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Hikki has a similar image to say... YUI?
She always represented (ironically, since she grew up in the states) an image that goes much more with the general public and the way japanese women view themselves. Her clothing style has always been leaning towrads the general trend, she never really dyed her hair blonde or portrayed a pop-star image and she is kinda quite but also quirky.
Ayu has always been a popstar and in her hey days that sticked with a big youthful fanbase and probably 20+, but somehow that image did not really grow with that fanbase. Its kinda like listening to Britney back in they day, which I still do but its a more distant view on her.
ayus efforts to sound mature somehow feel more staged and not really natural, even if it might is (step by step, how beautiful you are).
Thats said, it's unfair to compare stars because the reason someone is or became famous has many many different reasons that come together and create lucky or unlucky scenarios, shifting all the time.
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