HELLO KITTY FOR MAC MAKEUP, HARAJUKU LOVERS FRAGRANCE, JUNKO MIZUNO CONDOMS: CUTE KAWAII OVERLOAD?
Today, I had a conversation with a journalism student about kawaii – specifically, the Japanese concept of cute and how it’s appropriated by Western advertising. I’m curious to hear your thoughts on this sometimes controversial subject.
We discussed Gwen Stefani’s Harajuku Lovers fragrance, which puts perfume in cute mascot bottles and is promoted by a video that is the definition of kawaii overload. The Hello Kitty for MAC collaboration also came up; the makeup and couture products are stamped with Japan’s most famous cat and will be available Feb 10 online, Feb 12 in stores, and March internationally. No doubt, kawaii advertising is everywhere we turn.
What does it signify, if anything? Personally, I cringe when people link kawaii to Japan’s supposedly infantalizing culture, or our desire for childhood comfort in the failing economy… (rolls eyes).
It’s over-analysis, if you as me. The big-headed, flat-planed, dilated-pupil design that we know as kawaii first became prominent in 1970s Japan (along with childlike fashions, a childish form of writing called burikko-ji, and the birth of Hello Kitty). Today, these visuals are so omnipresent – in Japan, Hong Kong, Korea, Taiwan and other East Asian cities – that you tune them out. Over there, kawaii products are not only for women and children; it isn’t at all strange if your uncle wears a Keroppi T-shirt or your business associate gives you a Pokemon birthday card.
I chalk up the appearance of kawaii in Western advertising to the current interest in J-pop culture. Ten years ago, not many Westerners watched anime, read manga, or knew of Tokyo street fashion (Gothic Lolita included). Today, my little cousins speak basic Japanese because they grew up with all of the above!
Harajuku is hot, so I’m not surprised that Harajuku Lovers, Tokidoki, and Tarina Tarantino are doing well, or that MAC is pairing up with Hello Kitty. It’s similar to how 1980s colors (blue yellow pink) and lightning bolts are everywhere. Advertisers follow trends in graphic design; I don’t think recent prominence of kawaii means much more than that. Do you?
Also, I think the Japanese are not as concerned as we are with “authenticity” in kawaii products. We see from street snaps that teens happily wear Tarina jewelry and Harajuku Lovers shirts. I think a more interesting question is – why are many of us bothered by Western designers borrowing Japanese design elements?
Finally, how awesome is Junko Mizuno’s line of condoms and lubes (above)?
I’m eager to hear what you think about kawaii in Western ads and products – let’s discuss in the comments! PS – I have an exciting makeup giveaway in the works… keep checking back for a chance to win.
Song of the Day #39: Hello Kitty theme song (whoa, she has a mouth!)
SHARE & COMMENT
LA CARMINA
159 Comments
Great post. Each culture & ethnic group has there own sensitives on how they are portrayed. There are certain things that groups may or may not accept within their own communities. Marketers has to be aware of histories & culturally sensitive.
I brought my Gwen perfume the other day.
Honestly it smells so good <3
I deffiantly recomend getting it
LOL! Those condoms are really cute, but I hate MAC make up, HATE HATE HATE IT! It's stinky, bad consistency, and thick-like drag queen stage make up. I would recommend it for Queens, but not even my worst enemy. Plus imagine the prices of that crap once they slap Hello Kitty's face on it -_-' And Gwen Steffani is a joke, that monster can dig it's own grave.
Due to the strange fact that I wasnt able to enjoy and spend all my little kid cash in this hello kitty store that used to be in a mall, I am a die hard hello kitty fan now. I naturally love collecting,wearing, and looking at anything that I think is cute.
I too am bothered by the fact that people often think that we are trying to reach our inner kid or something like that, so we can escape from the reality of things. I am aware of reality and it does cause pain but I still love to flaunt and enjoy anything cute.
I am actually really happy that the western culture is starting something new and using kawaii. A reason why I love the Japanese culture is that its something old(traditional) and new(modern) at the same time. I am actually quite sick of american 'trends' and looking like a clone by the way I style my hair,make-up and the clothes I wear.
Japanese culture has offered me something new; a trend that I can add my own personal flair to :]
Nice subject there. My objection is that most western designers only aim to take the mick out of the whole Japan frenzy going on in the US , sell it out as much as possible and then throw it to the trash when the time comes, while having caused the respective damage to the whole culture. For some people who actually grew up with Japanese culture from age 0 (in other words people who are not fashion victims or poseurs who just recently picked up the trend) , this almost feels like desecration. I also find it very provocative that these designers, will charge ridiculous prices for clothes and accessories that in fact are recycled loot from their outings in Harajuku, where the original fashion can be bought for 1/10th of the price or less. My nerves are gone thinking that these people simply pay for a trip to Tokyo, stalk every trend on every street, then go back to their countries and present their findings as new and pioneer designs of highly eclectic taste, as the peak of their artistic inspiration, an eccentricity which they market in a way that brings them thousands of dollars. Because the sheep know no better than believe what the TV says. I would appreciate some honesty there. “Yeah we ripped the Japanese ,but at least we are selling our items at reasonable prices”. Yes, the Japanese once ripped America and Europe too, they put it all in the mixer yet made it into something that eventually can be credited as original in its own strange way. And it is original, if you ask me. Yet i don't think they had this arrogance that i see in Westerns designers towards Japan nowadays. Just my two cents tho.
p.s. XD The western version of Japanese fashion looks ugly most of the times. Obviously because people who do it don't have the respective taste and are only in it for the bucks, save for a few undeground western lolita designers who openly admit what they are doing ,while showing respect to the culture that inspires them
I despise the fact that western goth brands have added a “lolita” section to their shops, selling half-assed, badly sewn, monster lace clothes. They're hurting my eyes. Also the characters used in Gwen Stefani's perfume ad are so not japanese >_>; There is only one word for this category of people: wannabees. Sorry if i sound too angry :P
i have all 5 perfumes. <3 music is my favorite. but they all smell so good.
