[mimika]

I don't think the fans just started naming it that way

if you look at the way they name it in their CD covers, in the CD CM's..you can see ayu they always call her ayumi hamasaki..and koda always koda kumi etc etc

maybe it depends on the image they are selling

like ayu..she's starting to become an international star now..that's why they wanna do it in a more westernized manner..so they call her ayumi first

for koda kumi..her fan base is mostly highschool kids in japan..so to relate to them..she does it the traditional japanese way

for hikki...i think since she was bought in US and was bought up there..they are trying to increase her "japanese-ness" to the mass public so they feel they relate to her and her music (afterall, how many japanese were born and grew up in the states speaking english day in and out)...that's why they put her last name first


just my own opinion