Kawaii trend-how Hello Kitty sparked the cult cult in Japan

The Kawaii trend started in Japan with the success story of Hello Kitty .

In the course of this, everything was designed cute: toaster, suitcase and even police instructions. cute mascots are also spreading in the digital area - and they develop. Kawaii is more than just cute. It is about an entire culture that focuses on aesthetics and empathy .

The idea behind the concept of Kawaii is to spread joy and make life a little more colorful

Japanese society has a strong focus on harmony and sense of community-values ​​that are also expressed in the Kawaii concept. Cute characters try to convey positive feelings such as happiness or security.

But the trend is not only well received in Japan: the phenomenon of growing popularity is also enjoying internationally. From Hello Kitty to Pikachu to the Totoro figure from “My neighbor Totoro” -many of these figures have long found their way into western pop culture .

If you want to immerse yourself deeper into this fascinating world, you can do this through manga comics or by visiting Kawaiiesque cafés (such as Maid Cafes ). In these, dishes are served that are decorated with loving details and created drinks with special motifs.

All in all, the Kawaaii Culture offers us an insight into a different kind of life-a world full of colors, fantasies & songs!

Dive with us into the fascinating culture of Japan and discover the phenomenon "Kawaii" , which means much more than just cute. In this article you will learn more about the history and meaning of Kawaii, as well as the art of painting and drawing from Kawaii figures.

What does "Kawaii" mean?

Kawaii is a word that comes from the Japanese and refers to something sweet, cute or lovable. Translated literally, Kawaii "sweet" or "you can love" . However, it is not only a term, but also an aesthetic sensitivity that is deeply rooted in Japanese culture.

From mascot to anime to fashion and accessories - Kawaii seems to be present in Japan in all aspects of everyday life.

Kawaii refers to things, people and fictional figures that are youthful, cute and childish. It is based on the sweet physical properties of small children and animals (often referred to as a child's scheme ).

At Kawaii, animals can take on human properties to have more realistic. People can also take over animal characteristics, especially cat tails and ears, to better express their emotions.

Why is this concept so important in Japanese culture?

The reason for the popularity of Kawaii in Japan is that Japanese culture traditionally reveres the innocence of childhood and youth . Japanese men and women try to make up for Art Nouveau by taking over the Kawaii style in clothing and lifestyle.

Kawaii is often seen as an antidote on the hardness and seriousness of everyday life and can be understood as an attempt to bring beauty and joy into the world. Often it is also an escape from the long working hours in Japan and the high social pressure under which many people are.

Japanese culture places great emphasis on harmony and balance, which is also reflected in the concept of Kawaii.

It's about enriching life with positive emotions and making it more beautiful.

Today, however, the importance of Kawaii has expanded: it stands for a kind of innocence or purity that is particularly valued women The influence of Kawaii can be noticed Hello Kitty or Pikachu as well as the growing popularity of DIY projects such as Amigurumi

Overall, the Kawaii concept shows the desire for a happier life through aesthetic experiences - regardless of the age or gender of the person.

The origins of "Kawaii": How has this trend developed?

Japanese Kawaiic culture is omnipresent in today's world and has found its way into all areas of everyday life.

The origins of this trend go back to the 6th century when women in the Japanese Kaiserhof began to decorate their clothes with cute accessories.

The term "Kawaii" emerged during the Taisho era (1912-1926) from the word "KaWayushi" and had the importance of embarrassment, shyness, vulnerability, kindness and little. Today's name retains this meaning, but also includes feelings such as love , care and the desire to protect.

In the 1970s, Japan was finally hit by the Kawaii culture and Snoopy , the delightful dogs, contributed significantly to this. This golden figure paved the way for the development of Hello Kitty , a product of creative Japanese heads.

It was created in 1974 by Sanrio , a company for gifts , and quickly gained worldwide celebrity. The cute white cat with its oversized head, the pink grinding and its striking characteristics was groundbreaking for pop culture - nothing would be the same as before.

During this period, the round of Scripture Marui-Ji popularity in Japanese educational institutions. With the help of mechanical pencils, schoolgirls decorated their handwriting with cute symbols such as stars and hearts, similar to the emoji .

A short time later, not exclusively young girls (the original target group) were completely fascinated by her, but also more and more adults who are referred to as "kidults" . In Japan there are now countless products with the Hello-Kitty design : dolls, toast equipment, writing utensils, fragrances, walking aids, backpacks and even cars.