I think you hit on something here – the lack of respect; the sense that it's all for the bucks and once something no longer sells, it can be chucked away. Great point, also, about how the Japanese appropriate punk, surfer, hillbilly and other looks. It's everywhere in Harajuku stores – and yes, most of it is for the money too. Sigh, isn't it always…
Hahah your comment made me laugh! I've discovered so many great indie makeup brands online recently… I doubt I'll buy something from a dept store again!
I always roll my eyes at the escapism excuse. I think lobotomies and drugs do a much better job at that than buying a Hello Kitty pencil case!
My Japanese sucks and my understanding of the “real” Japanese culture is close to none, but having spent most part of my life here in Taiwan, I kind of think you are perhaps expanding what's considered “kawaii” than the word is originally intended…
(Some historical and cultural backgrounds: In the early part of the 20th century, Taiwan was a Japanese colony for 50 years. Those who are in their 70s and 80s today received Japanese education, and the ruled actually adored the colonizers' culture. Many were (and are) proud of their Japanese cultural connection. Our President of the 1990s grew up in the Colonization Era and, when still in office, once told a Japanese interviewer that he still primarily read Japanese books and relied on the Japanese media for his knowledge and insight.
It would be a huge oversimplication to say that Taiwan's cultural — and hence commerical — affinity with Japan today is wholly and soley the result of the complete cultural brainwash of the colonized, as the cultural interconnectivity and exchange between the nations in the area — all physically very close — is a major part of each nation's cultural backbone. I mean, can you say with absolute certainty which part of Margaret Atwood's cultural makeup is Canadian, which part American, which part North American etc. etc.? In a way, Japan just happens to be the most successful in visually codifying and commercializing some of the shared values, and the “kawaii” culture's ubiquity in this geological zone stems more from the shared values than the marketing success of the Japanese.
In short, I may not know Japanese culture all that well, but I did grow up in another culture that has a thing for the “kawaii” and grew up seeing a lot of “kawaii” things from Japan.)
Manga isn't “kawaii,” neither is anime or the Pokemon characters. The Mizuno condom packaging isn't “kawaii.” Men here are not averse to what North Americans consider “too cute for men,” but what's “too cute for men” in North America isn't necessarily, and more often simply not, considered “kawaii” over here. The E. Asian masculine aethetics is different from the N. American one, and from the N. American point of view, the E. Asian version has a lot of feminine qualities, but from the E. Asian P.O.V., it is not. E. Asian men are not afraid of wearing t-shirts printed with manga characters, because the characters whose images they dare to bear generally signify strong masculinity. Neither are they afraid of sleeping with a bunch of huge sexy anime women pillow sticks ( http://www.wretch.cc/blog/karate1029/12221379 scroll down for images. All pictures taken in the same male dorm room. These guys are otakus and their collection of porno-ized women manga/ anime character models are envied by non-otaku males in general), because these images are cute but not “kawaii” — these are cute images of vulnerable women whom they can do whatever they want to. (Can you guess what those pillows can also be used for?)
I would not say “kawaii” is infantilizing, because it's used by infantile women (sorry for the value prejudice here, but it's convenient to use that word, which both embodies Western prejudice and tells the truth.) to advertise both their submissive quality and demand to be taken care of.
To me, the North American appropriation of “kawaii” is just the appropriation of its graphic design characteristics but not the inherent gender values. The North American version of the “kawaii” is not infantializing, because it is not. Gwen Stefani's Harajuku Girls are so tough, they'd scare the s**t out of E. Asian men who love “cute” things and kawaii women.
I'm a twentysomething woman. My mom has always taught me to be self-reliant and be financially independent, which is considered heretically by many — some of my friends are actaully scolded by parents and famliy members for aiming for financial independence. Here it's not difficult to find very very well educated young women who value and strive for financial “dependence” on a man.
I've never put anything locally considered “kawaii” on my person (and my mom never dreamed of it). None of my friends who are independent (and often considered “too independent,” “too strong” for our own good by people around us) and I own anything locally considered “kawaii.” I don't think anyone here would dream of suggesting that anything locally considered “kawaii” becoming of me, and I would think of it as a huge insult if anyone gives me anything locally considered “kawaii” as a gift (and nobody ever did.)
See the connection here?
P.S. I wrote all of the above off-the-cuff and in a ranting mood. Sorry if I sound unfriendly… just know that it's towards those who think it's for me own good to be a “kawaii” woman and not you.
great blog like always!
It's probably smarter to dislike X or Y brand movement on their own terms as opposed to the whole movement as a whole. It's the nature of the beast for designer things to be ridiculously expensive – and it's us that helps it along, you know? The kawaii movement being part of it is just the result of our times and circumstances, and hardly something new. The Impressionist movement in France was highly influenced by Chinoiserie and cheapie Japanese ukiyo-e prints, and this kawaii movement is just a modern version of the exact same thing. We just resent it more because there's lots of money involved.
Tokidoki and Tarantino are just new designer brands, the exact same thing as Juicy Couture, Coach, et al. It just so happens they deal in cutesy mascots. At the very least, those two designers have some sort of thinking behind their creations, and actually manage to make something that is instantly recognisable as Tokidoki or Tarina Tarantino, and it's clear they actually seem to have some understanding of what they're being influenced by.
