami Yoshimizu’s four-panel manga. Its opening sequence, “Motteke! Sailor Fuku,” in which the characters danced in cheerleader outfits, also became a sensation. Washinomiya Shrine in Washimiya Town, Saitama Prefecture (now Kuki City), served as the model for the shrine where the twin sisters Kagami and Tsukasa Hiiragi lived. Interview with locals, DANRO (in Japanese)

Once the broadcast began, fans started traveling from across Japan to photograph the torii gate from the exact angle shown in the opening credits and to dedicate illustrated ita-ema (wooden votive plaques covered in character drawings).

Even after the broadcast ended in September, visitors kept coming, prompting staff at the Washimiya Town Chamber of Commerce to reach out to publisher Kadokawa Shoten. On December 2, the chamber of commerce and Kadokawa Shoten jointly hosted an official event, “Lucky Star in Washimiya.”

Voice actors' visit

The voice actors who played the roles visited the shrine connected to the work.

Limited goods

You bought Washinomiya postcards and straps as souvenirs of the visit.

About 3,500 people

Fans gathered from across the country, welcomed jointly by the town and the people behind the work.

Record of the event, DANRO (in Japanese)

Although visiting a work’s setting—known as seichi junrei (anime pilgrimage)—already existed, Washinomiya established a model of regional cooperation in which local shopping streets and copyright holders officially welcomed visiting fans and created limited-edition goods and events together.

1. 01The anime airsA shrine is the model for a home
2. 02Fans arrivePhotos of the gate, drawn ema
3. 03Visits continueLong after the broadcast ends
4. 04Locals contact the rights holderThe chamber of commerce and Kadokawa
5. 05Official eventA joint worship on December 2

Tokyo Midtown Opens, Along With Evangelion: 1.0 and Monster Hunter Freedom 2

On March 30, the mixed-use complex “Tokyo Midtown” opened on the former Defense Agency site in Roppongi, Tokyo. Featuring the Suntory Museum of Art, the Tadao Ando-designed “21_21 DESIGN SIGHT,” and an expansive green lawn, it joined Roppongi Hills and the previous year’s Omotesando Hills as a popular destination for city strolls. Mitsui Fudosan (in Japanese)

In animated film, chief director Hideaki Anno’s Evangelion: 1.0 You Are (Not) Alone opened across 84 theaters nationwide on September 1. As the first installment of a four-part theatrical rebuild of the 1995 television series using digital animation, it grossed ¥2.0 billion alongside Hikaru Utada’s theme song “Beautiful World” and brought a new generation of younger fans to the franchise. In live-action cinema, the theatrical version of HERO starring Takuya Kimura topped domestic films at ¥8.15 billion, while Koizora (Sky of Love)—adapted from a cell-phone novel and starring Yui Aragaki and Haruma Miura—earned ¥3.9 billion and moved middle and high school audiences to tears. Motion Picture Producers Association of Japan (in Japanese)

On television, the robot anime Gurren Lagann (Tengen Toppa Gurren Lagann), the near-future AR sci-fi series Den-noh Coil, and Mobile Suit Gundam 00—which drew a large female following—all aired in 2007. Popular live-action TV dramas included Hanazakari no Kimitachi e: Ikemen♂Paradise starring Maki Horikita, Shun Oguri, and Toma Ikuta, Galileo starring Masaharu Fukuyama, and Haken no Hinkaku (The Pride of the Temp) starring Ryoko Shinohara.

In gaming, the PSP title Monster Hunter Freedom 2 (Monster Hunter Portable 2nd), released on February 22, sold more than 1.7 million copies in Japan. Friends brought their PSP consoles together in person to form four-player hunting parties over ad-hoc wireless connections, turning “bring-your-own-console hunts” into a staple pastime for students and office workers alike. In December, Nintendo released Wii Fit, which used the Balance Wii Board for yoga and strength training in the living room. Capcom (in Japanese)

Arashi Through a Drama, Perfume Through a Commercial: Reaching New Listeners

On February 21, Arashi released their 18th single, “Love so sweet,” the theme song for the TBS Friday drama Hana yori Dango 2 (Returns), in which Jun Matsumoto starred as Tsukasa Domyoji. The drama recorded a 27.6% audience rating for its finale, and in April Arashi held their first-ever solo concerts at Tokyo Dome. Label official site (in Japanese)

On September 12, the three-member Hiroshima techno-pop unit Perfume released “Polyrhythm.” Produced by Yasutaka Nakata, its intricate polyrhythmic interlude and futuristic choreography aired daily across Japan in an NHK and Japan Advertising Council (now AC Japan) recycling campaign commercial, winning over rock listeners and idol fans alike. Perfume official site (in Japanese) / Tie-up information for the song (in Japanese)

Both Arashi, who debuted in 1999, and Perfume, who made their major debut in 2005, saw their fan bases expand dramatically through their 2007 releases, setting the stage for their breakthroughs in 2008.

