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Whereas in previous years an idol kept up her idol image until she chose to retire or was simply too old to continue being a credible idol, in recent years several ex-idols have successfully matured from being an idol to becoming full-fledged actresses, singers or musicians who are respected for their craft instead of (or in addition to) being admired for their looks and image. The culture of Japanese idols has changed over the years and it is questionable whether past idols would have the same amount of success if given the same opportunity today. In the 1970s, idols had an aura of mystique that left much of their lifestyles secret.

A new genre of idols called Net Idols became known in the late 1990s, only appearing on websites. In the mid-1990s, idols became much younger than before, and groups of idols like Speed and Morning Musume became prominent.Meanwhile, gurabia aidoru such as Yoko Matsugane, Rio Natsume and Eiko Koike have largely appeared skimpily clad in "cheesecake" photographs. A diversification occurred in the 1990s and instead of few idols vying for popularity, a number of idols with specific characteristics divided the market. In 1997 there appeared Kyoko Date, the first "cyber idol" or "virtual idol". Kyoko Date has a fabricated history and statistics and her own songs.