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Some fans of their devotion have gone so far as to discuss “lifetime loyalty contracts” in which they pledge all future earnings to Matsumoto and promise not to date other women.
Matsumoto has not publicly explained why she introduced the armpit sniffing feature. (Representative image: Canva)
A Japanese underground star has sparked outrage online after offering fans a highly unusual paid perk: the chance to smell her armpits during post-performance meet-and-greet sessions.
According to the South China Morning Post (SCMP), Hari Matsumoto, an idol from Wakayama on the Japanese island of Honshu with more than 400,000 followers on social media, has replaced traditional interactions such as handshakes and hugs with “armpit sniffing” favors after her live performances in small venues such as live houses and theaters.
Controversy exploded when videos and photos from these sessions spread widely. In one widely circulated clip, an older fan was seen imitating a puppy raising his fists excitedly before leaning in to sniff Matsumoto’s armpits with approval. Then she holds him in a comforting gesture. Another fan posted a photo with the caption: “I really love the smell of you. The reason I was born was to meet Harry. I love you.”
Some fans of their devotion have gone so far as to discuss “lifetime loyalty contracts” in which they pledge all future earnings to Matsumoto and promise not to date other women.
The videos sparked violent reactions on social media. Many users described this practice as “disgusting.” “It’s better to think of it as low-budget entertainment for adults, not idols,” one comment read. “I feel sad for Matsumoto,” another user lamented, while noting that the underground idol industry often tolerates behavior — such as exposing private lives or selling body odors — that might be unacceptable in other professions.
Matsumoto has not publicly explained why she introduced the armpit sniffing feature.
The incident divided the Internet. While a section of extremist fans defend it as a consensual interaction, the majority of reactions have been extremely negative, with many questioning the boundaries in the underground idol scene.
This latest controversy has once again shed light on the intense and sometimes extreme fan culture surrounding Japan’s underground idols, where artists often push unconventional boundaries to stand out and maintain loyal followers in smaller venues.
As the videos continue to go viral, the debate over where fan and idol interactions cross the line has intensified. Harry Matsumoto’s extraordinary feature has left many shocked and deeply divided the Internet.
26 April 2026 at 8:49 PM IST
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