In October, X JAPAN resumed activity after a ten-year hiatus, drawing roughly 10,000 fans to the rooftop of Aqua City Odaiba in Tokyo on October 22 for a public music-video shoot for their new song “I.V.” News coverage at the time, Natalie Music (in Japanese)

At the 49th Japan Record Awards at year’s end, Kobukuro won the Grand Prix with “Tsubomi,” becoming the first male duo to take the top prize. EXILE won Best Vocal Performance and Hello! Project’s ℃-ute won Best New Artist. Masafumi Akikawa’s “Sen no Kaze ni Natte” (“A Thousand Winds”), which gained momentum after his performance on the previous New Year’s Eve Kohaku Uta Gassen, also achieved million-seller status—a rare feat for a classical vocalist’s single. Japan Composers Association (in Japanese)

Team B Joins AKB48, and Fans Choose Which Shows to See

On April 8, AKB48 formed “Team B,” centered on third-generation members, and launched its “Seishun Girls” theater stage in Akihabara. Alongside the existing Team A and Team K, the group established a three-team rotation performing daily shows at the theater. AKB48 official records (in Japanese)

In July, a joint unit stage called “Himawarigumi” combining members from Teams A and K also began, letting fans choose which team or setlist to attend. On New Year’s Eve, AKB48 made their first appearance at the 58th NHK Kohaku Uta Gassen as part of a special Akihabara segment alongside Shoko Nakagawa and Leah Dizon.

YouTube Goes Japanese; the iPhone Is Announced in the U.S.

On June 19, YouTube launched its Japanese-language site (jp.youtube.com). Searching and uploading videos in Japanese had been possible earlier, but having menus, help pages, and upload screens displayed in Japanese lowered the barrier for domestic users. News report on the screen change at the time (in Japanese) / YouTube official blog

Earlier that year, on January 9, Apple CEO Steve Jobs had unveiled the first-generation iPhone in San Francisco. Eliminating the physical keyboard, the device combined a mobile phone, a widescreen iPod, and internet communications on a single multi-touch glass screen. Apple (in Japanese)

YouTube Japan

From June that year, menus and other displays were in Japanese.

iPhone

Announced that year in the U.S. Its Japanese release comes the next year, 2008, with the iPhone 3G.

Although the original iPhone went on sale in the United States on June 29, differences in cellular network standards meant it was not released in Japan, where users waited until the arrival of the iPhone 3G in July 2008.

Chunichi Win Their First Title in 53 Years; the Path to the Championship Changes

In Nippon Professional Baseball, a unified postseason format called the “Climax Series (CS)” began in both the Central and Pacific Leagues in 2007, matching the top three regular-season teams for the right to advance to the Japan Series. Finishing second in the Central League, manager Hiromitsu Ochiai’s Chunichi Dragons swept Hanshin and Yomiuri in the Climax Series and defeated the Hokkaido Nippon-Ham Fighters four games to one to capture their first Japan Series title in 53 years. Nippon Professional Baseball (in Japanese)

In Game 5 of the Japan Series on November 1, Chunichi starter Daisuke Yamai retired every batter he faced through eight innings, and with a 1–0 lead in the top of the ninth manager Ochiai handed the ball to closer Hitoki Iwase. Together they retired all 27 batters without allowing a single runner, clinching the championship with the first combined perfect game (recorded as an unofficial perfect game due to the relay) in Japan Series history. Record of Game 5 (in Japanese)

At Tokyo Big Sight, Comic Market 72 in summer drew a total of 550,000 attendees over three days, and Comic Market 73 in winter drew 500,000 over three days. Comic Market Preparation Committee (in Japanese)

550,000

Total attendees, Comic Market 72 (summer)

500,000

Total attendees, Comic Market 73 (winter)

