What made Jirai so popular lately?

hello, I am from Japan and I have been following Jirai since just about it first was a thing, I discovered it through clothing brands (I've loved Liz Lisa for a long time!) and really liked the cute clothes, so I don't really consider myself part of the community or a Jirai woman, but I love all the cute girls and my friends that do so! The past couple of months suddenly I have seen jirai EVERYWHERE (and I know I am a bit more exposed to it here) but I don't use social media much so I feel like I missed something big. It's hard to keep up now with the trends, things go so quickly now. I don't think it's a bad thing, but when something grows, we should try to get along and not be upset with each other （；＿；）