Gwen Stefani and her Harajuku fetish, on the other hand, is just what happens when someone with weeaboo tendencies also turns out to be rather rich and famous and having the common sense of a bent spoon. Her being quoted as saying the Harajuku Girls are manifestations of her imagination (wha- what?) and that the girls are apparently contracted to never speak in public (that is, they aren't REAL, lol!) are classic examples of Western arrogance even when it incorporates other cultures into its own movement (you'd think it'd know better by now). It's the same thing as rich Victorians running around wearing saris while treating their own Indian servants terribly. You just hope young girls will get a reality slap to the head first before they start copying Stefani's attitude.
Japanese fashion trends are just fashion trends. Too many people don't get that.
Hi Nign,
I found your comments very insightful as always, and I certainly invite discussion about the topic. I am curious as to what you consider kawaii, and why you wouldn't put, say, Pokemon and Super Deformed anime characters under this umbrella.
I haven't visited Taiwan, but my family is from Hong Kong and I've spent considerable time there and in Tokyo. From what I know, my relatives and friends have never expressed a connection between kawaii and values about dependency… my cousins (older and younger) have kawaii toys. An older cousin made a Hello Kitty gingerbread house. Some friends in Tokyo wear cute objects in their hair or on their clothes. It seems to me that not much thought goes into it… very interesting to hear an alternate perspective.
I think you're right about the money being the root of a lot of the resentment. Money comes with envy, suspicion about motives, overall bad feeling. And the willingness to bend (integrity, values, respect, whatever you might call it) for the sake of greater profits.
Great discussion, everyone – I'm getting a lot of food for thought!
Just out of curiosity, what are these people you're refering to wanting to be? Also, what in your mind constitutes a poser?
I think it's because Hong Kong women are wayyyyyyyy tougher than both Japanese and Taiwanese women in general and the gender equality in Hong Kong is also way better than in both Japan and Taiwan. :)
I'm certain the Hong Kong take of the “kawaii” is different from that of Taiwan and of Japan, just as the Taiwanese take is different from the Japanese. (By “take,” I mean cultural interpretation and connotation.)
As to what is “kawaii” and what is “not” — gawd, only if I could just explain it so easily…. It's really difficult to put internalized cultural values down in words absolutely clearly. If I say that only things that would be considered visual embodiment of the signification of the user's feminine submissiveness, helplessness and lack of autonomy, would you understand it? If you can't, just think of anything that you don't find to be the visual embodiment of all of the above NOT kawaii. (Yeah, I'm one freaking jargon-loving philosophy major.)
Pokemons aren't even “cute” here, and much less “kawaii.” I think “Western people” (N. Americans plus Europeans??) use “kawaii” to describe what is locally (in N. America/ Europe) considered “cute” AND from E. Asia, esp. Japan. This basically means what's connoted with written Roman characters as “kawaii” is already different from what's “かわいい” to the Japanese.
I don't know about Hong Kong, but in Taiwan, we don't have words to distinguish between “cute” and “kawaii.” We use only one word, which would be simply translated in English as “cute.” A lot of the distinctions are only and completely implied.
I'm fervantly hoping that no true “kawaii” woman is reading this — or at least no true “kawaii” woman who can understand what we've written is reading this, hence avoiding a huge verbal fight and the end of my ranting paradise. XD And I think I have a pretty good chance here, since your “kawaii” is really not the vulnerable kind and hence not attractive to the “kawaii woman.” ;)
As to why the “kawaii” graphic design qualities are becoming popular in the “West,” I honestly have not the faintest idea.
I think that's all there is to it too. But it just bugs that the West is now using this imagery and this style because the people they aim to sell to know nothing about the culture behind the style. They'll wear it, flaunt it, and pretend like they care while the real fans feel like their territory got trampled. Though, Gwen does it pretty well. Those ads are lovely~
It just feels like when my favorite band went mainstream, and suddenly they weren't my little secret anymore :[ It's great for the fashion overall, being more available all over the world, but the original fans don't always like to share.
i like that they are trying to promote kawaii in western ads now, cuz hot n sex use to dominate. Even if it isnt “true” kawaii its the closest they can get and i like Gwen pulled it off nice. put i hate the mac hello kitty makeup…well mayb cuz i never liked hello kitty anyway…anyway love ur blog, my friend found u 4 me *hugs n kisses*
BTW, there's Tokidoki makeup too!
The Gwen Stefani perfume bottles look raaad though (:
Failed to completely state the thought:
“I would not say “kawaii” is infantilizing, because it's used by infantile women (sorry for the value prejudice here, but it's convenient to use that word, which both embodies Western prejudice and tells the truth) to advertise both their submissive quality and demand to be taken care of. ” —-
…..it's not “infantializing” because it does not “make” one a dependent person. It's “used” by a dependent person to signify her dependent quality and confirmity to the cultural values implied.
Example: When Carmina uses a “kawaii” thing from Japan, she is most unlikely think of it as a way to signal her want to be treated like a dependent woman but more likely to use it as a means to express her love for the visually unconventional, that's both “childish” and challenging.
Remember the word “kidult” that's the buzz years ago and how Gwen was considered the epitome of the “kidult”? I think the North American “kawaii” is perhaps a “kidult” thing — just because you're “all grown up now” you have to and would only be very serious. It's “fun” that does not exclude what kids consider fun too. It's likely kiddy fun things without having to “share it with your child,” “return to childhood along with your child.”
