When You Like Kawaii Stuff and Games but Not Anime

When You Like Kawaii Stuff and Games but Not Anime

Japanese culture of cuteness

Kawaii (Japanese: かわいい or 可愛い, IPA: [kawaiꜜi] ; 'lovely', 'loveable', 'beautiful', or 'ambrosial') ^[1] is the culture of cuteness in Nippon. ^{[2] [3] [4]} Information technology tin refer to items, humans and non-humans that are charming, vulnerable, shy and childlike. ^[2] Examples include beautiful handwriting, certain genres of manga, and characters including Hello Kitty and Pikachu. ^{[5] [six]}

The cuteness culture, or kawaii aesthetic, has go a prominent attribute of Japanese popular culture, entertainment, article of clothing, nutrient, toys, personal appearance, and mannerisms. ^[vii]

Etymology [ edit ]

The word kawaii originally derives from the phrase 顔映し kao hayushi, which literally means "(1'south) confront (is) aglow," normally used to refer to flushing or blushing of the face. The second morpheme is cognate with -bayu in mabayui (眩い, 目映い, or 目映ゆい) "dazzling, glaring, blinding, too bright; dazzlingly beautiful" (ma- is from 目 me "eye") and -hayu in omohayui (面映い or 面映ゆい) "embarrassed/embarrassing, bad-mannered, feeling cocky-conscious/making one feel self-conscious" (omo- is from 面 omo, an archaic give-and-take for "face, looks, features; surface; image, semblance, vestige"). Over time, the meaning changed into the modern meaning of "cute" or "shine" , and the pronunciation inverse to かわゆい kawayui and so to the mod かわいい kawaii. ^{[8] [9] [ten]} It is commonly written in hiragana, かわいい , just the ateji, 可愛い , has also been used. The kanji in the ateji literally translates to "able to love/be loved, tin can/may love, lovable."

History [ edit ]

Original definition [ edit ]

Kogal girl, identified by her shortened skirt. The soft bag and teddy bear that she carries are part of kawaii.

The original definition of kawaii came from Lady Murasaki'south 11th century novel The Tale of Genji , where it referred to pitiable qualities. ^[11] During the Shogunate menstruation^{[ when? ]} under the ideology of neo-Confucianism, women came to exist included under the term kawaii equally the perception of women beingness animalistic was replaced with the conception of women as docile. ^[11] Even so, the before meaning survives into the mod Standard Japanese adjectival noun かわいそう kawaisō (often written with ateji equally 可哀相 or 可哀想) "piteous, pitiable, arousing compassion, poor, pitiful, sorry" (etymologically from 顔映様 "face / projecting, reflecting, or transmitting light, flushing, blushing / seeming, appearance"). Forms of kawaii and its derivatives kawaisō and kawairashii (with the suffix -rashii "-like, -ly") are used in mod dialects to mean "embarrassing/embarrassed, shameful/aback" or "adept, nice, fine, excellent, superb, splendid, admirable" in addition to the standard meanings of "adorable" and "pitiable."

Cute handwriting [ edit ]

In the 1970s, the popularity of the kawaii artful inspired a way of writing. ^[12] Many teenage girls participated in this style; the handwriting was made by writing laterally, often while using mechanical pencils. ^[12] These pencils produced very fine lines, as opposed to traditional Japanese writing that varied in thickness and was vertical. ^[12] The girls would too write in big, round characters and they added trivial pictures to their writing, such as hearts, stars, emoticon faces, and letters of the Latin alphabet. ^[12]

These pictures made the writing very difficult to read. ^[12] As a result, this writing style caused a lot of controversy and was banned in many schools. ^[12] During the 1980s, however, this new "cute" writing was adopted by magazines and comics and was oft put onto packaging and advertising ^[12] of products, particularly toys for children or "cute accessories".

From 1984 to 1986, Kazuma Yamane ( 山根一眞 , Yamane Kazuma ) studied the development of the cute handwriting (which he called Anomalous Female Teenage Handwriting) in depth. ^[12] This type of cute Japanese handwriting has also been chosen: marui ji ( 丸い 字 ), meaning "round writing", koneko ji ( 小猫字 ), meaning "kitten writing", manga ji ( 漫画字 ), meaning "comic writing", and burikko ji ( 鰤 子字 ), meaning "fake-child writing". ^[thirteen] Although it was commonly thought that the writing style was something that teenagers had picked up from comics, Kazuma found that teenagers had come up with the style themselves, spontaneously, as an 'cloak-and-dagger trend'. His conclusion was based on an ascertainment that cute handwriting predates the availability of technical means for producing rounded writing in comics. ^[12]

