How are two contrasting/overlapping values – beauty and s

trength – playing out through the process of co-creation of visual repertoire on Instagram? While white women don't hesitate to expose their body curves in tight fit sportswear hashtagging #strength, East Asian women tend to post their face close-up of makeup or effects with #beauty, highlighting traditional obedient femininity. Exploring data from the search of value keywords on Instagram that show a clear difference in the ways in which women in two cultures visualize #strength and #beauty, this paper investigates the remnant or persistence of what second-wave feminists had fought for, i.e., patriarchy, gender-stereotypes in Japan.