Enjoying “fun that does not exlude what used to be considered strictly kiddy fun and not adult fun” does not mean irresponsibility — it's simply fun that has a wider range than traditionally considered appropriate for an adult. The “irresponsibility” part probably comes from these visual qualities' traditional association with childhood.
Just a guess. Strictly typing while I think along. There's definitely space for revision and refinement…
Great post. Each culture & ethnic group has there own sensitives on how they are portrayed. There are certain things that groups may or may not accept within their own communities. Marketers has to be aware of histories & culturally sensitive.
Great post. Each culture & ethnic group has there own sensitives on how they are portrayed. There are certain things that groups may or may not accept within their own communities. Marketers has to be aware of histories & culturally sensitive.
i'll admit, i love my lil'G perfume and like Gwen's music but i absolutely hate the fact that her and the western definition of kawaii is contoured so badly to fit what's hot in terms of trends thats just goin to be trash at the end of the season. Bleh, honestly like stated previously, it's always about the money. Poor poor mindless sheep.
Ah, that makes sense. Cultural connotation of kawaii certainly is different from what many (Westerners, at least) consider kawaii graphic design. Ie, Winnie the Pooh and Bugs Bunny are cute and might be described as kawaii, but they aren't designed in what I consider kawaii visual style (in contrast to Sanrio and San-X, which are).
wow.
so many people are ranting on the merits of ' kawaii '.
kinda made me laugh for no reason. -lol-
im personally iffy on that Hello Kitty make-up (though i must say that the packaging is quite fashionable).
but that's just because me + makeup = disaster waiting to happen.
and some department store makeup is good. maybe the brand matters but the stuff that my mom got me from Nordstroms (or however you spell it XD ) is good. it's more of what you think is good makeup. -nods to self-
and the Harajuku Lovers perfume is pretty nice.
considering i hate strong fragrences, they're nice and light. plus those bottles are freaking adorable! <3
it's not really selling out, though, when you think about it. like, every other celebrity has a perfume, so there's no need to really bash anyone. and Gwen has an affinity for the Lolita/hip-hop-ish look, so it's perfect for many girls.
and seriously?! they have those condoms?! i just wanna get one to have.
what a great thing to show the parents.
XD
Ah, I didn't know about Tokidoki makeup. Not surprised though, since Tokidoki is backed by the Hard Candy founder…
I brought my Gwen perfume the other day.
Honestly it smells so good <3
I deffiantly recomend getting it
I brought my Gwen perfume the other day.
Honestly it smells so good <3
I deffiantly recomend getting it
LOL! Those condoms are really cute, but I hate MAC make up, HATE HATE HATE IT! It’s stinky, bad consistency, and thick-like drag queen stage make up. I would recommend it for Queens, but not even my worst enemy. Plus imagine the prices of that crap once they slap Hello Kitty’s face on it -_-‘ And Gwen Steffani is a joke, that monster can dig it’s own grave.
Hahah your comment made me laugh! I’ve discovered so many great indie makeup brands online recently… I doubt I’ll buy something from a dept store again!
Hahah your comment made me laugh! I’ve discovered so many great indie makeup brands online recently… I doubt I’ll buy something from a dept store again!
LOL! Those condoms are really cute, but I hate MAC make up, HATE HATE HATE IT! It’s stinky, bad consistency, and thick-like drag queen stage make up. I would recommend it for Queens, but not even my worst enemy. Plus imagine the prices of that crap once they slap Hello Kitty’s face on it -_-‘ And Gwen Steffani is a joke, that monster can dig it’s own grave.
Due to the strange fact that I wasnt able to enjoy and spend all my little kid cash in this hello kitty store that used to be in a mall, I am a die hard hello kitty fan now. I naturally love collecting,wearing, and looking at anything that I think is cute.
I too am bothered by the fact that people often think that we are trying to reach our inner kid or something like that, so we can escape from the reality of things. I am aware of reality and it does cause pain but I still love to flaunt and enjoy anything cute.
I am actually really happy that the western culture is starting something new and using kawaii. A reason why I love the Japanese culture is that its something old(traditional) and new(modern) at the same time. I am actually quite sick of american ‘trends’ and looking like a clone by the way I style my hair,make-up and the clothes I wear.
Japanese culture has offered me something new; a trend that I can add my own personal flair to :]
I always roll my eyes at the escapism excuse. I think lobotomies and drugs do a much better job at that than buying a Hello Kitty pencil case!
I always roll my eyes at the escapism excuse. I think lobotomies and drugs do a much better job at that than buying a Hello Kitty pencil case!
Due to the strange fact that I wasnt able to enjoy and spend all my little kid cash in this hello kitty store that used to be in a mall, I am a die hard hello kitty fan now. I naturally love collecting,wearing, and looking at anything that I think is cute.
I too am bothered by the fact that people often think that we are trying to reach our inner kid or something like that, so we can escape from the reality of things. I am aware of reality and it does cause pain but I still love to flaunt and enjoy anything cute.
I am actually really happy that the western culture is starting something new and using kawaii. A reason why I love the Japanese culture is that its something old(traditional) and new(modern) at the same time. I am actually quite sick of american ‘trends’ and looking like a clone by the way I style my hair,make-up and the clothes I wear.
