Tokyo a la Mode. Web Magazine for Japanese Fashion and Urban Culture

The Meaning of Kawaii

By Bobby / Sep 01, 2007
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"Kawaii” is used to describe many things.  A puppy with big eyes, a pretty dress, a cartoon drawing.  But can you describe an entire country as “kawaii?”

Pipo-kun, the police mascot

Modern Japanese life is infused with kawaiiness.  From product design to police mascots to girls in maid outfits.  This image is even exported around the world through Pokemon, Hello Kitty and other “soft” products.  This social attitude is a complex matter that goes deep into understanding Japan today.  Artist Takashi Murakami points to the atomic bombings of World War II as the cause of Japan’s childlike state and a damaged national psyche, but his is just one theory.  No doubt cultural anthropologists, artists and other Japan watchers will have plenty to debate about the meaning of kawaii.

Nipponia magazine takes a look at the cute world of kawaii with articles on Hello Kitty, Japanese fashion and cosplay.  Check it out!