8. The marketing gimmick was immediately deemed offensive and a little perplexing by most Western netizens.
11. But most self-identified “marshmallow girls” are not only OK with it, they actually prefer the label.
Seina says the term is positive, and should not be confused with being called “fatty”:
“Of course there will be different opinions—people who say ‘you’re a pig’ or ‘you’re a fatty’,” says Seina. “But for me, [marshmallow girl] makes me really happy”.
BuzzFeed has reached out to Chubbiness for comment and is awaiting a response.