Japanese culture has offered me something new; a trend that I can add my own personal flair to :]
Nice subject there. My objection is that most western designers only aim to take the mick out of the whole Japan frenzy going on in the US , sell it out as much as possible and then throw it to the trash when the time comes, while having caused the respective damage to the whole culture. For some people who actually grew up with Japanese culture from age 0 (in other words people who are not fashion victims or poseurs who just recently picked up the trend) , this almost feels like desecration. I also find it very provocative that these designers, will charge ridiculous prices for clothes and accessories that in fact are recycled loot from their outings in Harajuku, where the original fashion can be bought for 1/10th of the price or less. My nerves are gone thinking that these people simply pay for a trip to Tokyo, stalk every trend on every street, then go back to their countries and present their findings as new and pioneer designs of highly eclectic taste, as the peak of their artistic inspiration, an eccentricity which they market in a way that brings them thousands of dollars. Because the sheep know no better than believe what the TV says. I would appreciate some honesty there. “Yeah we ripped the Japanese ,but at least we are selling our items at reasonable prices”. Yes, the Japanese once ripped America and Europe too, they put it all in the mixer yet made it into something that eventually can be credited as original in its own strange way. And it is original, if you ask me. Yet i don’t think they had this arrogance that i see in Westerns designers towards Japan nowadays. Just my two cents tho.
I think you hit on something here – the lack of respect; the sense that it’s all for the bucks and once something no longer sells, it can be chucked away. Great point, also, about how the Japanese appropriate punk, surfer, hillbilly and other looks. It’s everywhere in Harajuku stores – and yes, most of it is for the money too. Sigh, isn’t it always…
I think you hit on something here – the lack of respect; the sense that it’s all for the bucks and once something no longer sells, it can be chucked away. Great point, also, about how the Japanese appropriate punk, surfer, hillbilly and other looks. It’s everywhere in Harajuku stores – and yes, most of it is for the money too. Sigh, isn’t it always…
I LOVE your reply because that is on the lines of what I think and believe thankyou love
also
I make mini tophats now and I am designing lolita wear
and I do FULLY agree with you on the westernized version of lolita
I can only find some nice pieces that aren’t half assed(like some of the one’s in fan plus fiend I think…), and when I sew my pieces I will NOT OPT for tacky shiny fabric or cut corners, because I think I should NOT do that to that gorgeous lifestyle that so many people live
I currently like this designer, because she is sweet lolita in the way I dared not to venture
http://www. etsy. com/shop. php?user_id=5948634
Nice clothes at the link!
Nice clothes at the link!
^^ I’m happy you agree. I guess several people feel weird about this situation.. Oh i know this seller, i’ve seen here work on ebay. I absolutely love her kimonos ^^ Good luck with your designs! I love top hats _> One would rather spend a little more on quality fabric than come up with a hideous result. It’s the people who support this industry after all and everything that comes with it. They should learn to demand quality , not just the name, for example “lolita” or “teh harajuku stylezzz”. Yet since all this is disposable, as i’ve said before nobody will sit and think about it. They’ll just jump to the next fad XD
So yeah let everyone enjoy the new western products and let the rest of us whine in a corner. *rolls eyes* It’s inevitable XDD
^^ I’m happy you agree. I guess several people feel weird about this situation.. Oh i know this seller, i’ve seen here work on ebay. I absolutely love her kimonos ^^ Good luck with your designs! I love top hats _> One would rather spend a little more on quality fabric than come up with a hideous result. It’s the people who support this industry after all and everything that comes with it. They should learn to demand quality , not just the name, for example “lolita” or “teh harajuku stylezzz”. Yet since all this is disposable, as i’ve said before nobody will sit and think about it. They’ll just jump to the next fad XD
So yeah let everyone enjoy the new western products and let the rest of us whine in a corner. *rolls eyes* It’s inevitable XDD
I LOVE your reply because that is on the lines of what I think and believe thankyou love
also
I make mini tophats now and I am designing lolita wear
and I do FULLY agree with you on the westernized version of lolita
I can only find some nice pieces that aren’t half assed(like some of the one’s in fan plus fiend I think…), and when I sew my pieces I will NOT OPT for tacky shiny fabric or cut corners, because I think I should NOT do that to that gorgeous lifestyle that so many people live
I currently like this designer, because she is sweet lolita in the way I dared not to venture
http://www. etsy. com/shop. php?user_id=5948634
Nice subject there. My objection is that most western designers only aim to take the mick out of the whole Japan frenzy going on in the US , sell it out as much as possible and then throw it to the trash when the time comes, while having caused the respective damage to the whole culture. For some people who actually grew up with Japanese culture from age 0 (in other words people who are not fashion victims or poseurs who just recently picked up the trend) , this almost feels like desecration. I also find it very provocative that these designers, will charge ridiculous prices for clothes and accessories that in fact are recycled loot from their outings in Harajuku, where the original fashion can be bought for 1/10th of the price or less. My nerves are gone thinking that these people simply pay for a trip to Tokyo, stalk every trend on every street, then go back to their countries and present their findings as new and pioneer designs of highly eclectic taste, as the peak of their artistic inspiration, an eccentricity which they market in a way that brings them thousands of dollars. Because the sheep know no better than believe what the TV says. I would appreciate some honesty there. “Yeah we ripped the Japanese ,but at least we are selling our items at reasonable prices”. Yes, the Japanese once ripped America and Europe too, they put it all in the mixer yet made it into something that eventually can be credited as original in its own strange way. And it is original, if you ask me. Yet i don’t think they had this arrogance that i see in Westerns designers towards Japan nowadays. Just my two cents tho.
p.s. XD The western version of Japanese fashion looks ugly most of the times. Obviously because people who do it don’t have the respective taste and are only in it for the bucks, save for a few undeground western lolita designers who openly admit what they are doing ,while showing respect to the culture that inspires them
I despise the fact that western goth brands have added a “lolita” section to their shops, selling half-assed, badly sewn, monster lace clothes. They’re hurting my eyes. Also the characters used in Gwen Stefani’s perfume ad are so not japanese >_>; There is only one word for this category of people: wannabees. Sorry if i sound too angry :P
Just out of curiosity, what are these people you’re refering to wanting to be? Also, what in your mind constitutes a poser?