Cute trade [ edit ]

Tomoyuki Sugiyama ( 杉山奉文 , Sugiyama Tomoyuki ), writer of Cool Japan, says cute fashion in Japan tin be traced back to the Edo period with the popularity of netsuke. ^[fourteen] Illustrator Rune Naito, who produced illustrations of "large-headed" (nitōshin) baby-faced girls and cartoon animals for Japanese girls' magazines from the 1950s to the 1970s, is credited with pioneering what would become the civilization and aesthetic of kawaii. ^[15]

Considering of this growing trend, companies such every bit Sanrio came out with merchandise like How-do-you-do Kitty. Howdy Kitty was an immediate success and the obsession with cute continued to progress in other areas too. More recently, Sanrio has released kawaii characters with deeper personalities that appeal to an older audience, such as Gudetama and Aggretsuko. These characters have enjoyed stiff popularity as fans are fatigued to their unique quirks in improver to their beautiful aesthetics. ^[16] The 1980s also saw the rise of cute idols, such equally Seiko Matsuda, who is largely credited with popularizing the trend. Women began to emulate Seiko Matsuda and her beautiful fashion way and mannerisms, which emphasized the helplessness and innocence of young girls. ^[17] The market for cute merchandise in Japan used to be driven by Japanese girls between 15 and 18 years sometime. ^[18]

Aesthetics [ edit ]

Soichi Masubuchi ( 増淵宗一 , Masubuchi Sōichi ), in his piece of work Kawaii Syndrome, claims "beautiful" and "nifty" accept taken precedence over the one-time Japanese aesthetics of "beautiful" and "refined". ^[11] As a cultural phenomenon, cuteness is increasingly accepted in Japan as a office of Japanese civilisation and national identity. Tomoyuki Sugiyama ( 杉山奉文 , Sugiyama Tomoyuki ), author of Absurd Japan , believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita ( 栗田経惟 , Kurita Nobuyoshi ), 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. ^[xix]

Gender operation [ edit ]

Japanese women who feign kawaii behaviors (e.g., high-pitched vocalization, squealing giggles ^[xx] ) that could be viewed as forced or inauthentic are called burikko and this is considered a gender performance. ^[21] The neologism developed in the 1980s, perhaps originated by comedian Kuniko Yamada ( 山田邦子 , Yamada Kuniko ). ^[21]

Concrete attractiveness [ edit ]

In Nippon, beingness cute is acceptable for both men and women. A trend existed of men shaving their legs to mimic the neotenic look. Japanese women often effort to act cute to attract men. ^[22] A report by Kanebo, a cosmetic company, establish that Japanese women in their 20s and 30s favored the "cute look" with a "childish round face". ^[14] Women as well employ a look of innocence in order to further play out this idea of cuteness. Having large optics is 1 aspect that exemplifies innocence; therefore many Japanese women endeavor to alter the size of their eyes. To create this illusion, women may wear large contact lenses, imitation eyelashes, dramatic middle makeup, and even accept an East Asian blepharoplasty, normally known equally double eyelid surgery. ^[23]

Idols [ edit ]

Japanese idols ( アイドル , aidoru ) are media personalities in their teens and twenties who are considered peculiarly attractive or cute and who will, for a period ranging from several months to a few years, regularly appear in the mass media, e.g. every bit singers for popular groups, bit-part actors, TV personalities ( tarento ), models in photo spreads published in magazines, advertisements, etc. (Simply not every young celebrity is considered an idol. Immature celebrities who wish to cultivate a rebellious prototype, such every bit many rock musicians, reject the "idol" label.) Speed, Morn Musume, AKB48, and Momoiro Clover Z are examples of popular idol groups in Nihon during the 2000s & 2010s. ^[24]

Cute fashion [ edit ]

Lolita [ edit ]

Lolita style is a very well-known and recognizable style in Japan. Based on Victorian mode and the Rococo period, girls mix in their ain elements along with gothic mode to attain the porcelain-doll expect. ^[25] The girls who dress in Lolita style try to look cute, innocent, and cute. ^[25] This look is achieved with lace, ribbons, bows, ruffles, bloomers, aprons, and ruffled petticoats. Parasols, chunky Mary Jane heels, and Bo Peep collars are also very pop. ^[26]

Sweet Lolita is a subset of Lolita fashion that includes fifty-fifty more ribbons, bows, and lace, and is often fabricated out of pastels and other low-cal colors. Caput-dresses such as behemothic bows or bonnets are likewise very common, while lighter make-upwards is sometimes used to attain a more natural look. Curled hair extensions, sometimes accompanied by eyelash extensions, are also popular in helping with the infant doll look. ^[27] Another subset of Lolita fashion related to "sweet Lolita" is Fairy Kei.

