@JordiGH
Well, so far, it's the same as any other kind of feminism, but with a focus on concerns facing women in Japanese society and its various subcultures.

Also, Japan is a little behind on the public discourse, so there's also a lot of trying to get average Joes (er, average Jōtarōs?) to recognize double standards for what they are.

@A_Noyd Is there some distrust of the ideas of feminism, as if it is just another of those crazy Western inventions?

@JordiGH
All I've seen so far are the same sort of reactions that you get with feminism anywhere: guys whining about being expected to do better. There might be some "foreign influence" type complaints out there, but Japanese traditionalism (and the patriarchy inherent in it) isn't anti-Western.