Kawaii, in the context of Japanese culture is the quality of cuteness and has become one of most prominent aspect of the Japanese popular culture such as the unique Japanese Fashion Styles. Prior to being a modern translation of cute, the world signifies shyness or a form of embarrassment in the past. Due to the unique and liberating feeling brought by the culture it is no wonder that it took the world via storm. The term Kawaii was initially seen from Lady Muraki’s The Tale of Genji that highlighted pitiable characteristics. Before the term refers to women being animalistic before the meaning transformed to being docile (Cross, p.46).
Review of Related Literature
The Kawaii Syndrome
According to the study written by Cross, Cute, quaint, hungry, and romantic: the aesthetics of consumerism, the influence of the word kawaii in Japanese culture is found in their product choices. A writer named Soichi Masubuchi wrote a booked entitled Kawaii Syndrome wherein he mentioned that both the words ‘neat’ and ‘cute’ have taken control over the current Japanese aesthetics of refined and pretty (Nittono et al. p 352). Due to the increasing popularity of the culture, the cuteness syndrome is highly accepted in Japan as an integral part of the national culture and identity. Tomoyuki Sugiyama who wrote Cool Japan added that the word cuteness is close to the hearts of the Japanese people due to the fact that it is a representation of their harmony-loving identity as a nation. Another sociologist, Nobuyoshi Kurita further strengthened this claim by mentioning that the word cuteness is equivalent to a magic term that translates to everything that is desired and accepted in their nation (Cross p. 46-47).
Physical Atttractiveness
The first element linked to the Kawaii Culture is physical attractiveness. Cuteness is expected from both men and women. In Japan, there is a term called neotenic look or a person who defies his age in terms of physical appearance. In order to achieve this look, men shaved their legs. In the case of women, they often attempt to act cute in order to catch the attention of men. A cosmetic company, Kanebo, sponsored a study that revealed that women between the age of twenty (20) to thirty (30) want a cute look and associate this look with a childish round face. In order to in-vibe cuteness women often linked this with innocence. For example, having large eyes is one of the best physical attribute to represent innocence. Many Japanese women aim to alter the size of their eyes in order to perfect the innocent look. Some women invest in buying and wearing large contact lenses to enhance their eyes (Cross, p. 43). Other ways to achieve the large eyes include applying dramatic eye makeup and false eyelashes (Harris p. 65).
Gender Performance
Asano- Cavanagh in her work, Linguistic manifestation of gender reinforcement through the use of the Japanese term kawaii Gender and Language (Equinox), that the culture promotes gender equality and the eradication of gender roles in terms of gender performance and fashion expression. In terms of gender performances, the kawaii culture also influences this culture. Some women talk in high-pitch voices to accompany their innocent persona. Some people may look at these high-pitched voices and squeals as inauthentic which is labelled as burikko. The literal translation of the word burikko is to pretend of pose (Harris p. 65). The act was popularized by Kuniko Yamada during the 1980s. Media in Japan also reinforce this cute culture. A number of media performances are only in their teens and are being considered as idols in Japan. Young celebrities attempt to have their own take or versions of the cute culture, but the bottom line is that their images are still anchored in the culture of cuteness (Asano-Cavanagh p 57).
Kawaii Fashion
Bhrem in his work The Japanese experience: inevitable shared how distinct the Kawaii culture has affected the Fashion industry in Japan. Fashion is considered as the biggest manifestation of the Kawaii Culture (Bhrem, p 3). The world Lolita fashion, for instance, refers to a well-known trend in Japan. The trend is inspired by both the Rococo period and Victorian fashion (Asano-Cavanagh p. 57). The mixture of personal fashion and Gothic styles are used to achieve the porcelain-doll image. The main goal of the ladies employing the Lolita fashion is to look cute by adding bloomers, ruffles, aprons, laces and ribbons to their clothes. Sweet Lolita is a subset of the Lolita fashion (Bhrem p. 5). The difference between the two fashion styles is that Sweet Lolita makes use of more ribbons and laces. Fairy Kei which is another subset of the fashion style makes use of head dresses. Decora is another trend which literally means wearing lots of decorations. Decorations such as multi-colored pins, rings, necklaces are often used to perfect the look (Bhrem p. 7).
Discussion
The Kawaii Culture in Males: The Kawaii culture is not exclusive to females; there are men who also live by the Kawaii culture. The culture, despite being female-dominated also features males who express their cuteness through fashion. Cosplay is one of the most popular way for men to show their Kawaii side. They often transform themselves into their favorite characters (Asano-Cavanagh p46). They copy not only the character’s looks, but also the actions such as how they speak. Men wearing makeup in Japan is also accepted. Men wear false eyelashes, wigs and even wear female clothes. A number of Japanese pop icons and actors also have long hair. As mentioned earlier, men also want to achieve the innocent and neotenic image. The term gender-bender is also a popular practice in Japan wherein people look opposite of their genders. Some males are extremely beautiful that they are mistaken for females (Nittono et al. p 37).
In summary, the both the cuteness cultures have embedded themselves deep into the Japanese culture. Some of the practices may be labelled as unusual when looked at from a foreigner’s standpoint, but for the Japanese people, these types of fashion and mentality are socially accepted and norms in their country. The culture has even influenced many fashion trends across the globe. The popularity of this culture continues to grow to date. In the United States, there is a growing number of manga and anime fans who copy their idols through cosplaying. In Taiwan, due to its popularity, it is now being addressed as part of the social consciousness of the nation (Chuang p. 16).
Conclusion
In conclusion, in order to appreciate the uniqueness of the culture it is important to look at it on a deeper level, such as what it reflects about its country of origin. As discussed, it is a representation of their harmony loving culture and the high value they give to youth and innocence. The culture also breaks gender boundaries and norms in a way due to the fact that it allows people to wear what they want without regards of their gender. In terms of fashion, males can wear makeup and feminine clothes (and vice versa) with the fear of being labelled and judge. The culture is becoming popular due to the liberating feeling it gives people. It ignites people’s creativity and allows them to live their desires and dreams. Despite being Asian in nature, the culture is penetrating the Western culture and shows how one culture influences the other.
References:
Asano-Cavanagh,Y . "Linguistic manifestation of gender reinforcement through the use of the Japanese term kawaii". Gender and Language (Equinox). 2004. Print
Brehm, M.. The Japanese experience: inevitable. Ostfildern-Ruit, Germany New York, New York: Hatje Cantz Distributed Art Publishers. 2002. Print
Cross, G. The cute and the cool: wondrous innocence and modern American children's culture. Oxford New York: Oxford University Press.2004. Print
Chuang, Y. C. "Kawaii in Taiwan politics".International Journal of Asia-Pacific Studies. 2011. Print
Harris, D. Cute, quaint, hungry, and romantic: the aesthetics of consumerism. Boston, Massachusetts. 2001. Print
Nittono et al. "The power of kawaii: viewing cute images promotes a careful behavior and narrows attentional focus" 2012. Print
