Japan Has Formed A Plus-Size Girl Group And They're Calling It "Chubbiness"

Part of a larger "trend." h/t AsianJunkie.com.

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"Chubbiness" is a fallout from a recent Japanese fad that recognizes plus-size models as "marshmallow girls."

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Women's magazine la farfa coined the term after introducing its model Goto Seina as a "marshmallow girl."

The marketing gimmick was immediately deemed offensive and a little perplexing by most Western netizens.

Meet Chubbiness, #Japan’s latest 𠇌hubby” girl idol group. Japanese weight standards are a little ridiculous. http://t.co/GLO37Qyl5N

Jeremy Blum@blummer102

Meet Chubbiness, #Japan’s latest 𠇌hubby” girl idol group. Japanese weight standards are a little ridiculous. http://t.co/GLO37Qyl5N

03:23 AM - 28 Jan 14ReplyRetweetFavorite

I... I... What? Chubbiness, Japan's newest girl group. http://t.co/nAHQT8UfCO

Alison Michelle@alison_kaizer

I... I... What? Chubbiness, Japan's newest girl group. http://t.co/nAHQT8UfCO

01:39 PM - 4 Feb 14ReplyRetweetFavorite

that new jpop group called chubbiness isnt even chubby wtf

hiatus@vvoollim

that new jpop group called chubbiness isnt even chubby wtf

06:06 PM - 29 Jan 14ReplyRetweetFavorite

But most self-identified "marshmallow girls" are not only OK with it, they actually prefer the label.

la farfa / Via japancrush.com

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”.

This is not the first time an East Asian girl group has been marketed by their weight.

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The labels behind Piggy Dolls, a K-Pop group formed in 2011, have been highly criticized for using the girls' weights as a selling point.

BuzzFeed has reached out to Chubbiness for comment and is awaiting a response.