From a Word to a Commercial Power : A Brief Introduction to the Kawaii Aesthetic in Contemporary Japan

Lieber-Milo, Shiri; Nittono, Hiroshi

doi:https://doi.org/10.18910/73599

このアイテムのアクセス数:1,951件（2023-03-31 19:02 集計）

このアイテムへのリンクには次のURLをご利用ください: https://doi.org/10.18910/73599

このアイテムへのリンクには次のURLをご利用ください: https://hdl.handle.net/11094/73599

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タイトル	From a Word to a Commercial Power : A Brief Introduction to the Kawaii Aesthetic in Contemporary Japan
著者	著者名 Lieber-Milo, Shiri
著者	NRID 1000020304371 1000020304371 ORCID 0000-0001-5671-609X 0000-0001-5671-609X researchmap permalink hiroshinittono hiroshinittono Scopus Author ID 8131491700 8131491700 著者名 Nittono, Hiroshi
キーワード等	kawaii
	cute
	baby schema
	aesthetic
	Japan
抄録	The term kawaii, commonly translated into English as “cute” and “sweet”, has long been a part of Japanese culture. However, the modern concept of kawaii originates from a subculture associated with young schoolgirls in the 1970s. This conception of kawaii has since passed into the mainstream and can be seen in almost every aspect of Japanese culture: stylistic, visual, artistic, and even governmental. Because kawaii images evoke feelings of caring and nurturance, many private corporations have invested in the creation of cute merchandise that is based on the aesthetic qualities of kawaii/cuteness, such as infantile features, bright colors, and soft textures. This practice has not been limited to private corporations either. Governmental organizations are also making use of kawaii culture to increase the favorability and recognition of the services they provide. The present paper combines a review of the contemporary academic literature on the topic with original survey data in order to introduce the meaning and significance of the word kawaii among Japanese women, its psychological characteristics, and its commercial and governmental applications.
出版者	Israeli Association for Japanese Studies
収録物名	Innovative Research in Japanese Studies
巻(号)	3
ページ	13-32
刊行年月	2019
言語	英語
ハンドルURL	https://hdl.handle.net/11094/73599
DOI	https://doi.org/10.18910/73599
アクセス権	open access
出版タイプ	Accepted Manuscript
カテゴリ	学術雑誌論文 Journal Article

資源タイプ	学術雑誌論文
ローカル資源タイプ	学術雑誌論文
DCMI資源タイプ	text
DCTERMS.bibliographicCitation	Innovative Research in Japanese Studies Journal.3 p.13-p.32
DC.title	From a Word to a Commercial Power : A Brief Introduction to the Kawaii Aesthetic in Contemporary Japan
DC.creator	Lieber-Milo, Shiri
DC.creator	Nittono, Hiroshi
DC.publisher	Israeli Association for Japanese Studies
DC.language' scheme='DCTERMS.RFC1766	英語
DC.type' scheme='DCTERMS.DCMIType	text
DCTERMS.issued' scheme='DCTERMS.W3CDTF	2019
DC.subject	kawaii
	cute
	baby schema
	aesthetic
	Japan
DCTERMS.abstract	The term kawaii, commonly translated into English as “cute” and “sweet”, has long been a part of Japanese culture. However, the modern concept of kawaii originates from a subculture associated with young schoolgirls in the 1970s. This conception of kawaii has since passed into the mainstream and can be seen in almost every aspect of Japanese culture: stylistic, visual, artistic, and even governmental. Because kawaii images evoke feelings of caring and nurturance, many private corporations have invested in the creation of cute merchandise that is based on the aesthetic qualities of kawaii/cuteness, such as infantile features, bright colors, and soft textures. This practice has not been limited to private corporations either. Governmental organizations are also making use of kawaii culture to increase the favorability and recognition of the services they provide. The present paper combines a review of the contemporary academic literature on the topic with original survey data in order to introduce the meaning and significance of the word kawaii among Japanese women, its psychological characteristics, and its commercial and governmental applications.
DC.identifier	10.18910/73599
DC.format	application/pdf
citation_doi	https://doi.org/10.18910/73599
citation_title	From a Word to a Commercial Power : A Brief Introduction to the Kawaii Aesthetic in Contemporary Japan
citation_author	Lieber-Milo, Shiri
citation_author	Nittono, Hiroshi
citation_publisher	Israeli Association for Japanese Studies
citation_language	英語
citation_date	2019
citation_journal_title	Innovative Research in Japanese Studies
citation_volume	3
citation_firstpage	13
citation_lastpage	32
citation_public_url	https://hdl.handle.net/11094/73599
citation_doi_detail	10.18910/73599

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