Just out of curiosity, what are these people you’re refering to wanting to be? Also, what in your mind constitutes a poser?
p.s. XD The western version of Japanese fashion looks ugly most of the times. Obviously because people who do it don’t have the respective taste and are only in it for the bucks, save for a few undeground western lolita designers who openly admit what they are doing ,while showing respect to the culture that inspires them
I despise the fact that western goth brands have added a “lolita” section to their shops, selling half-assed, badly sewn, monster lace clothes. They’re hurting my eyes. Also the characters used in Gwen Stefani’s perfume ad are so not japanese >_>; There is only one word for this category of people: wannabees. Sorry if i sound too angry :P
i have all 5 perfumes. <3 music is my favorite. but they all smell so good.
i have all 5 perfumes. <3 music is my favorite. but they all smell so good.
I LOVE your reply because that is on the lines of what I think and believe thankyou love
also
I make mini tophats now and I am designing lolita wear
and I do FULLY agree with you on the westernized version of lolita
I can only find some nice pieces that aren't half assed(like some of the one's in fan plus fiend I think…), and when I sew my pieces I will NOT OPT for tacky shiny fabric or cut corners, because I think I should NOT do that to that gorgeous lifestyle that so many people live
I currently like this designer, because she is sweet lolita in the way I dared not to venture
http://www. etsy. com/shop. php?user_id=5948634
Nice clothes at the link!
And, on a second thought, I think I overstated the distinction between “cute but not kawaii” and “kawaii cute” than reality warrants. There really isn't an absolute demarcation between the two — otherwise we in Taiwan would have words for each instead of using the same word to refer to both and let the context decide which is what.
But I'd have to defend my polemics here — since the other extreme, the “pure” “kawaii cute,” isn't already understood, being blatantly grey would only lead to confusion.
Would Winnie the Pooh and Bugs Bunny be described as “kawaii”? I think so. But it's in the sense of the word closer to the Western “cute” and not as close to the “feminine kawaii cute.” Would a Taiwanese man wear a Pooh or a Bugs Bunny shirt? Not absolutely impossible but rare. Pooh is better known here and every adult Pooh lover I know is a woman. A man who professes to love Pooh would be considered quite eccentric at least. (Degree of social deviance is dependent on the overall context and not completely predetermined.) Bugs Bunny isn't as ingrained in the local pop culture. The lack of an established iconography means Bugs Bunny images cannot be used to convey identity as efficiently as the Pooh images, and hence there's hardly any fan and no possibility to generalize how the Bugs Bunny cute is interpreted in the local gender value context.
Here's something somewhat anedotal to demonstrate how the “non-kawaii cute” and “kawaii cute” isn't exactly separated here:
I have a face that (unfortunately to me) can sometimes be described as “cute,” and as we use the same word to refer to both “non-kawaii cute” and “kawaii cute” in Taiwan and “cute” things here are presumed vulnerable and dependent, from a very early age (around five I think) I've resolutely keep everything that can be described as “cute” out of my life, regardless of what kind of cute it is. I'd internally freak out and have micro identity crisis if anyone dares to describe me as “cute.” So far my effort has been largely successful. My disassociation from anything “cute” has made almost everyone ignore my cutesy features and never describe me as “cute” — almost everyone, save for a few lesbians who seem to be able to ignore my constructed personal iconography. *sigh*
I've always dressed very grown up since I was about nine; both my parents and I agreed that's more “like” me (which is one of the very few things we ever agreed on), and despite all the “cutesy” images I've supplied to you, I don't dress like that at all, primarily to avoid any possibility to be deemed “cute.” My favoriate monthly “must have” Japanese lifestyle periodical is “Misesu ミセス,” which is intended for women at least a decade older than me and resolutely devoid of “kawaii,” even the occasional “gifts for kids” feature includes only things that are highly sophisticated in taste.
I'm more an observer of visual culture, with a particular attraction to the fashion culture, and I collect magazines like Kera primarily as a means for observation and not fashion inspiration. While I do test-drive Kera makeups occasionally, I always alter it to make it look sultry and sophisticated and not “cute.”
I hate pictures of myself, partly because (though I'd never admit it elsewhere) I can't make myself look absolutely not cute in those images, and that always triggers my identity crisis.
I think I like your brand of “kawaii” because you manage to appropriate the visual kawaii and make it your own. Your take retains the visual appeal of it but not the original cultural/ gender attitude, and that, in a way, redeems “kawaii” for me. :)
My Japanese sucks and my understanding of the “real” Japanese culture is close to none, but having spent most part of my life here in Taiwan, I kind of think you are perhaps expanding what’s considered “kawaii” than the word is originally intended…
(Some historical and cultural backgrounds: In the early part of the 20th century, Taiwan was a Japanese colony for 50 years. Those who are in their 70s and 80s today received Japanese education, and the ruled actually adored the colonizers’ culture. Many were (and are) proud of their Japanese cultural connection. Our President of the 1990s grew up in the Colonization Era and, when still in office, once told a Japanese interviewer that he still primarily read Japanese books and relied on the Japanese media for his knowledge and insight.
