User:Nihonjoe/Kawaii
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- This article is about the Japanese word and its place in Japanese culture. For the mascot Kawaii of the same name see Kat Desktop Search Environment
Kawaii (可愛い /ka.w̜a.ii/) is a Japanese term which translates to cute or adorable. The term is subjective and can be used to describe anything an individual considers cute, including attractive women. While the word can be used to describe young men or boys (especially in reference to their personalities), young men are more likely to be described as kakko-ii, meaning "good looking" or "cool".
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[edit] Kawaii is everywhere
Elements of "kawaii" can be found almost everywhere in Japan, from big business to corner markets, national government to ward and town offices.1,2 Many companies, large and small, use cute mascots to present their wares and services to the public. For example:
- Pikachu, a character from Pokémon, adorns the side of three All Nippon Airways passenger jets
- Asahi Bank uses Miffy, a character created by Sanrio, on some of its ATM cards
- Monkichi, a cute monkey character, can be found on the packaging for one line of condoms
- All 47 prefectures have kawaii mascot characters
- The "Yū-Pack" mascot is a stylized mailbox. 3
Kawaii merchandise is extremely popular in Japan. The two largest manufacturers of such merchandise are Sanrio (manufacturers of "Hello Kitty") and San-X. This character merchandise is a hit with Japanese children and adults alike. 4,10
Kawaii can be also used to describe fashion 5,9. Kawaii fashion generally features clothing that appears to be made for young children, outside of the size. Ruffles and pastel colors are commonly featured, and accessories often include toys or bags featuring cartoon characters.1 As with all fashion fads, however, the exact definition of what is and is not kawaii shifts over time. What is considered kawaii this year may not necessarily be considered as such next year.
[edit] Appearances in other cultures
Kawaii merchandise and other kawaii products are popular in other parts of Asia, including China, Taiwan, and Korea.1,6 Initially, the English usage of the term kawaii was restricted almost entirely to fans of Japanese pop culture such as the manga and anime fans. Recent usage of the term in Gwen Stefani's Harajuku Girls music video7, as well as mention in a list of words8 considered neologisms by current and former undergraduate students at Rice University, indicates the word is becoming more well known in popular English-language culture.
[edit] See also
[edit] References
[edit] Footnotes
- Note 1: Wired: article on "Cute Inc."
- Note 2: Business Week: In Japan, Cute Conquers All
- Note 3: Japan Post site showing mailbox mascot
- Note 4: Kawaii or cute Japanese products
- Note 5: The New Yorker FACT: SHOPPING REBELLION: What the kids want
- Note 6: Cute is cool in Japan
- Note 7: Salon.com: Gwen Stefani neuters Japanese street fashion to create spring's must-have accessory: Giggling geisha!
- Note 8: The Rice University Neologisms Database: K
- Note 9: Time Asia: Arts: Kwest For Kawaii
- Note 10: SFGate Asian Pop: How Hello Kitty Came to Rule the World
[edit] Other online references
- Asia Times: The cat who turned kawaii into cash (book review)
- Backwash.com: Grrl Wanders
- Chanpon: Hello Kitty has no mouth
- The FRUiTS of Japanese Fashion: Reading Resistance on the Streets of Harajuku
- International Herald Tribune: Tokyo's fantasy cafés
- New York Times: The Cute Factor
- Sociologist Sharon Kinsella's analysis of the origins of kawaii
- Taipei Times: How 'kawaii'!
- Time Asia: Young Japan: She's a material girl
- UCLA: Anime's 'Transnational Geekdom'
- What is the effect of the Fantabulous Kawaii Gizmos, Wireless Privacy Daemons & Orientalism
[edit] Offline references
Cute but Deadly: Women and Violence in Japanese Comics Kanako SHIOKAWA, Bowling Green State University Popular Press, 1999
