The literary concept of the "Lolita" entered Japanese pop culture in the 1970s and 1980s, evolving into a niche sub-genre called Lolicon (Lolita complex). By the 1990s, this evolved into a commercial market for gravure idols of all ages. Junior idols were seen as the "safe," non-nude version of adult gravure.
: Critics argue that the marketing of children as idols can lead to their sexualization and exploitation. Organizations and researchers have raised concerns about the long-term impact on the children involved. Saki Japanese Junior Idols