There's no one authority who can proclaim what's hip. Whatever is hip, the poor man's version veers towards the campy. Yet it carries the seeds of commercial success and hints at the iceberg hidden under the water.

When the uncool try too hard to play cool, the result can be hilarious. And when a significant demographic takes up this habit, it may give rise to a subculture that points to where the country is going in terms of trends and zeitgeist.

Shamate, a transliteration of "smart," is a self-appointed group of youngsters who started by imitating the hairdos and costumes of Japanese punk rock bands, or more generally, Japanese fashions as exhibited in its pop scene. They dye their hair bright colors, put on heavy makeup and dress in outrageous outfits, have a penchant for grimacing at computer cameras and sharing photos with strangers.