Kawaii in everyday life: How manifests the Kawaii culture in various aspects of everyday life in Japan?

In Japan, Kawaii culture is omnipresent and manifests itself in many different aspects of everyday life. From mascots that advertise companies, to Hello Kitty products of all only conceivable kind, there is an endless list of Kawaii objects.

Bizarre characters and bizarre characteristics

An extremely bizarre appearance is Kan-Chan , a soft laxative mascot in the form of an enema.

It may seem strange to have a cute mascot for something as uncomfortable as laxatives, but that is exactly what Kawaii is - the ability to find joy and fun even in the most unusual situations.

Kan-Chan was introduced by a Japanese pharmaceutical company in 2013 and has since won many fans.

Recently, more complex characters have appeared that almost rebellious. An example of this is the "lazy egg yolk" Gudetama .

This depressive and rather dilapidated figure prefers to sleep under a layer of Bacon and is known for her resigned statements such as "everything doesn't matter" . She speaks from the soul of many revised employees.

We continue in the curiosity cabinet with the female Panda Aggretsuko , which is of course equipped with all sweet properties.

She fights against annoying colleagues in the office, feels her job as a dead end and lets the sow out in Karaoke bars in the evening in Karaoke bars.

Kawaii in fashion

But it's not just about products - the behavior and appearance of people are often influenced by Kawaii. Women like to dress in skirts with a high waistband and cute accessories such as hair clips in animal shape or colorful socks.

There are various styles in Japan that are based on the Kawaii concept. An example of this is Lolita fashion , which is inspired by the Victorian era and the Rococo . It consists of detailed outfits with loops, flower patterns, parasols and ruffles.

Decora look is a similar style . This is characterized by an exaggerated amount of accessories, especially hair accessories and colorful plastic bracelets.

Cosplay has now taken a permanent place in modern Japanese subcultures. Cosplayers dress up as well-known anime or manga figures and wear elaborate clothing and various accessories. The cosplay conventions and events are becoming increasingly popular and larger worldwide.

For example, there are regular cosplay events or anime conventions where people can imitate their favorite figures. These events are often full of colorful costumes and sweet accessories.

Harajuki-the cradle of Kawaii fashion

Harajuku district is the center of young fashion in Japan . This district in the heart of the capital is like an exciting theme park for girls and young women, as there are an unmanageable number of shops and boutiques for different flavors.

In Harajuku, new fashion trends that revolve around the term "Kawaii" (literally: cute, sweet). Fashion in Harajuku is often so imaginative that older people could find them eccentric.

But it is precisely this individuality that makes up the spirit of the Harajuku style -the opportunity to express its own taste. On the weekends, streets of the quarter flock primarily with girls and young women who dress for Kawaii fashion and are looking for new accessories and fresh inspiration.

more about Harajuku-Fashion here: Harajuku-the cradle of the universal concept of "Kawaii".

You can find inspiring, colorful outfits from the Harajuku Fashion in our Pinterest collection

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Yuru Chara-The Mascot Cult

In many cases, these sweet figures are also used as a mascot - be it for companies or sports teams.

Yuru Chara - The veneration for mascot has its origins in Kawaii. Almost all companies, cities and prefectures, public institutions such as libraries and schools as well as even the military and prisons in Japan have their own mascot, usually a sweet animal figure.

There are now numerous Japanese companies that specialize in creating this Yuru Chara mascot.

You can admire these cute characters on one of the Yuru Chara festivals or have been seen at the Yuru Chara Grand Prix .

Human plush figures

The mascots are present everywhere, not only in advertising. They also appear as huge plush figures and are enthusiastically celebrated by the Japanese.

For example, at the inauguration of shopping centers, cleaning office windows or with impressive dance moves at festivals.

Kawaii in drawings and painting

Kawaii in drawings and painting Kawaii also has a major impact on the world of drawings and painting. Many artists use the Kawaii style to create cute characters or represent sweet scenes.

The colors are often light and lively, while the proportions of the figures appear exaggerated.

manga -Japanese comics -is particularly popular

These mangas are not only very popular with children, but have also found a large fan base among adults.

But it's not just about professional works of art: hobby artists also love to draw or paint in Kawaii style. There are numerous instructions online and books with tips on designing your own Kawaiiesque works.

