In the1970s, some young people began to take pleasure in creating Japanese words coined with the suffix ‘-er’. For example, there were readers and contributors of “Bikkuri- house ” magazine, who were called (“ Bikkuri- )houser ”, first by editors, and then even by themselves. In this era, coinages with ‘-er’ were alternatives for labeling the youth by adults or the mass media. In the 1980s, such puns and word-plays were diffused among young people. In the middle of the 1990s, the new words, ‘Chaneller’ and ‘Amuror’, were used by young people and immediately became vogue-words through the mass media. The former meant fans of ‘Chanel’ brand and the latter meant wannabes of ‘Amuro Namie’, who was the singer and dancer most popular with teenage girls at that time. Afterwards, many new coinages have been made by this word formation, ‘brand name +er’ or ‘celebrity’s name +er’. In the end, the genealogy of Japanese coinages with the suffix ‘-er’ resulted in the emergence of fandom following certain brands or modes advocated by celebrities through the mass media.