Ryūji Higa, known professionally as Ryuchell, was a Japanese social media personality, model, singer, and activist. In the mid-2010s, Ryuchell gained a social media following through modeling in Harajuku and later became an influential figure in the Japanese genderless fashion subculture. In 2018, Ryuchell also debuted as a singer with their first song, "Hands Up!! If You're Awesome."
In 2022, Ryuchell began advocating for LGBT rights on Japanese television. This, compounded with Ryuchell's announcement that they no longer identified under male gender roles and had divorced, opened them up to scrutiny.