Kawaii
The kawaii aesthetic is characterized by soft or pastel colors, rounded shapes, and features which evoke vulnerability, such as big eyes and small mouths, and has become a prominent aspect of Japanese popular culture, influencing entertainment (including toys and idols), fashion (such as Lolita fashion), advertising, and product design.
The second morpheme is cognate with -bayu in mabayui (眩い, 目映い, or 目映ゆい) "dazzling, glaring, blinding, too bright; dazzlingly beautiful" (ma- is from 目 me "eye") and -hayu in omohayui (面映ゆい) "embarrassed/embarrassing, awkward, feeling self-conscious/making one feel self-conscious" (omo- is from 面 omo, an archaic word for "face, looks, features; surface; image, semblance, vestige").
Various modern Standard Japanese words have related meanings such as the adjectival noun かわいそう kawaisō (often written with ateji as 可哀相 or 可哀想) "piteous, pitiable, arousing compassion, poor, sad, sorry" (etymologically from 顔映様 "face / projecting, reflecting, or transmitting light, flushing, blushing / seeming, appearance").
Forms of kawaii and its derivatives kawaisō and kawairashii (with the suffix -rashii "-like, -ly") are used in modern dialects to mean "embarrassing/embarrassed, shameful/ashamed" or "good, nice, fine, excellent, superb, splendid, admirable".
His conclusion was based on the observation that cute handwriting predates the availability of the technical means for producing rounded writing in comics.
[6] Usage of Kawaii in Japanese is general and can be used in a variety of situations to describe aesthetics, to give a compliment, or to add a pleasantry or salutation to a conversation.
Women began to emulate Seiko Matsuda and her cute fashion style and mannerisms, which emphasized the helplessness and innocence of young girls.
To create this illusion, women may wear large contact lenses, false eyelashes, dramatic eye makeup, and even have an East Asian blepharoplasty, commonly known as double eyelid surgery.
[17] Japanese idols (アイドル, aidoru) are media personalities in their teens and twenties who are considered particularly attractive or cute and who will, for a period ranging from several months to a few years, regularly appear in the mass media, e.g. as singers for pop groups, bit-part actors, TV personalities (tarento), models in photo spreads published in magazines, advertisements, etc.
People who take part in this fashion trend wear accessories such as multicolor hair pins, bracelets, rings, necklaces, etc.
Some common items used in a Fairy Kei coordinate include vintage sweaters, cardigans, varsity jackets, tutus, mini skirts, tights, over-the-knee socks, sneakers, and tea party shoes.
The term "Fairy Kei" originated from the magazine called Zipper (despite a common belief that Sayuri Tabuchi [Tavuchi], the owner of Tokyo fashion store Spank!, was the accidental creator of the style).
[citation needed] Kimo-kawaii, also known as "creepy-cute" or "gross-cute" in Japanese, has a unique look by combining Kawaii aesthetics with stylistic elements of horror and macabre.
In contrast to Kimo-kawaii, the style uses black, deep purple, and gray colors on teardrops, broken hearts, pill capsules, and other melancholic motifs.
Cute elements can be found almost everywhere in Japan, from big business to corner markets and national government, ward, and town offices.
For example, Cabbage Patch Kids dolls did not sell well in Japan, because the Japanese considered their facial features to be "ugly" and "grotesque" compared to the flatter and almost featureless faces of characters such as Hello Kitty.
[32] "Fueled by Internet subcultures, Hello Kitty alone has hundreds of entries on eBay, and is selling in more than 30 countries, including Argentina, Bahrain, and Taiwan.
"[32] Japan has become a powerhouse in the kawaii industry and images of Doraemon, Hello Kitty, Pikachu, Sailor Moon, and Hamtaro are popular in mobile phone accessories.
[citation needed] Moreover, the worldwide revenue from the computer game and its merchandising peripherals are closing in on $5 billion, according to a Nintendo press release titled "It's a Pokémon Planet".
Cute merchandise and products are especially popular in other parts of East Asia, such as mainland China, Hong Kong, Macau, Taiwan and South Korea, as well as Southeast Asian countries including the Philippines, Singapore, Thailand, and Vietnam.
[26][35] Sebastian Masuda, owner of 6%DOKIDOKI and a global advocate for kawaii influence, takes the quality from Harajuku to Western markets in his stores and artwork.
The dissemination of Japanese youth fashion and "kawaii culture" is usually associated with the Western society and trends set by designers borrowed or taken from Japan.
[37] With the emergence of China, South Korea and Singapore as global economic centers, the Kawaii merchandise and product popularity has shifted back to the East.
The introduction of the A-Bian doll was seen as the development of a symbol to advance democracy and assist in constructing a collective imagination and national identity for Taiwanese people.
[39] The creation of the A-Bian doll has allowed Taiwanese President Chen Shui-bian staffers to create a new culture where the "kawaii" image of a politician can be used to mobilize support and gain election votes.
The elimination of exoticism and national branding has helped kawaii to reach numerous target audiences and span every culture, class, and gender group.
[9] In 2014, the Collins English Dictionary in the United Kingdom entered "kawaii" into its then latest edition, defining it as a "Japanese artistic and cultural style that emphasizes the quality of cuteness, using bright colors and characters with a childlike appearance".
[45] In his book The Power of Cute, philosophy professor Simon May talks about the 180 degree turn in Japan's history, from the violence of war to kawaii starting around the 1970s, in the works of artists like Takashi Murakami, amongst others.
[48] Japanese women who feign kawaii behaviors (e.g., high-pitched voice, squealing giggles[49]) that could be viewed as forced or inauthentic are called burikko and this is considered superficial charm.