Themes such as fruits, flowers and sweets are often used every bit patterns on the fabrics used for dresses. Purses oftentimes get with the themes and are shaped every bit hearts, strawberries, or stuffed animals. Babe, the Stars Polish Vivid is one of the more than popular clothing stores for this style and often carries themes. Mannerisms are also of import to many Sweet Lolitas. Sweet Lolita is sometimes non merely a fashion, simply too a lifestyle. ^[27] This is evident in the 2004 film Kamikaze Girls where the main Lolita character, Momoko, drinks simply tea and eats simply sweets. ^[28]

Gothic Lolita, Kuro Lolita, Shiro Lolita, and War machine Lolita are all subtypes, also, in the Us Anime Convention scene Casual Lolita.

Decora [ edit ]

Case of Decora fashion

Decora is a style that is characterized by wearing many "decorations" on oneself. It is considered to be cocky-ornamentation. The goal of this manner is to go as vibrant and characterized as possible. People who take function in this manner trend vesture accessories such equally multicolor hair pins, bracelets, rings, necklaces, etc. Past adding on multiple layers of accessories on an outfit, the mode tendency tends to accept a childlike appearance. It too includes toys and multicolor clothes. Decora and Fairy Kei accept some crossover.

Kawaii men [ edit ]

Although typically a female person-dominated manner, some men partake in the kawaii trend. They transform themselves into women—specifically kawaii women—past wearing wigs, false eyelashes, applying makeup, and wearing kawaii female wearable. ^[29] This is seen predominately in male entertainers, such as Torideta-san, a DJ who transforms himself into a kawaii adult female when working at his nightclub. ^[29]

Japanese pop stars and actors often accept longer pilus, such as Takuya Kimura of SMAP. Men are also noted as frequently aspiring to a neotenic look. While it doesn't quite fit the exact specifications of what cuteness means for females, men are certainly influenced by the same societal mores - to exist attractive in a specific sort of mode that the lodge finds acceptable. ^[30] In this fashion both Japanese men and women conform to the expectations of Kawaii in some fashion or another.

Products [ edit ]

The concept of kawaii has had an influence on a variety of products, including candy, such as Hi-Chew, Koala'south March and How-do-you-do Panda. Cuteness tin can exist added to products past adding cute features, such as hearts, flowers, stars and rainbows. Cute elements can be found almost everywhere in Japan, from big business to corner markets and national authorities, ward, and town offices. ^{[22] [31]} Many companies, large and small, utilize beautiful mascots to present their wares and services to the public. For example:

• Pikachu, a character from Pokémon, adorns the side of ten ANA passenger jets, the Pokémon Jets.
• Asahi Bank used Miffy (Nijntje), a character from a Dutch serial of children's picture books, on some of its ATM and credit cards.
• The prefectures of Japan, as well every bit many cities and cultural institutions, accept beautiful mascot characters known every bit yuru-chara to promote tourism. Kumamon, the Kumamoto Prefecture mascot, and Hikonyan, the city of Hikone mascot, are among the well-nigh pop. ^[32]
• The Japan Postal service "Yū-Pack" mascot is a stylized mailbox; ^[33] they as well use other cute mascot characters to promote their various services (among them the Postal Savings Bank) and accept used many such on postage stamp stamps.
• Some constabulary forces in Japan have their own moe mascots, which sometimes beautify the front of kōban (law boxes).
• NHK, the public broadcaster, has its own beautiful mascots. Domokun, the unique-looking and widely recognized NHK mascot, was introduced in 1998 and quickly took on a life of its own, appearing in Internet memes and fan art around the world.
• Sanrio, the company behind Hello Kitty and other similarly cute characters, runs the Sanrio Puroland theme park in Tokyo, and painted on some EVA Air Airbus A330 jets every bit well. Sanrio's line of more than fifty characters takes in more than $1 billion a year and it remains the most successful company to capitalize on the beautiful trend. ^[31]

Cute tin can exist too used to describe a specific fashion sense ^{[34] [35]} of an individual, and more often than not includes vesture that appears to be made for young children, apart from the size, or wearable 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. ^[31]

Not-kawaii imports [ edit ]

