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Business trends

Office workers sing and dance their way into the spotlight

Credit Saison's new marketing strategy plugs into the 'accessible idol' craze

The 24-member idol group Higashi Ikebukuro 52

TOKYO -- In a country awash with young female idols singing and dancing to songs that sound pretty much the same, it really says something if one can rise above the herd. Which is what Japan's new phenom Higashi Ikebukuro 52 has done, storming the internet fan-sphere with little more effort than it takes to break a glossed fingernail.

They have the quintessential looks, dance and lyrics of most other cute idols. In other words, all it takes for a shot in the country's crowded idol industry. But they have also got the all-important X factor that sent them soaring: They are all office workers at the same group company. 

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