What fresh misogynist hell is this? Why a new ‘maid’ cafe is causing a ruckus | Arwa Mahdawi

I assumed an establishment where young women dress as maids and perform submissively would be a den of depravity. The truth may be more complicated

Let's play a quick round of a game I just invented called Is This Perverted and Misogynistic Or Is This Fine, Actually? The subject is an eatery in Manchester called Animaid that describes itself as the UK's only maid cafe." What's a maid cafe? Well, if you want to read various academic studies dissecting the phenomenon, they're available on Google - but the quick and dirty version is that they're cafes that feature waitresses dressed up like maids, in exaggerated uniforms, who interact with customers in character, sometimes calling them master". They've been around since the 1990s in Japan and were inspired by dating simulation video games. While they initially catered to male nerds (otaku", as they're known in Japan), they have become more mainstream.

Young women performing exaggerated submissiveness? I mean ... it kinda screams Perverted and Misogynistic to me. And I'm not the only one getting those vibes. The Animaid cafe caused quite a stir online after a local councillor saw its no touching" policy displayed in the window and tweeted: What fresh hell is this in Manchester?" Vigorous discussion ensued and Graham Linehan, once known as the creator of Father Ted and now known for his obsession with transgender people, dubbed it a Hooters for incels". Which, credit where it's due, is a nice turn of phrase. But I've always thought the Hooters for incels was just called Hooters.

Arwa Mahdawi is a Guardian columnist

Do you have an opinion on the issues raised in this article? If you would like to submit a response of up to 300 words by email to be considered for publication in our letters section, please click here.