[Japanese Side] The Star of the Viral McDonald's CM... Singer Ano Overcoming Bullying to Become an Artist

Noticed for a Concept Free from Gender and Social Stereotypes

There is a song from a Japanese McDonald's commercial that was a hot topic on South Korean social media (SNS) for a while. It featured a girl with a bob haircut, and the lyrics were quite provocative. Although it was a McDonald's ad, the lyrics included lines like "I won't smile at the customers" and "I will fry this world just as I am."

The singer behind this song is Ano, known in Japan as a '4D singer' and 'devil idol.' Although considered unique, Ano is actually a singer who breaks stereotypes through various attempts. Recently, she even gave an interview with the Asahi Shimbun. During this process, her painful past as a victim of school violence was revealed.

Music video 'Smile Agenai' featuring Ano. (Photo by Ano Official Website)

Ano has never officially disclosed her exact age, but fans speculate she was born in 1997. Ano is her stage name; her real name is Shimizu Ayano. She had a very difficult school life. From middle school, she suffered from school violence and spent her time in the infirmary instead of the classroom. Shortly after entering high school, she dropped out. According to an interview with NHK, the school violence was not something that could be dismissed as mere pranks; it continued persistently both in class and during club activities. Afterward, she refused to attend school and lived as a recluse. Her parents had to deliver meals to her door because she disliked being around people so much.

In a recent interview with the Asahi Shimbun, she also revealed, "The driving force behind my music comes from the feelings of revenge and hatred that arose at that time."

What drew attention was Ano's way of speaking. Despite being a female singer, she refers to herself as 'boku (僕)' in interviews and song lyrics. Traditionally, this is a first-person pronoun used by men in Japan.

Of course, recently there has been a trend against dividing language by gender. Many say that Ano has contributed to breaking this stereotype. The idea is that expressions like 'watashi (私)', 'boku (僕)', and 'ore (俺)' should be freely used according to one's own will.

Ano performing on stage. (Photo by Ano, Instagram)

In fact, Ano revealed herself as someone who pursues such diversity through the ending theme song "Chu, Diversity" for the anime Chainsaw Man, released last year. She explained that the reason for including 'diversity' in the title is because "I am a representative of diversity."

Starting as a unique individual, she gradually showed a side that breaks social conventions, gaining sensational popularity.

In addition, she released the song "I Won't Smile" for the Japanese McDonald's commercial. At McDonald's Japan, customers can order a 'smile' as part of the service, which is free. The principle is that if a customer requests it, the staff must smile. Even when ordering delivery through services like Uber Eats, there is an option to add a smile, and often the staff must fulfill the customer's request by drawing a smile on the packaging.

In response, Ano confronts this with a song titled "Why Should I Smile at You?" with matching lyrics.

Music video 'Smile Agenai' featuring Ano. (Photo by Ano Official Website)

In an interview with the Asahi Shimbun, Ano candidly said, "I am always followed by criticism about my voice and way of speaking. People say I am strange. But what bothers me more is that everyone is expected to think the same and say the same things."

Regarding her use of 'boku' to refer to herself, she answered, "I live freely within the genre called Ano, regardless of gender. I think it doesn't matter whether I am an artist or a talent or anything else."

Above all, she concluded, "Changing the world sounds too grand, but a world where many people think it's okay to live like me might be a world that accepts diversity. I want to continue living as myself."

When Ano first debuted, there were many malicious comments and criticisms like "Is this a middle school syndrome concept?" or "Something seems off." Nowadays, public opinion seems to increasingly recognize this as part of an artist's domain and worldview. Hopefully, as she says, the world can move toward a society that accepts differences.