It would be a huge oversimplication to say that Taiwan’s cultural — and hence commerical — affinity with Japan today is wholly and soley the result of the complete cultural brainwash of the colonized, as the cultural interconnectivity and exchange between the nations in the area — all physically very close — is a major part of each nation’s cultural backbone. I mean, can you say with absolute certainty which part of Margaret Atwood’s cultural makeup is Canadian, which part American, which part North American etc. etc.? In a way, Japan just happens to be the most successful in visually codifying and commercializing some of the shared values, and the “kawaii” culture’s ubiquity in this geological zone stems more from the shared values than the marketing success of the Japanese.
In short, I may not know Japanese culture all that well, but I did grow up in another culture that has a thing for the “kawaii” and grew up seeing a lot of “kawaii” things from Japan.)
Manga isn’t “kawaii,” neither is anime or the Pokemon characters. The Mizuno condom packaging isn’t “kawaii.” Men here are not averse to what North Americans consider “too cute for men,” but what’s “too cute for men” in North America isn’t necessarily, and more often simply not, considered “kawaii” over here. The E. Asian masculine aethetics is different from the N. American one, and from the N. American point of view, the E. Asian version has a lot of feminine qualities, but from the E. Asian P.O.V., it is not. E. Asian men are not afraid of wearing t-shirts printed with manga characters, because the characters whose images they dare to bear generally signify strong masculinity. Neither are they afraid of sleeping with a bunch of huge sexy anime women pillow sticks ( http://www.wretch.cc/blog/karate1029/12221379 scroll down for images. All pictures taken in the same male dorm room. These guys are otakus and their collection of porno-ized women manga/ anime character models are envied by non-otaku males in general), because these images are cute but not “kawaii” — these are cute images of vulnerable women whom they can do whatever they want to. (Can you guess what those pillows can also be used for?)
I would not say “kawaii” is infantilizing, because it’s used by infantile women (sorry for the value prejudice here, but it’s convenient to use that word, which both embodies Western prejudice and tells the truth) to advertise both their submissive quality and demand to be taken care of.
To me, the North American appropriation of “kawaii” is just the appropriation of its graphic design characteristics but not the inherent gender values. The North American version of the “kawaii” is not infantializing, because it is not. Gwen Stefani’s Harajuku Girls are so tough, they’d scare the s**t out of E. Asian men who love “cute” things and kawaii women.
I’m a twentysomething woman. My mom has always taught me to be self-reliant and be financially independent, which is considered heretically by many — some of my friends are actaully scolded by family and friends alike for aiming for financial independence. Here it’s not difficult to find very very well educated young women who value and strive for financial “dependence” on a man.
I’ve never put anything locally considered “kawaii” on my person (and my mom never dreamed of it). None of my friends who are independent (and often considered “too independent,” “too strong” for our own good by people around us) and I own anything locally considered “kawaii.” I don’t think anyone here would dream of suggesting that anything locally considered “kawaii” becoming of me, and I would think of it as a huge insult if anyone gives me anything locally considered “kawaii” as a gift (and nobody ever did.)
See the connection here?
P.S. I wrote all of the above off-the-cuff and in a ranting mood. Sorry if I sound unfriendly… just know that it’s towards those who think it’s for my own good for me to be a “kawaii” woman and not you.
Hi Nign,
I found your comments very insightful as always, and I certainly invite discussion about the topic. I am curious as to what you consider kawaii, and why you wouldn’t put, say, Pokemon and Super Deformed anime characters under this umbrella.
I haven’t visited Taiwan, but my family is from Hong Kong and I’ve spent considerable time there and in Tokyo. From what I know, my relatives and friends have never expressed a connection between kawaii and values about dependency… my cousins (older and younger) have kawaii toys. An older cousin made a Hello Kitty gingerbread house. Some friends in Tokyo wear cute objects in their hair or on their clothes. It seems to me that not much thought goes into it… very interesting to hear an alternate perspective.
I think it’s because Hong Kong women are wayyyyyyyy tougher than both Japanese and Taiwanese women in general and the gender equality in Hong Kong is also way better than in both Japan and Taiwan. :)
I’m certain the Hong Kong take of the “kawaii” is different from that of Taiwan and of Japan, just as the Taiwanese take is different from the Japanese. (By “take,” I mean cultural interpretation and connotation.)
As to what is “kawaii” and what is “not” — gawd, only if I could just explain it so easily…. It’s really difficult to put internalized cultural values down in words absolutely clearly. If I say that only things that would be considered visual embodiment of the signification of the user’s feminine submissiveness, helplessness and lack of autonomy are “kawaii”, would you understand it? If you can’t, just think of anything that you don’t find to be the visual embodiment of all of the above NOT “kawaii.” (Yeah, I’m one freaking jargon-loving philosophy major.)
Pokemons aren’t even “cute” here, and much less “kawaii.” I think “Western people” (N. Americans plus Europeans??) use “kawaii” to describe what is locally (in N. America/ Europe) considered “cute” AND from E. Asia, esp. Japan. This basically means what’s connoted with written Roman characters as “kawaii” is already different from what’s “かわいい” to the Japanese.
I don’t know about Hong Kong, but in Taiwan, we don’t have words to distinguish between “cute” and “kawaii.” We use only one word, which would be simply translated in English as “cute.” A lot of the distinctions are only and completely implied.
I’m fervantly hoping that no true “kawaii” woman is reading this — or at least no true “kawaii” woman who can understand what we’ve written is reading this, hence avoiding a huge verbal fight and the end of my ranting paradise. XD And I think I have a pretty good chance here, since your “kawaii” is really not the vulnerable kind and hence not attractive to the “kawaii woman.” ;)
As to why the “kawaii” graphic design qualities are becoming popular in the “West,” I honestly have not the faintest idea.
