
The funny thing is, Mag Mag is only visible to the man she’s currently in love with, though what she seems to represent is the grudge of the unrequited lover whose gaze is never returned. The first release from K2 Pictures, a new production company launched in 2024 with the intention of shaking up the Japanese film industry by moving away from the production committee system, comedienne Yuriyan Retriever’s first feature sets out as if it’s asking why women become fixated on terrible men, only to eventually subvert its central premise with a series of unpredictable twists.
It’s true enough that (almost) all of Mag Mags targets deserve exactly what they get. The men are selfish and insensitive, bullying or abusive. Shunsuke (Fuku Suzuki), the first victim appears meticulously doing his hair in the bathroom mirror as if bearing out his vanity and self-obsession. Many of the men are popular and handsome, but the attention they get has only made them cruel and arrogant. Takuya (Junsei Motojima), the original victim said to have given birth to the curse of Mag Mag, is beloved of half the school but can’t resist punching down by making fun of a girl considered to be unattractive who had left him a love letter. Yurika Yoshida (Marina Mizushima), whose name is very similar to that of the director, is believed by some to have become Mag Mag after taking her own life and cursing Takuya in the process, but most of all represents the ugliness of the male gaze in being constantly berated for her appearance. The other kids tell her to lose weight and get plastic surgery, while Takuya takes her love letter as an insult to his status as king of the school. Mag Mag is described as being “freakishly tall” which also hints at ideas of monstrous femininity.
Perhaps this is one reason why Mag Mag rips out the eyes of her victims, though the point is that they were always pointed in the wrong direction anyway. Sanae is obsessed with an artist named Hiroshi (Oshiro Maeda), though he’s made a nude statue of another named Rumi apparently from his imagination and without her consent, which hints again at the self-involved nature of male desire. He does not appear to really notice Sanae (Sara Minami), though Rumi (Mai Fukagawa) may not be lying when she says he found her creepy. After Hiroshi’s death, Sanae begins investigating Mag Mag in attempt to unmask her and avenge Hiroshi, only to ultimately see herself in the vengeful spirt’s sinister cries of “I love you” which aren’t so different from those expressed for Hiroshi while essentially stalking him from her shrine lair.
Nevertheless, this misdirected gaze is going in both directions as we, the viewers, too do not really see the person we should have been looking at all along. Deep-seated senses of inadequacy can provoke the jealously and resentment of unexpected and seriously inappropriate targets, and perhaps what we’re looking at here isn’t the societal urge to mock an “unattractive” woman who dares to ask for love, but rather the toxic rage of an invisible man who loathes those who seem to be unfairly popular with women despite being terrible human beings and unpleasant to be around. Perhaps in the end, it’s Sanae’s “delusional” fixation pitted against the passivity of a man who believes himself to be unattractive and in fact becomes so because of his intense self-loathing.
But then, there does appear to be a real ghost and unflinching embrace of the arcane with its Shinto priests, lines of prohibition, and apparently magic trees whose ability to end bad relationships is potentially more than just psychosomatic, or just little psycho. Yuriyan Retriever’s absurdist humour blends perfectly with the grimness of the Mag Mag curse and the world it seems to mirror. With an overt reference to Guard of the Underground, she celebrates and subverts J-horror tropes while skewering contemporary entertainment trends in her house share fantasia of hopeful youngsters that turns out to be a quasi-incestuous nest of betrayal and misplaced desire. Influencers too are a one-way relationship, and you only see what they you want you to. Mag Mag, however, just might let you go if only you’re brave enough to say you love her too rather than, like her unfortunate victims, spurning her affections and thereby invoking and ancient curse born of the suffering of an unreturned gaze.
Mag Mag screens in Chicago 10th April as part of the 20th edition of Asian Pop-Up Cinema.
Trailer (English subtitles)








