'One of the factors is apparently that "the group does not have any big names left".'
This is so true. Their graduation gimmick, while good for the short term (eg. making quick headlines, immediate emotional effect on fans, keeping the group "fresh," and so on), proved to be their undoing in the long run in my opinion. Currently, only a relatively small group of devoted fans are keeping the group afloat; the vast majority of people in Japan can't name even a single member of the current Morning Musume lineu... (
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