Kayako is the white-faced, wide-eyed antagonist of classic Japanese horror movie Ju-on (The Grudge), a malevolent spirit of a murdered woman who kills everyone who steps into her house. She is also — according to her Instagram account — a devoted mother to her similarly ghostly son Toshio and a social media fan. A series of filtered pictures show the pair posing in parks, at the breakfast table, and in the garden, each with the same caption — "aaah... aaah... aaah..." — famously the only thing the dead Kayako can say.
The account was created to promote the upcoming Sadako vs. Kayako movie, a semi-comedy horror that promises to pit two titans of J-horror against each other. In one corner, Sadako, the well-dwelling girl from The Ring; in the other Kayako, along with her black-eyed son Toshio. Kayako's got numbers on her side, but Sadako's the real horror OG, the lank-haired originator of the spooky ghost girl trend that still persists in Japanese — and western — horror movies to this day.
In the years since The Ring's release, Sadako's become something of a national institution in Japan. In Osaka's Universal Studios Japan, for example, she's wheeled into the park on Halloween, "haunting" rides with regular appearances, appearing during Jurassic Park and Jaws attractions to terrify audiences expecting to see dinosaurs or giant sharks. But Kayako's Instagram, with its pictures of ghosts enjoying cherry blossom viewing picnics and spring walks, might help win support for Ju-on's undead duo before Sadako vs. Kayako arrives — it's the epitome of kowakawaii, a neologism that combines the Japanese words for "scary" and "cute."