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2010s: Popularity of idol groups

Since the end of the 2000s, more and more idol groups have emerged. The high number of idol groups in the Japanese entertainment industry is sometimes called the "Warring Idols Period" (アイドル戦国時代, aidoru sengoku jidai), an allusion to the Sengoku-jidai. Some of the most successful groups during the 2010s include Hey! Say! JUMP, AKB48, Arashi, Kanjani Eight, Morning Musume, and Momoiro Clover Z.

Kyary Pamyu Pamyu, a Harajuku-based fashion model, made her musical debut in 2011 and gained international popularity with her debut single " Pon Pon Pon ", recognized by some Western celebrities such as Katy Perry and Ariana Grande. She is produced by Yasutaka Nakata, who also produces the group Perfume. She subsequently gained success through her songs " Ninja Re Bang Bang " and " Fashion Monster ". During 2014, about 486,000 people attended Momoiro Clover Z 's live concerts, which was the highest recorded concert attendance for any female musician in Japan.

In 2019, AKB48 announced the postponement of its general election, and Arashi announced the group's hiatus.