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

Lieber-Milo, Shiri; Nittono, Hiroshi

Innovative Research in Japanese Studies, 2019, 3, 13-32

Number of Access:4,533（2025-05-10 12:12 Counts）

Identifier to cite or link to this item: https://doi.org/10.18910/73599

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Title
From a Word to a Commercial Power : A Brief Introduction to the Kawaii Aesthetic in Contemporary Japan
Creator
CreatorName
Lieber-Milo, Shiri
NRID
1000020304371 1000020304371
ORCID
0000-0001-5671-609X 0000-0001-5671-609X
researchmap permalink
hiroshinittono hiroshinittono
Scopus Author ID
8131491700 8131491700
CreatorName
Nittono, Hiroshi
Subject
kawaii
cute
baby schema
aesthetic
Japan
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.
Publisher
Israeli Association for Japanese Studies
Source Title
Innovative Research in Japanese Studies
Volume (Issue)
3
Page
13-32
Date of Issued
2019
Language
English
Handle URL
https://hdl.handle.net/11094/73599
DOI
https://doi.org/10.18910/73599
Access Rights
open access
oaire:version
Accepted Manuscript
Category
学術雑誌論文 Journal Article