Thank you Lara from WSJ Asia m(_ _)m
Enjoy xxxx
If you’ve ever been to Japan, whether you know it or not, you will have encountered multiple examples of kawaii, the country’s dominant pop-cultural aesthetic.
That bus stop shaped like a watermelon? Kawaii. Adorable police mascots? Kawaii. Harajuku fashionistas with pink tutus and purple bangs, Hello Kitty TV sets, fish cakes that look like pandas, girls in manga with sparkly eyes, construction signs that take the form of frogs? All kawaii.
Kawaii culture has many guises, but what exactly is it? If it’s just the Japanese word for “cute,” as it’s usually translated, why not just call it that?
In my book, “Kawaii!: Japan’s Culture of Cute,” I spoke to product designers, manga artists, fashion luminaries, event organizers, scholars and artists who deal in kawaii. One thing they made clear is that contrary to popular belief, kawaii products need to be cute, but not too cute – otherwise they won’t sell.
Conflicting views abound as to what kawaii is and isn’t. In light of this, below are five things about kawaii that go against common misperceptions. I hope they help you look at kawaii in a different light.
1. Kawaii isn’t about perfection
Though kawaii design is usually associated with a roundness of composition, pastel colors and childlike facial proportions, aesthetic perfection is actually undesirable. Kazuhiko Hachiya, the designer of character goods PostPet, points out that if characters are too perfect, consumers greet them suspicion and unease. That explains why his hit kawaii characters, Momo and friends, have asymmetrical poses and aren’t immaculately cute.
2. Kawaii isn’t anything new
Kawaii culture developed largely as a result of the convergence of traditions adapting to modern times, and the appropriation and influence of Western culture, particularly after World War 2. But its roots go even deeper: Many people consider its birth to be the beginning of the Taisho era (1912-1926), when designer Takehisa Yumeji made feminine items specifically marketed toward girls.
3. Kawaii isn’t supposed to be sexy
In the 1990s, with the rise of Harajuku youth fashion and the influence of shojo (girls) manga and illustrators, kawaii became an ideal, something girls wanted to be. Rather than be pretty, sexy or glamorous, Japanese girls prefer to be called kawaii. As an adjective, the word commonly implies that something or someone is cute, sweet, endearing and innocent, but it can be used in a mind-boggling array of ways. In fact, girls in Japan will exclaim “kawaii!” so many times a day, and apply it in so many different contexts – often ironic – that to a foreigner it may seem like their repertoire in vocabulary is somewhat limited!
4. Kawaii isn’t static
While kawaii culture has been around in Japan for roughly a hundred years, it is constantly mutating into new directions, thus retaining its appeal to a fickle consumer demographic. Increasingly, kawaii is teamed with words that might seem like its antithesis: take ero-kawaii (erotic cute), kimo-kawaii (creepy cute) and guro-kawaii (grotesque cute). In the past five years or so, hit products such as Gloomy, a pink homicidal bear often depicted attacking his owner, are the opposite of what we might commonly consider cute.
5. Kawaii isn’t confined to Japan
These days it isn’t just Japanese people that have an all-encompassing love of kawaii: fans of the culture are popping up globally, from the Japan Expo in Paris, HARAJUKU KAWAii!! at London’s HYPER JAPAN event, and San Francisco’s J-Pop Summit Festival. As for whether it will become more than a subculture overseas, we’ll have to wait and see.
Manami Okazaki writes about the more colorful aspects of Japanese contemporary culture. She is the author of five books on Japanese pop culture, including most recently, “Kawaii, the culture of Cute” (Prestel UK).
Follow Scene Asia on Twitter @WSJscene.
