Wikipedia
or , is a style of obfuscated ( cant) Japanese writing popular amongst urban Japanese youth.
Like the English phenomenon of SMS language, it is most often used for sending cell phone text messages, but while text is used as a form of informal shorthand, a message typed in gyaru-moji usually requires more characters and effort than the same message typed in plain Japanese. Since writing in gyaru-moji requires extra effort, and due to the perception of confidentiality, sending gyaru-moji messages to a peer is seen as a sign of informality or friendship. The origin of this style is unclear but it has been proposed that magazines targeted at teenage girls first made it popular, and the phenomenon started to gain wider attention in media around 2002.
The style has been met with increasing criticism, as its use continues to expand. Reported instances of girls using the writing in school work, OLs (Office Ladies) adopting the style in the workplace, and gyaru-moji being used in karaoke subtitling, are examples of this. Laura Miller has analyzed gyaru moji as an example of gender resistance.