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In page Yuri Ichii:

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The popularity of East End X Yuri helped usher in a newly found mainstream acceptance for hip hop and hip hop culture[citation needed]. Due to the pop explosion of East End X Yuri, many popular Japanese rappers began embracing a more bubblegum, pop-friendly style, with most mainstream Japanese rappers finding success in writing non-threatening and non-offensive lyrics.[2] However, today, many thuggish rappers are also experiencing mainstream success, with artists like Hannya, Maria, Rappagariya, Ozrosaurus and Seeda on the forefront. This new popularity spark in rugged hip hop can be seen as a polar opposite turn, versus the original pop-influenced hip-hop style that artists such as East End x Yuri pioneered.