Cuteness in Japanese Culture

Aka Kawaii CultureBy Group 2

Kawaii in Japanese literally means lovable, cute or adorable.

Since the 70’s, “cuteness” or Kawaii has become a prominent aspect of Japanese popular culture.

What is Kawaii?

Popular culture includes entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.

Women and men alike act “cute” which is totally acceptable and expected in their culture.

Japanese Popular Culture

During the Shogunate period, women came to be described as Kawaii as the perception of women from being animalistic became replaced with the conception of women as docile.

Kawaii also emerged and developed in teenage girls’ handwriting and fashion.

In History

Because of the growing cute trend, Sanrio released Hello Kitty which became wildly popular.

Currently, Sanrio’s line of over 50 characters takes in more than $1 billion a year and it remains the most successful company to capitalize on the cute trend.

Sanrio

PIKACHU

Popular Cute Characters

Hello Kitty

Tarepanda

Rilakkuma Bear

Doraemon

As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of their culture and national identity.

Tomoyuki Sugiyama 杉山奉文 author of “Cool Japan”, believes that “cuteness” is rooted in Japan’s harmony-loving culture, and Nobuyoshi Kurita 栗田経惟 , a sociology professor at Musashi University in Tokyo, has stated that “cute” is a “magic term” that encompasses everything that is acceptable and desirable in Japan.

Perception in Japan

Thank you for listening!

Sources: www.en.wikipedia.orgGoogle images