The style also saw considerable popularity overseas, where the name Mori Kei began to be used, leading to the creation of various communities on social media and livejournal.
The “Mori Girl” Mixi community reached 35,000 people in 2009, and it caused a big boom that led to the creation of multiple mori kei magazines and brands such as Mori Girl Lesson magazines, Choco's Mori Girl Book, and the popular mori brand Wonder Rocket. The name was chosen by its manager, Choco, after a friend commented on one of her outfits stating 'You look like you are in the forest.' In 2006, a community called 'Mori Girl' was created on the Japanese social network Mixi.
