Lofi Girl is the quintessential icon of contemporary pop culture. She’s a celebrity but also mysterious and anonymous at the same time. Tracing her roots to the values and aesthetics of past generations, the ubiquitous girl caught the emotions of the youth on a simple basis: it’s ok to lose, but it’s not ok to give up. Thus, it opens the door to a closer inspection of the nature of western society. The Lofi movement has repeatedly fought over internet conventions and traditional branding strategies to build a safe, interactive environment. As a result, the bond within the fanbase is impressive: young people trust the community with their secrets and passions, supporting each other to be the best versions of themselves.