Avex, a Japanese entertainment company and fashion magazine have co-signed a new pop idol group called "Chubbiness."
The girl group is composed of 10 "plus-sized" Japanese women. Here are its members (all dubbed "chubby girls"):
Left: Kawai Akina; Right: Nakazaki Erina
Left: Saihara Marino; Right: Morimoto Eri
Left: Asakawa Misaki; Right: Yaegashi Kotomi
Left: Takao Sonoko; Right: Ikeyama Chiaki
Left: Shima Rika; Right: Horikawa Ami
"Chubbiness" is a fallout from a recent Japanese fad that recognizes plus-size models as "marshmallow girls."
The marketing gimmick was immediately deemed offensive and a little perplexing by most Western netizens.
But most self-identified "marshmallow girls" are not only OK with it, they actually prefer the label.
This is not the first time an East Asian girl group has been marketed by their weight.
After succumbing to social pressures, all three members of Piggy Dolls underwent dramatic weight loss.
BuzzFeed has reached out to Chubbiness for comment and is awaiting a response.