In the film Messengers (Yasuo Baba, 1999) one of the protagonists says to our Lycra-clad heroine, ‘You look like a race queen.’ Parochially translated for American audiences as, ‘You look like a slut‘, this missive unintentionally sums up the role of race queens in the modern world.

A variation of the Formula 1 car racing European pit lane girls (who are supposedly present to hold umbrellas over drivers), race queens – or ‘campaign girls’ – are frowned upon in many Western countries as examples of sexism, and of cynical marketing for an otherwise male-dominated industry.

Contrary to the fall-off of sexist advertising campaigns for cars and the automotive industry globally, the race queen still survives in Japan. Major trade shows and industry events in Japan might have seen a reduction in their race queen populations recently, but this is more a sign of economic austerity over any update to sexual perspectives in Japan.

Buoyed by their high status in the modeling industry in Japan, super race queens continue to generate large fan-bases in their own right, commanding high appearance monies, and often driving their own careers accordingly.

The 2010 Formula 1 season opened in Melbourne recently, with a series of very mildly dressed pit lane girls (‘more modern’ was the statement). The same weekend held the annual Tokyo Motorcycle Show at Tokyo’s Big Sight in Odaiba. Present in a bewildering array of skimpy clothes the race queens continued to pout, pose and preen for the cameras as they do countless times a year across Japan.

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If any threat exists to race queens in Japan, it will not be from a waning popularity in their hardcore otaku fan base, nor will it likely come from ‘safety concerns’ associated with their skimpy clothing, and it will certainly not come from any change in perception of the role of women in Japan. Any further demise in race queen populations will surely be a result of purely economic motives.

As for our Lycra-clad heroine in ‘Messengers’, in Japan at least, she triumphs, beats her derisive competitor and wins the heart of the leading man, making a lot of money along the way…

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