Source: Comic Market Preparation Committee

Key Events of the Year

1. Jan. 9Apple unveils the first iPhone in the United StatesMedia
2. Feb. 21Arashi releases "Love so sweet," the theme song of the drama "Hana yori Dango 2"Music
3. Apr.–Sept."Lucky Star" airs on 16 stations, including independent UHF stationsAnime
4. Apr. 8AKB48's Team B begins theater performancesIdols
5. SpringAfter "Lucky Star" airs, fans visit Washinomiya ShrineAnime
6. MayHigh school student Ryo Ishikawa wins on the men's pro golf tourSports
7. JuneNiconico Douga starts its premium membership serviceMedia
8. June 19The Japanese version of YouTube launches, with menus and help in JapaneseMedia
9. Aug. 17–19Comic Market 72 (550,000 total visits over 3 days)Fan works
10. Aug. 31Hatsune Miku (VOCALOID2) goes on saleMusic
11. Sept. 12Perfume releases "Polyrhythm"Music
12. Oct. 22X JAPAN, back in action, films a public shoot for the new song "I.V."Music
13. Nov. 1The Chunichi Dragons win the Japan Series; in Game 5, two pitchers retire 27 batters without a baserunnerSports
14. Dec. 2About 3,500 people attend the official visit event at Washinomiya ShrineAnime
15. Dec. 3"Hanikami Oji" and others take the Buzzwords of the Year grand prizesSociety
16. Dec. 29–31Comic Market 73 (500,000 total visits over 3 days)Fan works
17. Dec. 30The 49th Japan Record Awards; Kobukuro's "Tsubomi" wins the Grand PrixMusic

1. January 9iPhone announced in the U.S.Japan's release comes later
2. April 8AKB48 Team B startsThree teams at one theater
3. June 19YouTube opens in JapaneseMenus and help in Japanese
4. August 31Hatsune Miku released10,000 copies by September 27
5. November 1Chunichi's combined perfect gameThey win the Japan Series
6. December 2Washinomiya joint worshipLocals and Kadokawa host fans

A year of fans making, visiting and choosing.

The Year’s Buzzword Awards

Grand Prize(Miyazaki wo) dogen ka sen to ikan ("We have to do something about (Miyazaki)," in local dialect)

Hideo Higashikokubaru

Grand PrizeHanikami Oji ("Bashful Prince")

Ryo Ishikawa

Top 10Kieta nenkin ("vanished pensions")

Yoichi Masuzoe

Top 10Sonna no kankee nee ("That's got nothing to do with it")

Yoshio Kojima

Top 10Dondake~ ("Just how much~?" IKKO's sarcastic catchphrase)

IKKO

Top 10Donkanryoku (the "power of insensitivity," from Junichi Watanabe's book)

Junichi Watanabe (author)

Top 10Shokuhin giso (food mislabeling)

No recipient

Top 10Net cafe nanmin ("net cafe refugees," people who sleep in net cafes)

Shohei Kawasaki (author of "Net Cafe Nanmin")

Top 10Oogui (big eating)

Gal Sone

Top 10Mosho-bi ("scorching day," a day with a high of 35 C or more)

Neiwa Takizawa (chair, Naozane shopping association, Kumagaya, Saitama)

At the 24th Buzzword of the Year Awards, one of the grand prizes went to “Hanikami Ouji” (“the Bashful Prince”), the nickname of high school golfer Ryo Ishikawa, who entered the men’s pro tour Munsingwear Open KSB Cup in May as a 15-year-old amateur and became the youngest winner in world tour history. Following Yuki Saito’s “Handkerchief Prince” the year before, cheering for fresh-faced young athletes with “Prince” nicknames became a national trend. Golf Digest Online (in Japanese) / Jiyu Kokuminsha (in Japanese)

The other grand prize went to Miyazaki Prefecture Governor Hideo Higashikokubaru’s phrase “(Miyazaki wo) dogen ka sen to ikan” (“We have to do something about Miyazaki”). The top ten also included IKKO’s “Dondake~,” Yoshio Kojima’s “Sonna no kankee nee,” competitive-eating talent Gal Sone, and the “PASMO” smart-card transit pass for private railways and buses.

In the next article, 2008, the iPhone 3G goes on sale in Japan and Japanese-language versions of Twitter and Facebook launch, alongside Arashi’s first solo concert at the National Stadium and the 300,000 New Year’s visitors to Washinomiya Shrine for Lucky Star.