Piko Taro has released a new song on the theme of vegetables Can it replicate the success of PPAP?

In 2016, Piko Taro became popular around the world with an unknown electronic music "PPAP", and the ups and downs of the acting road are no different from riding a roller coaster.

He became popular on the Internet almost overnight, but he quickly became silent. PPAP in various languages has accumulated more than 200 million views on YouTube. The song was retweeted by Justin Bieber and became the annual fashion phenomenon in Japan that year, appearing on the red and white song party equivalent to the Japanese Spring Festival Gala, being received by Trump and Shinzo Abe, and his advertising value continued to soar - but after that, although Piko Taro also made occasional appearances on Japanese variety shows, young people who liked the new and tired of the old and the new no longer talked about the outdated stem of the apple banana pen.

Recently, Piko Taro released a new song called "Vegetable", the same brainwashing recipe as PPAP, and the lineup is more luxurious: he invited the famous Japanese funny girl idol group Momoshi Lucky Grass to shoot together, and the nearly 3-minute length is more like a complete song - the original PPAP was only 1 minute.

You still have a hard time finding any logical connection between the lyrics. Tomatoes, small tomatoes, potatoes, pumpkins, and celery are arranged in combination within the song, ending with an electrophonic Vegetable.

At present, this song has not reached the popularity of PPAP. The song was played by about 1.05 million People on YouTube in the week of its release, but the online discussion was much less popular than before, and even some of the traffic came from fans of Peach Lucky Grass.

Just like after 2012's Gangnam Style, singer PSY has never had a second work that has set a record for YouTube broadcasting – the popularity of Gangnam Style cannot simply be attributed to the song or the singer itself. Piko Taro's success at that time was also due to a variety of factors: a rare style, easy to imitate dance moves and lyrics, low cost of social media imitation and dissemination, coupled with the personal communication of some stars with KOLs...

Since then, Piko Taro's personal advertising value has soared, and YouTube clicks alone can bring him a large share of advertising. Japan's Sankei Shimbun estimates that for every additional play, the video uploader receives a share of 0.025 to 1 yen; the higher the number of views, the higher the unit price of the share. Based on this benchmark, PPAP, which has hundreds of millions of views, can generate at least 2 million yen (about 120,000 yuan) and up to 80 million yen (about 4.73 million yuan) in revenue for Piko Taro.

Brands are also happy to invite Piko Taro to star in the commercial. Because of PPAP's simple brainwashing lyrics, brands can easily adapt the lyrics and input their brand's information into the song. UHA taste candy, mobile phone operator Y! Mobile, au, and China's Shenzhou buy a car have all invited Piko Taro to star in the advertisement.

Piko Taro's subsequent songs have also tried to follow this easy-to-adapt, catchy route: he has adapted the banana apple pen from PPAP into a beetle, bottle and bean combination "BBBBB", and has also released a song called "I like OJ". But people are a little tired, and these songs have not stirred up much splash.

"Vegetable", which sells as a "PPAP sister song", is also difficult for people to imitate spontaneously with enthusiasm. People's impression of Piko Taro is still stuck on PPAP, and many netizens on Twitter will comment on the new song with a sentence of "Ah, PPAP has actually passed 2 years, so nostalgic."

The only point of the song is also a bit crooked: a non-Japanese netizen commented under the video, "Pumpkin is not a vegetable at all!" Netizens from all over the world argued below about whether pumpkins and tomatoes were vegetables or not, which somewhat increased the degree of international topics.

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