Amigurumi

The popularity of DIY projects such as Amigurumi also shows the influence of Kawaii on the handicraft scene . With this technique, small soft toys are crocheted or knitted - mostly animals such as bears or cats - that can then serve as decoration.

Kyary Pamyu Pamyu: Kawaii in Japanese pop culture

Kyary Pamyu Pamyu , an extremely successful singer with an unusually sounding artist name, has won many female fans due to her Harajuku style in her fashion designs and is revered by you as a fashion icon .

It has now also become internationally known and impresses young crowds with their unique and imaginative style.

Your preferred look consists of transparent clothing in bright colors, which are decorated with a variety of ruffles. To do this, she wears pastel -colored stockings with lace -up daily - this extraordinary style is her trademark.

In addition, she likes to combine elements of the so -called "Fairy Kei" look in her stage outfits to create an airy and fluffy appearance - just as you imagine in a fairy.

Japanese culture has partially developed through this sweet aesthetics and today Kawaii has become an important part of it. The popularity of this aesthetics is also underlined by the success of original Manga characters such as Hello Kitty or Pikachu.

Nevertheless, the contrast between traditional beauty and modern Kawai culture remains, but Japanese seem to be able to appreciate both sides and be able to connect with each other. The Kawaii culture has developed into an important export product of Japan, which is finding more and more fans worldwide.

How to address serious and uncomfortable topics with Kawaii

The cute motifs can even help to address difficult topics such as environmental problems or health issues in a child -friendly manner .

Similarly, serious news is conveyed to the population in a charming way: the police warn with cute, large eyes in childish style to follow the laws. Colorful signs warn with adorable figures of life -threatening risks.

Road barriers are guarded by sweet pink rabbits. What is often surprising from foreign visitors is completely normal in Japan.

Kawaii in the Japanese language-typical Kawaii words

Kirakira - "sparkling" or "glittering"

キラキラ ( Kirakira ) means that something shines or lights up. In Japan, this word is used for a variety of delightful things.

Dokidoki - heartbeat

ドキドキ ( Dokidoki ), a common Japanese onomatopoesia, illustrates the sound of a rapidly throbbing heart. This sound painting is often used in mangas and anime.

Kirei - "beautiful" or "clean"

きれいな ( Kirei na ) - this special property describes something "beautiful" or extremely "pure or clean". Kirei is used to describe pretty and particularly attractive people - usually young girls.

Fuwafuwa - "fluffy"

Another Kawaii word is フワフワ ( Fuwafuwa ) that describes something "fluffy". Objects are described that are both soft and fluffy (such as pillows or blankets), as well as sweet animals such as cats or chicks.

Picapika - "glittering"

ピカピカ ( Pikapika ) means "shiny" or "glittering" like a spark. This phenomenon of sound painting is often associated in connection with "cutting -edge" or "radiant" objects. Picapika is an extremely popular Kawaii word in Japan.

The cute cult from a psychological point of view

The Japanese cult around the cute often triggers confusion and incomprehension to us Europeans, but the Japanese may not be so wrong with their preference for "Kawaii" - while the West suspects flavoring, Japanese science has long since recognized: "Kawaii" is good for you!

Not just because it causes positive feelings. According to a study by the University of Hiroshima ( the world reported ), the ability to concentrate and skill increases temporarily after looking at cute motifs. If this is not a convincing reason to buy a Hello-Kitty case on the next vacation!

Psychologists from Japan also indicate the concept of "Amae" , which describes the close connection between mother and child. This relationship serves as a model for loving care in everyday life. Instead of demanding aggressively, childish behavior is accepted and even expected.

Andreas Neuenkirchen , an expert for Japan who wrote a comprehensive book on the phenomenon ( "Kawaiimania, Japan's most lovable depths" , Conbook Verlag), emphasized the pronounced harmony orientation of Japanese culture in an interview with the world:

"The emphasis of the cute serves as a protective layer and is of great importance. It is about not injuring other people and nobody was ever violated by cute representations."

Drawing or painting from Kawaii figures can also be therapeutic; It offers a break from the stress of everyday life.

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Joachim Rodriguez y Romero

Owner and managing director of Kunstplaza. Publicist, editor and passionate blogger in the field of art, design and creativity since 2011. Successful conclusion in web design as part of a university degree (2008). Further development of creativity techniques through courses in free drawing, expression painting and theatre/acting. Profound knowledge of the art market through many years of journalistic research and numerous collaborations with actors/institutions from art and culture.

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