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When I was first introduced to Ayu, the exact thing my friend said to me was "she's like Britney Spears; she has good songs, but she's kind of a brat." I think the "diva" image has been integral to her career almost since the beginning (this was the TO BE single). It helps to distinguish her from other artists, but it also runs contrary to the popular image of what a Japanese woman ~should be, hence the backlash. It's one of the reasons I love her, though.
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