Buc-ee's and pop idols: Tokyo Joshi Pro Wrestling combined combat and cuteness at SXSW

As two Japanese women dressed as Buc-ee's beavers head-butted at the center of a 16-by-16 ring Wednesday evening, Palmer Event Center’s once-lukewarm crowd began a furious chant.

“Beaver fight! Beaver fight!” they screamed. 

Japanese all-female pro-wrestling, known as “joshi” for short, had enraptured the audience. The women of Tokyo Joshi Pro Wrestling, making their first-ever stop in Austin during the South by Southwest Conference and Festival, displayed charisma, athleticism and unadulterated joy, putting on an unforgettable show.

In Japan, female wrestlers are as popular as men

The origins of joshi trace back to the 1940s, according to Tokyo Story USA’s website. Sadako Igari, who made her debut in 1948, is considered Japan’s first female wrestler. 

Tokyo Story USA President and Chief Operating Officer Nicholas Ton said that in wrestling, Japan is the only country he knows where women and men are equally popular. People enjoy wrestling most when the performers buy into their role, and on Wednesday night, they showed a complete commitment to their craft.

“What makes a great wrestler is just the determination,” Ton said. “The determination to learn character work, the techniques to make things look more flawless.”

Each cast member embodied a different character with distinct traits. In the second bout of the day, Hyper Misao rode into the arena on a bike wearing green tights, a cape and an eye mask. She faced the silent Sakura Hattori, clad in ninja-like gear, emitting a cool and ominous aura. 

Misao took a microphone, proudly proclaiming her dedication to justice. She pointed at Hattori. 

“You evil!” Misao declared, kicking her opponent in the stomach. The ensuing match included an aerosol can, Misao running Hattori over with her bike, innumerable hand signs for jutsu and acrobatic takedowns. 

The ninja emerged victorious over the hero, who lay on the ground despondent, surely reflecting on how she failed justice.

Japanese idol culture feeds wrestling's popularity

Ton also said that Japanese idol culture likely contributes to the popularity of joshi. Although they were sparse, a few audience members could be seen holding glow sticks — a common way to show support for an artist. The final card between the tag team of Miu Watanabe/Suzume and Mizuki/Uta Takami was a prime example of joshi's dedication to combat and Japanese pop culture.

Watanabe, clad in pink boots and tights, showed why she is the reigning Princess of Princess Champion. One moment, she flashed a cutesy smile and peace signs to an adoring crowd. The next, she heaved both opponents over her shoulders and slammed them into the mat, eliciting shocked gasps from fans.

Ton doesn't deny that wrestling follows a storyline. But make no mistake, the damage the performers take is real. 

"You can learn to fall, but you're still falling," Ton said. "If you're getting thrown somewhere, you're still getting thrown."

Ton said he can't believe how long some of the women have wrestled. Miu Yamashita, for instance, debuted in 2013 and was the first-ever Princess of Princess Champion. She took on Shoko Nakajima a day after her 31st birthday, and in a matchup of heavy hitters, the former champion came out on top.

TJPW will stop in Houston and Dallas for the rest of its Texas Stampede tour. Although there's no guarantee the event will return to Austin, the fans who witnessed joshi saw the spectacle at its peak.