The term "kawaii" has conquered the world, infusing popular culture with its gentle aesthetic and irresistible charm. Originating in Japan, the concept encompasses a wide range of styles and expressions. In this article, we'll explore the many facets of kawaii, its origins, and why it continues to enchant people of all ages across the globe.
What is Kawaii?
- Definition:
Simply put, "Kawaii" is a Japanese term and concept meaning "cute" or "adorable". But its meaning goes much deeper than that; it encompasses a lifestyle and philosophy that values gentleness, innocence and vulnerability. Its meaning is therefore more nuanced and profound than what the term "cute" might encompass in our Western cultures.
The concept of kawaii is omnipresent in Japanese culture, manifesting itself in cartoons, manga, fashion, consumer products and even social behavior. The word can be used to describe objects, people, animals and styles that possess childlike, gentle and charming features. In short, kawaii represents everything that is pleasantly cute and evokes a feeling of benevolence and protection.
An example of a kawaii character: clean design, few details, soft colors, etc.
The manifestations of kawaii are many and varied, including cartoon characters such as Hello Kitty and Pikachu, colorful and eccentric clothing fashions such as Lolita style, and everyday products adorned with cute and appealing motifs. Kawaii is also found in the way the Japanese express their emotions and social interactions, promoting kindness and benevolence.
Another example of a Kawaii character
Do you love the endearing world of Kawaii? Discover our selection of Kawaii products!
The history of Kawaii
The term "kawaii" has its roots in the Edo period (1603-1868), a period of great change in Japan. But its modern meaning and popularity really emerged in the 20th century.
Originally, the word derives from the expression "kawahayushi", which describes a feeling of shame or vulnerability when faced with something excessively cute. Over time, this notion evolved to focus on features and objects evoking sweetness and innocence.
The origins of Kawaii most likely lie in the Edo period. Puppies, by Maruyama Okyo (1733 - 1795, Edo period)
Origins and history of Kawaii
- Edo and Meiji periods: the first occurrences of "kawaii" were associated with expressions of affection and protection towards delicate objects or children. However, it wasn't until the Meiji period (1868-1912) that Japanese culture began to take a greater interest in this aesthetic.
- 1970s and 1980s: the kawaii phenomenon really took off in the 1970s with the emergence of youth culture and associated fashion. Teenage girls began to write in a "cute" way (the "burikko-ji "* style), using round, childlike characters.
At the same time, brands like Sanrio popularized iconic characters such as Hello Kitty, who became one of the world's first symbols of kawaii, helping to spread the style's aesthetic codes (characters with round features, bodies of varying proportions, characters with less detail, etc.).
Burikko-ji is a calligraphic style whose main characteristic is to give the impression that the text was written by a child.
- 1990s and 2000s: during these decades, kawaii consolidated itself as an integral part of Japanese popular culture. Kawaii characters proliferated in manga, anime and merchandising. Fashion subcultures such as Lolita, Harajuku and Decora have also emerged, featuring colorful and eccentric outfits.
Hello Kitty is certainly one of the first muses of Kawaii.
Evolution of Kawaii in Japanese Society
Kawaii is omnipresent in everyday life in Japan. Its manifestations can be found in the many mascots used by cities (Kumamon and Barii-san, to name but a few) and companies, in advertising campaigns, and even in serious contexts such as public services and security.
The kawaii aesthetic is seen as a way of making life more pleasant and reducing stress by adding charming and pleasing elements to the everyday environment.
Do you love the endearing world of Kawaii? Discover our selection of Kawaii products!
- Export and global influence
Kawaii began to be exported in the 1980s and 1990s, thanks to the growing influence of Japanese manga and anime. Series like "Sailor Moon" and "Pokemon" introduced kawaii elements to an international audience. Products derived from kawaii characters also gained popularity outside Japan. - 2000s and 2010s
With the advent of the Internet and social networks, kawaii found a new global arena for expression. Online communities adopted and adapted elements of this aesthetic, fusing them with local cultures to create hybrid styles. Celebrities and fashion influencers have also helped popularize kawaii-inspired trends.
- Impact on global pop culture
Today, kawaii is an important part of global pop culture. It can be seen in fashion, toys, video games and even contemporary art. Artists and designers draw inspiration from the kawaii aesthetic to create works that evoke nostalgia, tenderness and innocence. The phenomenon is also present at international cultural events, such as manga and anime conventions, where fans can celebrate their love of all things cute and adorable.
In short, kawaii has grown from a simple adjective to a truly global culture, influencing various aspects of everyday life and pop culture. It continues to evolve and adapt, capturing the imagination of people of all cultures and ages.
Interested in Pop Culture? Check out my article on Pop Culture.
How to get a Kawaii look
To achieve a kawaii look, we'll be focusing on cute accessories and all the fashion and make-up elements that can create a soft, colorful look.
As mentioned above, the aim is to have a style that inspires innocence and/or has something juvenile about it.
Here are a few steps and tips to help you achieve a kawaii look!
1. Clothes
- Pastel colors: opt for clothes in pastel shades such as pink, sky blue, lavender and pale yellow.
- Cute patterns: look for pieces with adorable motifs such as animals, hearts, stars or cartoon characters.
- Skirts and ruffles: ruffled skirts, dresses with layers of tulle, and garments with lace details add a touch of femininity and softness.
- Sweatshirts and T-shirts: wear sweatshirts or T-shirts with prints of kawaii characters like Hello Kitty, My Melody, or other cute mascot designs.
2. Accessories
- Headbands and barrettes: add hair accessories like cat-eared headbands, heart-shaped barrettes or bow barrettes.
- Jewelry: wear necklaces, bracelets and earrings with cute pendants, such as cupcakes, unicorns or flowers.
- Bags: choose handbags or backpacks in the shape of animals or with kawaii prints.
Do you love the endearing world of Kawaii? Discover our selection of Kawaii products!
3. Make-up
- Light complexion: use a light foundation to even out your complexion and give it a fresh, luminous look!
- Almond eyes: apply eyeshadow in soft colors like pink or peach. Use eyeliner to create doll's eyes and add false lashes for a bigger look.
- Blush: apply pink or peach blush to cheekbones for a healthy glow.
- Lips: Use glosses or lipsticks in natural or pink shades for soft, glossy lips.
4. Hair
- Colors and styles: pastel hair colors like pink, blue or purple are very popular. Hairstyles can be simple with curls or braids, often embellished with cute accessories. Pigtails also work well.
- Fringe: straight or tapered fringe can add a cute touch to your look.
5. Inspirations and references
- Characters and celebrities: take inspiration from kawaii manga and anime characters, as well as Japanese celebrities known for their cute style, such as Kyary Pamyu Pamyu.
- Online communities: join forums and groups on social networks dedicated to kawaii to never run out of ideas and inspiration!
Conclusion:
In this article, we've dissected the origins of Kawaii, as well as its influence on global culture. But we've also looked at how to make this style your own, so you can dress Kawaii all year round! We hope you've learned a lot with us. See you soon on Hopono.
Did you enjoy my article on Kawaii? You'll love this one on Pop Culture! Read it now to learn more about pop culture and its influence on the world!