Kawaii goods outlet in 100 yen shop

There accept been occasions on which popular Western products failed to meet the expectations of kawaii, and thus did not do well in the Japanese market. For example, Cabbage Patch Kids dolls did non sell well in Nippon, because the Japanese considered their facial features to be "ugly" and "grotesque" compared to the flatter and most featureless faces of characters such equally Hullo Kitty. ^[11] Also, the doll Barbie, portraying an adult woman, did non become successful in Nippon compared to Takara's Licca, a doll that was modeled after an eleven-twelvemonth-old girl. ^[11]

Industry [ edit ]

Kawaii has gradually gone from a small-scale subculture in Japan to an important office of Japanese modernistic civilisation equally a whole. An overwhelming number of mod items characteristic kawaii themes, not just in Japan but also worldwide. ^[36] And characters associated with kawaii are astoundingly popular. "Global cuteness" is reflected in such billion-dollar sellers as Pokémon and Hello Kitty. ^[37] "Fueled by Internet subcultures, Hello Kitty alone has hundreds of entries on eBay, and is selling in more than xxx countries, including Argentine republic, Bahrain, and Taiwan." ^[37]

Nippon has become a powerhouse in the kawaii manufacture and images of Doraemon, Hi Kitty, Pikachu, Sailor Moon and Hamtaro are pop in mobile telephone accessories. All the same, Professor Tian Shenliang says that Nihon's hereafter is dependent on how much of an impact kawaii brings to humanity. ^[38]

The Japanese Foreign Ministry has also recognized the power of beautiful merchandise and has sent iii 18-year-quondam women overseas in the hopes of spreading Japanese culture around the earth. The women dress in uniforms and maid costumes that are commonplace in Japan. ^[39]

Kawaii manga and magazines have brought tremendous profit to the Japanese printing industry.^{[ commendation needed ]} Moreover, the worldwide revenue from the figurer game and its merchandising peripherals are closing in on $5 billion, according to a Nintendo press release titled "It's a Pokémon Planet". ^[37]

Influence upon other cultures [ edit ]

Kawaii keychain accessory attached to a pink western (early model) smartphone

In recent years, Kawaii products have gained popularity beyond the borders of Nippon in other E and Southeast Asian countries, and are additionally becoming more popular in the Usa among anime and manga fans equally well as others influenced by Japanese culture. Cute merchandise and products are especially popular in other parts of East Asia, such equally mainland China, Hong Kong, Macau, Taiwan and South korea, every bit well equally Southeast Asian countries including the Philippines, Singapore, Thailand, and Vietnam. ^{[31] [40]}

Sebastian Masuda, owner of vi%DOKIDOKI and a global advocate for kawaii influence, takes the quality from Harajuku to Western markets in his stores and artwork. The underlying belief of this Japanese designer is that "kawaii" really saves the world. ^[41] The infusion of kawaii into other world markets and cultures is achieved past introducing kawaii via modern fine art; audio, visual, and written media; and the fashion trends of Japanese youth, especially in high school girls. ^[42]

Japanese kawaii seemingly operates every bit a heart of global popularity due to its clan with making cultural productions and consumer products "cute". This mindset pursues a global market place, ^[43] giving rise to numerous applications and interpretations in other cultures.

The dissemination of Japanese youth mode and "kawaii culture" is usually associated with the Western gild and trends set past designers borrowed or taken from Nippon. ^[42] With the emergence of China, S Korea and Singapore every bit global economic centers, the Kawaii merchandise and product popularity has shifted back to the Eastward. In these East Asian and Southeast Asian markets, the kawaii concept takes on various forms and dissimilar types of presentation depending on the target audience.

In Eastern asia and Southeast Asia [ edit ]

Taiwanese civilisation, the government in item, has embraced and elevated kawaii to a new level of social consciousness. The introduction of the A-Bian doll was seen every bit the development of a symbol to accelerate democracy and assist in constructing a collective imagination and national identity for Taiwanese people. The A-Bian dolls are kawaii likeness of sports figure, famous individuals, and at present political figures that use kawaii images as a ways of self-promotion and potential votes. ^[44] The creation of the A-Bian doll has allowed Taiwanese President Chen Shui-bian staffers to create a new civilisation where the "kawaii" epitome of a political leader can exist used to mobilize back up and proceeds election votes. ^[45]

Japanese popular "kawaii culture" has had an effect on Singaporean youth. The emergence of Japanese culture tin be traced back to the mid-1980s when Japan became 1 of the economical powers in the world. Kawaii has developed from a few children'south television receiver shows to an Internet sensation. ^[46] Japanese media is used so abundantly in Singapore that youths are more probable to imitate the way of their Japanese idols, learn the Japanese language, and go on purchasing Japanese oriented merchandise. ^[47]

