Cuteness in Japanese culture

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Kawaii redirects here. For the manufacturer of musical instruments, see Kawai; for the Hawaiian island, see Kauai.
Promotional sign for Japan Self-Defense Forces auxiliary, with men drawn in a super deformed style.
Promotional sign for Japan Self-Defense Forces auxiliary, with men drawn in a super deformed style.

Since the 1970s, cuteness (可愛さ kawaisa?) has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.[1] Foreign observers often find this cuteness intriguing and sometimes strange because the Japanese employ it in a vast array of situations and demographics where, in other cultures, it would be considered incongruously juvenile or frivolous (for example, in government publications, public service warnings, office environments, military advertisements, and commercial airliners, among many others).

Contents

[edit] Prevalence

An All Nippon Airways Boeing 747 in Pokémon livery.
An All Nippon Airways Boeing 747 in Pokémon livery.

Cute elements can be found almost everywhere in Japan, from big business to corner markets and national government, ward, and town offices.[2][3] Many companies, large and small, use cute mascots to present their wares and services to the public. For example:

Cute merchandise is extremely popular in Japan. The two largest manufacturers of such merchandise are Sanrio (manufacturers of "Hello Kitty") and San-X (manufacturers of "Kogepan", "Nyan Nyan Nyanko" and "Rilakkuma"). This character merchandise is a hit with Japanese children and adults alike.[6][7]

Cute can be also used to describe a specific fashion sense[8][9] of an individual, and generally includes clothing that appears to be made for young children, outside of the size, or clothing that accentuates the cuteness of the individual wearing the clothing. Ruffles and pastel colors are commonly (but not always) featured, and accessories often include toys or bags featuring anime characters.[10]

[edit] Perception in Japan

As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity. Tomoyuki Sugiyama, author of "Cool Japan", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.[11]

On the other hand, those skeptical of cuteness consider it a sign of an infantile mentality.[11] In particular, Hiroto Murasawa, professor of beauty and culture at Osaka Shoin Women’s University asserts that cuteness is "a mentality that breeds non-assertion ... Individuals who choose to stand out get beaten down."[11]

[edit] Influence on other cultures

Cute merchandise and products are especially popular in some parts of east Asia, such as China, Hong Kong, Taiwan and Singapore.[12]

In some Asian and western cultures, the Japanese word for cute (kawaii, 可愛い) has joined a number of other Japanese words borrowed by overseas fans of Japanese pop culture often in the wrong context. While the usage is almost entirely limited to the otaku subculture, it has been used by American singer Gwen Stefani, who gave kawaii a brief mention in her Hollaback Girl music video.[13]

[edit] See also

[edit] References

[edit] Notes

  1. ^ Diana Lee, "Inside Look at Japanese Cute Culture" (September 1, 2005).
  2. ^ See Wired, "Cute Inc." URL accessed April 19, 2006.
  3. ^ See Business Week, "In Japan, Cute Conquers All".
  4. ^ Monkichi condoms. URL accessed September 30, 2006.
  5. ^ See Japan Post site showing mailbox mascot. URL accessed April 19, 2006.
  6. ^ See Kawaii or cute Japanese products. URL accessed April 19, 2006.
  7. ^ See SFGate Asian "Pop: How Hello Kitty Came to Rule the World". URL accessed April 19, 2006.
  8. ^ See The New Yorker "FACT: SHOPPING REBELLION: What the kids want". URL accessed April 19, 2006.
  9. ^ See Time Asia: "Arts: Kwest For Kawaii". URL accessed April 19, 2006.
  10. ^ See Wired: "Cute Inc." URL accessed April 19, 2006.
  11. ^ a b c Quotes and paraphrases from: Yuri Kageyama. "Cuteness a hot-selling commodity in Japan", Associated Press, June 14, 2006. 
  12. ^ See Wired: "Cute Inc." URL accessed April 19, 2006.
  13. ^ See Salon.com: "Gwen Stefani neuters Japanese street fashion to create spring's must-have accessory: Giggling geisha!". URL accessed April 19, 2006.

[edit] Other references

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