Photo: Kodai Ikemitsu

CHAI encourage you to be yourself on their smooth new jam “Donuts Mind If I Do”

Japanese all-female powerhouse quartet CHAI have returned today with the news that they’ve signed to Sub Pop, and will be releasing their debut single for the band in November. Ahead of its physical release though they’ve made the A-side, “Donuts Mind If I Do”, available digitally. They say:

“When you’re feeling vigorous, when you’re feeling sick, You like what you like!  No changing that! Even if what I like is as simple as a donut <3. It’s this type of song!”

Rather than pummel the idea home with pulsating rhythms and sonic directness as we’ve known them to in the past, CHAI take a more laid back and smooth approach on “Donuts Mind If I Do”. It suits them down to the ground and is also the perfect vessel for a song that is essentially like a friendly encouragement of “you do you.” Just as addictive as anything they’ve put out before, “Donuts Mind If I Do” also opens up broad and vibrant new possibilities for where CHAI might head next.

The video, directed by Hideto Hotta, is equally adorable, as it starts with the foursome eating donuts and drinking tea on a hillside, before morphing into older versions of themselves. Check it out below.

CHAI’s new single “Donuts Mind If I Do” b/w “Plastic Love” is due in November via Sub Pop. You can find the band on Twitter, Instagram and Facebook.