Cute is everywhere in Japan, from formal to casual use, from food to fashion. Kawaii or cute is defined as childlike with the celebration of sweet and vulnerable behavior and physical appearance. (Skov& Moeran, 1995) It is highly valued by Japanese, seems like a national ethos, but also the representation of Japan’s soft power. Its influence extended beyond the border of Japan and permeated into foreign countries due to consumerism, especially in the United States. Nevertheless, people seem to experience and embrace kawaii culture in a different manner and for different reasons from Japan because of the economic strategy adopted by businessmen and background of each country.
Between 1970 and 1990, cuteness dominated the media and consumer …show more content…
While the popularity of kawaii culture cannot be easily separated from consumerism. As mentioned above, kawaii culture was firstly started by teenagers, especially young women. However, it was later appropriated and popularized by the business sector, mainly Sanrio. Sanrio, a company specifically involved in the production of kawaii products, was the first company to produce stationaries and diaries with the decoration of cute elements for the school students. (Skov& Moeran, 1995) The strategy of Sanrio was a great success with the consumer boom in 1971 which youth and young women have more disposable incomes than before. (Skov& Moeran, 1995) Through the consumption of cute products with cute elements and features, people entered the kawaii culture. Kawaii culture can only be accesses through consumption in two reasons. Firstly, sensual pleasure and hedonism are encouraged by this culture. (Granot, Alejandro, & Russell, 2013) Secondly, the constraint on this culture. Female consumers can hardly be cute all the time, but they can only enjoy during private time. For instance, it will be difficult for a person to wear Lolita fashion all the time. As suggested by Kinsella, kawaii culture has therefore to be constructed by the consumption of products, e.g. pencil cases, headband and leisure services. (Granot, Alejandro, & Russell, 2013) From that time on, cuteness swept through everything, including comics, …show more content…
E.g. in the United States, Americans were fascinated about kawaii culture in the 19th and early 20th century, while this was related to “wondrous innocence”. (Granot, Alejandro, & Russell, 2013) It is thought that people’s desire to be pure and uncorrupted were reflected on the consumption of children’ products. While there was nothing behind such longing of purity, it has nothing to deal with the pressure of the society. As a result, kawaii culture was interpreted differently in each
Between 1970 and 1990, cuteness dominated the media and consumer …show more content…
While the popularity of kawaii culture cannot be easily separated from consumerism. As mentioned above, kawaii culture was firstly started by teenagers, especially young women. However, it was later appropriated and popularized by the business sector, mainly Sanrio. Sanrio, a company specifically involved in the production of kawaii products, was the first company to produce stationaries and diaries with the decoration of cute elements for the school students. (Skov& Moeran, 1995) The strategy of Sanrio was a great success with the consumer boom in 1971 which youth and young women have more disposable incomes than before. (Skov& Moeran, 1995) Through the consumption of cute products with cute elements and features, people entered the kawaii culture. Kawaii culture can only be accesses through consumption in two reasons. Firstly, sensual pleasure and hedonism are encouraged by this culture. (Granot, Alejandro, & Russell, 2013) Secondly, the constraint on this culture. Female consumers can hardly be cute all the time, but they can only enjoy during private time. For instance, it will be difficult for a person to wear Lolita fashion all the time. As suggested by Kinsella, kawaii culture has therefore to be constructed by the consumption of products, e.g. pencil cases, headband and leisure services. (Granot, Alejandro, & Russell, 2013) From that time on, cuteness swept through everything, including comics, …show more content…
E.g. in the United States, Americans were fascinated about kawaii culture in the 19th and early 20th century, while this was related to “wondrous innocence”. (Granot, Alejandro, & Russell, 2013) It is thought that people’s desire to be pure and uncorrupted were reflected on the consumption of children’ products. While there was nothing behind such longing of purity, it has nothing to deal with the pressure of the society. As a result, kawaii culture was interpreted differently in each