Kawashima Mifu: “Whether Hello! Project Is Seen as Amazing Is Up to Us”

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The story

A comment from Juice=Juice’s Kawashima Mifu, published in the idol magazine “Bessatsu Kadokawa Scene 17,” became a hot topic on 5ch’s Hello! Project board. Kawashima said it’s their own activities that will determine whether people end up thinking “Hello! Project is really something” or “Hello! Project is just okay, I guess” — voicing a real sense of responsibility. While the thread showed plenty of agreement with the remark, discussion soon spread to the gap in ability between Juice=Juice and the other groups, and to differing impressions of Hello! Project as a whole. Many posters brought up other groups like HANA and Morning Musume. for comparison, once again making the perceived gap in reputation between Hello! Project groups a talking point.

What people said

1Anonymous2026/10/07 (Wed) 10:55:01.37
From "Bessatsu Kadokawa Scene 17"
2Anonymous2026/10/07 (Wed) 10:56:02.64
So it's not that she HAS responsibility, she just FEELS responsible, huh
3Anonymous2026/10/07 (Wed) 10:56:36.43
Pretty gutsy of her, isn't it
6Anonymous2026/10/07 (Wed) 10:57:04.14
As the ace, she really gets it
Guess it's about time she had that kind of resolve
10Anonymous2026/10/07 (Wed) 10:59:25.60
Kawashima's really putting in the work
11Anonymous2026/10/07 (Wed) 10:59:42.64
Because the future of Hello! Project rests on Juice=Juice
14Anonymous2026/10/07 (Wed) 11:02:21.22
If anything, I feel like people go into other Hello! Project groups assuming "Oh, everyone in Hello! Project must be as amazing as Juice=Juice," and come away disappointed thinking "Guess the rest aren't really that great after all"
15Anonymous2026/10/07 (Wed) 11:02:40.10
16Anonymous2026/10/07 (Wed) 11:03:38.92
Well, Omifu [cutesy nickname for Kawashima Mifu] can be pretty sloppy herself too (lol)
17Anonymous2026/10/07 (Wed) 11:03:44.71
Kawashima's resolve is the real deal
Being "willing to do a swimsuit shoot" is garbage by comparison
18Anonymous2026/10/07 (Wed) 11:03:44.77
The most annoying thing is new fans who got into it through flattering photos of Mifu ["moreru" — Japanese slang for a photo that makes someone look extra good] and now lord some weird sense of superiority like "our Juice=Juice is amazing but the other groups are kind of meh"
32Anonymous2026/10/07 (Wed) 11:23:17.50
Re: #18
That's still on the other groups for not being impressive enough, though
23Anonymous2026/10/07 (Wed) 11:08:29.92
With a group like HANA, you can tell they're amazing at first glance
24Anonymous2026/10/07 (Wed) 11:11:33.85
The problem is the others are too underwhelming for that to spread to Hello! Project as a whole
26Anonymous2026/10/07 (Wed) 11:13:24.09
Looks like she's starting to develop real self-awareness as the next ace of Hello! Project's new flagship group too
35Anonymous2026/10/07 (Wed) 11:26:24.54


50Anonymous2026/10/07 (Wed) 11:29:26.98
Re: #35
Both of them are so cute
Nothing but gratitude to Karin-chan for saving Mippuru [nickname for Kawashima Mifu]
36Anonymous2026/10/07 (Wed) 11:26:53.19
If she'd ended up in Morning Musume. she'd probably have burned out and quit by now
43Anonymous2026/10/07 (Wed) 11:27:25.97
Re: #1
Don't go carrying all of Hello! Project on your own back when you're not even the flagship group
Juice=Juice's getting a bit stale lately, isn't it
48Anonymous2026/10/07 (Wed) 11:28:02.14
Hello! Project members really do tend to say this kind of thing
You basically never hear it from idols at other agencies
49Anonymous2026/10/07 (Wed) 11:28:36.09
Re: #48
That's because other agencies aren't a storied house with a lineage going back to the '90s
54Anonymous2026/10/07 (Wed) 11:31:48.91
Re: #48
It's the difference between having something to carry on your shoulders and not
61Anonymous2026/10/07 (Wed) 11:58:26.60
Morning Musume. uncle [slang for an older male fan of the group]: "The only group allowed to call itself Hello!'s 'battleship' is Morning Musume."
66Anonymous2026/10/07 (Wed) 12:11:20.82
Re: #61
Nobody said anything about a battleship lmaooooo

Background and Key Points of This Discussion

Hello! Project operates as an umbrella organization for multiple groups, including Morning Musume. and Juice=Juice, and there has long been said to be a gap in name recognition and reputation between them. The Kawashima Mifu comment that sparked this thread reflects a sense of personal stake in the idea that Juice=Juice’s performance shapes the public’s overall impression of Hello! Project, and most of the thread responded to it favorably. Where opinion split was over whether that sense of responsibility can actually translate into a better reputation for Hello! Project as a whole through just one group’s efforts. Since there’s already a gap in profile and scale of activity among the other groups, some pointed out that Juice=Juice alone being seen as “amazing” doesn’t necessarily mean the overall impression of Hello! Project improves. Though not mentioned in the original article, Hello! Project has a history of different groups taking turns at the center of the franchise from era to era, and Kawashima’s comment is being read by fans in light of that pattern.

*This article is composed from excerpts and a summary of the 5ch (Hello! Project board) thread “Juice=Juice’s Kawashima Mifu: “Whether people think ‘Hello! Project is amazing’ or ‘Hello! Project is just okay’ comes down to us, and I feel a real sense of responsibility about that”.”

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