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Yaoi was a popular "underground" Manga movement about 20 years ago that entered the main stream Manga market around the millenium. It was wildly popular among JHS and HS girls who could be seen reading them (and giggling) on commuter trains and subways. Since entering main stream (i.e. available in regular book stores and conveninece outlets) they have seen a gradual decline in interest. Younger girls today are into Pon pon kyamu kyamu (can't even begin to explain it, look it up on Youtube if you're interested). Japanophile young girls in the west is the new market for Yaoi.
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