No perfect bodies, pouty lips, or risky bikini poses by a cliff, the influencers who have stolen the show this summer are two Japanese individuals over 70 years old who simply display their daily look in front of the camera. As an extra, their dog, a Golden Retriever who handles social media just as well as they do.
Stoic and somewhat rigid, with no more movement than one step forward, half turn, and one step back (no trace of Despacito or Ricky Martin, taking it slow and watching where they step as age requires), Aki Kim, 71, and Koichi Suzuki Kim, 73, have already amassed over a million followers on their Instagram account and nearly 400,000 on TikTok. In both platforms, the same content: they show how they have dressed that morning, their 'outfit of the day.' Nothing more and nothing less, just a look, one post. And always the same, with a few steps in front of the camera and a signature turn that has become the hit of the summer: even the dog joins in.
With these credentials, they have managed to captivate top luxury brands, the ones written in capital letters. When it comes to fashion, think of Dior or Loewe, for example. If we mention what everyone desires at the moment, vacations, let's point out exclusive hotels like the five-star Finca Serena Mallorca, an oasis of relaxation with a renowned 2 Michelin star restaurant, led by chef Óscar Velasco, National Gastronomy Award winner.
In fact, Aki & Koichi have recently been in Spain, where they spent part of their summer vacation; on July 27, they landed in Madrid, under the warmth of Dior -"They asked us if we wanted to rock out with one of their looks, and we said absolutely yes," they explain on Instagram- and after a few days in the capital, showcasing style on Gran Vía, in front of the Prado Museum, and at the exclusive The Principal Madrid hotel, which also enlisted their services, they headed to the Balearic Islands. "We love Mallorca. We are completely captivated," they share on their social media.
It's no wonder that with their daily look, these grandparent influencers are strutting around the world for the past five months. "Originally, it was just a fun way to share with our parents and friends, but it's amazing to see what it has become. We have reconnected with old friends, partnered with incredible brands (some of which we have been fans of for years), and have met so many people..." they explain in the post celebrating their million followers: "We want to say 'arigatou' (thank you) for all the support received. We are excited to see where this will lead." So far, to Dior, Loewe, Chanel, Uniqlo, Mulberry, UGG, GAP, Levi's, Marimekko, or Desigual, to name a few brands.
And on their website, which they also have, short but well-stocked, they sell some of the pieces they wear in their looks, from bags by Marc Jacobs, Burberry, and Bottega Veneta to ballet flats by Chanel or classic Vans.
The elderly influencers who came from Japan
But who are these Japanese elderly individuals turned influencers? In reality, they are two septuagenarians who have been living in Southern California for decades. In fact, they met 45 years ago, in 1974, in Little Tokyo, an ethnically Japanese district in downtown Los Angeles, when Koichi arrived there to study martial arts. It was his teacher who introduced him to Aki, leading to a 12-year relationship before their marriage. Now, both have been married for over three decades and have a son and a daughter, Yuri, who has become their manager and following in their footsteps in the 'look of the day' trend, also appears in some posts sharing a turn and outfit with her mother.
A bond forged by fashion
According to both influencers, fashion has always been a very important part of their relationship, something essential to maintaining their bond as a couple. Aki started delving into this world at a young age, searching for unique pieces that would allow her to create a style that highlighted her individuality. Koichi was also interested from the beginning, long before leaving Japan to make it in America. But four decades ago, fashion could not become a priority for them, as it is now, in the age of social media. Back then, it was at the center of their conversations, but both were foreign students struggling to make it in the United States. "I have always been interested in fashion. But when I arrived here, I was so poor that I couldn't afford to buy clothes. My focus was on studying," Koichi stated on the news and interview program Good Morning America. "We needed to succeed before considering dedicating ourselves to this."
It has been a journey, but they have been successful on social media since May 2023, when Yuri posted the first video of her parents wearing their unique outfits. She did it on her own social media platforms, Instagram and TikTok, intending to share her mother's relaxed style that she loved with her family and friends. And it went viral.
Initially, Yuri filmed the videos, edited them, and wrote the captions; they were unaware of the world of social media: "I don't think they even knew what 'viral' meant. They weren't aware until their friends from Japan texted them saying, 'You appeared on my Instagram,'" she told People.
Now, her parents have taken control of what appears on their social media and have turned their looks, and posting them, into a way of life and a family affair: "We have always been a very close-knit family, but making these videos together has brought us even closer," Aki affirms. "Every morning, when we post, it brightens our day. We never imagined it would have such reach and would reach so many people. There have been people from Japan and Europe who have approached us after seeing our videos. It's incredible to share our joy with them," Aki says with satisfaction, referring to the comments and reactions that their posts spark among their many followers, including Blanca Suárez. Comments like: "So chic and adorable!", "Incredible!", "That's how a truly powerful couple looks!", "Absolutely cool!"...
As Aki & Koichi say, they have plenty more to offer on social media. "Our message is that life is beautiful," explains Koichi. "We will continue doing this as long as it brings happiness to people. That's all that matters," adds Aki. Pure Ikigai that takes a step forward, a step back, and a turn. "Life is short, so why not enjoy it?" And above all, well-dressed.