Aiko Kaido’s Bold Reinvention: Embracing the Mature Sexy Style at 40

Not just a cute “Ai-chan”

On January 12, a memorial book titled Jewels, celebrating the 30th anniversary of the largest talent agency for freelance female announcers, Saint Force, was released. Aiko Kaito (40), Rie Mochizuki (52), and Yuka Hayashi (22, from Saint Force Sprout) attended the event.

“Since Mochizuki became a director in 2021, she exuded a dignified presence, and for Hayashi, a rising talent currently attending Keio University, it was also a ‘first introduction’ of sorts. Amidst all this, Kaito appeared in her trademark half-up long hair and a style that seemed to layer a blouse over a bare-top dress. Her unchanged youthful charm and cuteness made fans erupt with praise, saying things like, ‘She’s too cute!’ and ‘She doesn’t look 40 at all!’” (Information show staff)

Kaito, in 2004, was studying to become a TV announcer while attending Waseda University. Through a friend’s introduction, she joined “Saint Force”, an agency known for representing many freelance announcers and newscasters. On April 1, 2005, she became the fourth weather presenter for “Mezamashi TV” (Fuji TV), gaining popularity for her elegant, refined atmosphere and adorable looks. This year marks her 20th year in the industry.

Fans from her early years have been surprised by Kaito’s recent changes. On January 1, she posted a photo on her Instagram wearing a white shirt believed to be for men, with her thighs exposed. The sexy shot, where a glimpse of her bare skin was visible, garnered praise on social media, with comments like, “She’s going for it!” and “This beauty at 40!” On January 5, she also showcased a sexy sleeveless knit look. The sudden transformation sparked reactions like, “Is she going for a sexy route this year?”

“Aiko is moving beyond just being the ‘cute Aichan’ to sharing her mature, sexy appeal as an adult woman,” said a broadcasting writer familiar with female announcers.

 

Also transmitting openness and charm

“Originally, when the agency was first established, it specialized in representing freelance announcers with an elegant daughter image. It’s well-known that scouts from Saint Force would keep an eye on the Miss Campus events at women’s universities. The Saint Force Sprout division, to which Yuka Hayashi belongs, is said to be an agency aimed at nurturing such ‘elegant daughter’ announcers-in-training.

The announcers with an elegant daughter aura who have been active in the industry are now in their forties. Among them, personalities like Aika Kanda (44) and Hiromi Kawata (41) have transitioned to become character-driven married announcers. Meanwhile, Aiko Kaito is the only one who has maintained the elegant daughter path and remains an iconic figure for the agency. It seems that as these elegant daughters have gone through various experiences, they’ve matured into beautiful women and now aim to share that liberated charm as well” (broadcast writer).

The situation for freelance announcers today is said to be difficult. Many of the women who were prominent on information variety shows have been replaced by regular station announcers, and more and more weather forecasts are being handled by female newscasters with qualifications as meteorologists. Despite this, Kaito has continued as the regular Monday MC assistant on Gogo Sma since 2017.

“On January 13, during the Coming-of-Age Day special episode of Gogo Sma, MC Ryoji Ishii shared an episode about Kaito. He revealed that she passed the audition by introducing herself as ‘a child who loves Fuji TV.’ They also showed a picture of her from when she was 20, and she was exceptionally cute. But her shy smile was truly charming. Initially, Gogo Sma had a lineup of freelance announcers like Mio Nemoto (45) and Noriko Baba (50), but now, on all days except Mondays when Kaito appears, the assistant roles are filled by station announcers from CBC, such as Eriko Furukawa (40).

Given budget concerns, it would make sense to replace her with a station announcer on Mondays, yet Kaito is the only one who has remained. What’s more, she used to appear every other week, but now she appears every week, which is clear proof of her popularity” (previously cited broadcast writer).

Even the older generation has become fans

Kaito is currently the host of horse racing programs such as “BS Eleven Horse Racing Live” and “Umanavi! Eleven” and other horse racing programs. Her adorable facial expressions, precise comments, and cool live horse racing broadcasts are gaining fans not only among housewives but also among the generation of older men.

Ai-chan’s cuteness, which has become sexier while maintaining the adorableness that St. Force has promoted, seems to be safe even in her 40s.