The Eastward Asian countries of mainland China, Hong Kong, Taiwan and South Korea, as well as the Southeast Asian land of Thailand either produce kawaii items for international consumption or have websites that cater for kawaii as function of the youth civilization in their land. Kawaii has taken on a life of its own, spawning the formation of kawaii websites, kawaii home pages, kawaii browser themes and finally, kawaii social networking pages. While Japan is the origin and Mecca of all things kawaii, artists and businesses effectually the world are imitating the kawaii theme. ^[48]

Kawaii has truly become "greater" than itself. The interconnectedness of today'due south globe via the Internet has taken kawaii to new heights of exposure and acceptance, producing a kawaii "movement". ^[48]

The Kawaii concept has go something of a global phenomenon. The artful cuteness of Japan is very appealing to people globally. The broad popularity of Japanese kawaii is often credited with it existence "culturally odorless". The elimination of exoticism and national branding has helped kawaii to accomplish numerous target audiences and span every civilization, grade, and gender group. ^[49] The palatable characteristics of kawaii accept made information technology a global hit, resulting in Japan'due south global image shifting from existence known for austere rock gardens to existence known for "cute-worship". ^[14]

In 2014, the Collins English Dictionary in the United kingdom of great britain and northern ireland entered "kawaii" into its and so latest edition, defining information technology equally a "Japanese creative and cultural style that emphasizes the quality of cuteness, using brilliant colours and characters with a artless appearance". ^[50]

Controversy [ edit ]

In his volume The Power of Cute, Simon May talks about the 180 degree plow in Nihon'due south history, from the violence of war to kawaii starting effectually the 1970s, in the works of artists like Takashi Murakami, amongst others. By 1992, kawaii was seen every bit "the most widely used, widely loved, habitual word in modern living Japanese." ^[51] Since then, there has been some controversy surrounding the term kawaii and the expectations of it in Japanese culture. Natalia Konstantinovskaia, in her commodity "Being Kawaii in Japan", says that based on the increasing ratio of young Japanese girls that view themselves every bit kawaii, in that location is a possibility that "from early on childhood, Japanese people are socialized into the expectation that women must exist kawaii." ^[52] The thought of kawaii tin can be tricky to balance - if a woman'southward interpretation of kawaii seems to have gone too far, she is then labeled as buriko, "a woman who plays bogus innocence." ^[52] In the article "Embodied Kawaii: Girls' voices in J-pop", the authors make the statement that female J-pop singers are expected to be recognizable by their outfits, voice, and mannerisms equally kawaii - immature and cute. Whatever woman who becomes a J-popular icon must stay kawaii, or keep her girlishness, rather than being perceived as a woman, fifty-fifty if she is over eighteen. ^[53]

See also [ edit ]

Wikiquote has quotations related to: Kawaii

• Aegyo
• Army camp (style)
• Chibi (slang)
• Culture of Nihon
• Ingénue
• Kawaii metal, Kawaii bass (Music genre)
• Moe
• Yuru-chara

References [ edit ]

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Further reading [ edit ]

• Harris, Daniel (2001). Beautiful, quaint, hungry, and romantic: the aesthetics of consumerism. Boston, Massachusetts: Da Capo. ISBN 9780306810473 .
• Brehm, Margrit, ed. (2002). The Japanese experience: inevitable. Ostfildern-Ruit, Germany New York, New York: Hatje Cantz; Distributed Art Publishers. ISBN 9783775712545 .
• Cross, Gary (2004). The cute and the absurd: wondrous innocence and modern American children'southward culture. Oxford New York: Oxford University Printing. ISBN 9780195156669 .
• Carpi, Giancarlo (2012). Gabriels and the Italian cute nymphet. Milan: Mazzotta. ISBN 9788820229932 .
• Nittono, Hiroshi; Fukushima, Michiko; Yano, Akihiro; Moriya, Hiroki (September 2012). "The power of kawaii: viewing cute images promotes a careful behavior and narrows attentional focus". PLOS One . vii (9): e46362. Bibcode:2012PLoSO...746362N. doi: 10.1371/periodical.pone.0046362 . PMC 3458879 . PMID23050022.
• Asano-Cavanagh, Yuko (Oct 2014). "Linguistic manifestation of gender reinforcement through the apply of the Japanese term kawaii". Gender and Linguistic communication . 8 (three): 341–359. doi:x.1558/genl.v8i3.341.
• Ohkura, Michiko (2022). Kawaii Engineering. Singapore: Springer. ISBN 9789811379642 .

When You Like Kawaii Stuff and Games but Not Anime

Source: https://en.wikipedia.org/wiki/Kawaii