Ah, that makes sense. Cultural connotation of kawaii certainly is different from what many (Westerners, at least) consider kawaii graphic design. Ie, Winnie the Pooh and Bugs Bunny are cute and might be described as kawaii, but they aren’t designed in what I consider kawaii visual style (in contrast to Sanrio and San-X, which are).
And, on a second thought, I think I overstated the distinction between “cute but not kawaii” and “kawaii cute” than reality warrants. There really isn’t an absolute demarcation between the two — otherwise we in Taiwan would have words for each instead of using the same word to refer to both and let the context decide which is what.
But I’d have to defend my polemics here — since the other extreme, the “pure” “kawaii cute,” isn’t already understood, being blatantly grey would only lead to confusion.
Would Winnie the Pooh and Bugs Bunny be described as “kawaii”? I think so. But it’s in the sense of the word closer to the Western “cute” and not as close to the “feminine kawaii cute.” Would a Taiwanese man wear a Pooh or a Bugs Bunny shirt? Not absolutely impossible but rare. Pooh is better known here and every adult Pooh lover I know is a woman. A man who professes to love Pooh would be considered quite eccentric at least. (Degree of social deviance is dependent on the overall context and not completely predetermined.) Bugs Bunny isn’t as ingrained in the local pop culture. The lack of an established iconography means Bugs Bunny images cannot be used to convey identity as efficiently as the Pooh images, and hence there’s hardly any fan and no possibility to generalize how the Bugs Bunny cute is interpreted in the local gender value context.
Here’s something somewhat anedotal to demonstrate how the “non-kawaii cute” and “kawaii cute” isn’t exactly separated here:
I have a face that (unfortunately to me) can sometimes be described as “cute,” and as we use the same word to refer to both “non-kawaii cute” and “kawaii cute” in Taiwan and “cute” things here are presumed vulnerable and dependent, from a very early age (around five I think) I’ve resolutely keep everything that can be described as “cute” out of my life, regardless of what kind of cute it is. I’d internally freak out and have micro identity crisis if anyone dares to describe me as “cute.” So far my effort has been largely successful. My disassociation from anything “cute” has made almost everyone ignore my cutesy features and never describe me as “cute” — almost everyone, save for a few lesbians who seem to be able to ignore my constructed personal iconography. *sigh*
I’ve always dressed very grown up since I was about nine; both my parents and I agreed that’s more “like” me (which is one of the very few things we ever agreed on), and despite all the “cutesy” images I’ve supplied to you, I don’t dress like that at all, primarily to avoid any possibility to be deemed “cute.” My favoriate monthly “must have” Japanese lifestyle periodical is “Misesu ミセス,” which is intended for women at least a decade older than me and resolutely devoid of “kawaii,” even the occasional “gifts for kids” feature includes only things that are highly sophisticated in taste.
I’m more an observer of visual culture, with a particular attraction to the fashion culture, and I collect magazines like Kera primarily as a means for observation and not fashion inspiration. While I do test-drive Kera makeups occasionally, I always alter it to make it look sultry and sophisticated and not “cute.”
I hate pictures of myself, partly because (though I’d never admit it elsewhere) I can’t make myself look absolutely not cute in those images, and that always triggers my identity crisis.
I think I like your brand of “kawaii” because you manage to appropriate the visual kawaii and make it your own. Your take retains the visual appeal of it but not the original cultural/ gender attitude, and that, in a way, redeems “kawaii” for me. :)
And, on a second thought, I think I overstated the distinction between “cute but not kawaii” and “kawaii cute” than reality warrants. There really isn’t an absolute demarcation between the two — otherwise we in Taiwan would have words for each instead of using the same word to refer to both and let the context decide which is what.
But I’d have to defend my polemics here — since the other extreme, the “pure” “kawaii cute,” isn’t already understood, being blatantly grey would only lead to confusion.
Would Winnie the Pooh and Bugs Bunny be described as “kawaii”? I think so. But it’s in the sense of the word closer to the Western “cute” and not as close to the “feminine kawaii cute.” Would a Taiwanese man wear a Pooh or a Bugs Bunny shirt? Not absolutely impossible but rare. Pooh is better known here and every adult Pooh lover I know is a woman. A man who professes to love Pooh would be considered quite eccentric at least. (Degree of social deviance is dependent on the overall context and not completely predetermined.) Bugs Bunny isn’t as ingrained in the local pop culture. The lack of an established iconography means Bugs Bunny images cannot be used to convey identity as efficiently as the Pooh images, and hence there’s hardly any fan and no possibility to generalize how the Bugs Bunny cute is interpreted in the local gender value context.
Here’s something somewhat anedotal to demonstrate how the “non-kawaii cute” and “kawaii cute” isn’t exactly separated here:
I have a face that (unfortunately to me) can sometimes be described as “cute,” and as we use the same word to refer to both “non-kawaii cute” and “kawaii cute” in Taiwan and “cute” things here are presumed vulnerable and dependent, from a very early age (around five I think) I’ve resolutely keep everything that can be described as “cute” out of my life, regardless of what kind of cute it is. I’d internally freak out and have micro identity crisis if anyone dares to describe me as “cute.” So far my effort has been largely successful. My disassociation from anything “cute” has made almost everyone ignore my cutesy features and never describe me as “cute” — almost everyone, save for a few lesbians who seem to be able to ignore my constructed personal iconography. *sigh*
I’ve always dressed very grown up since I was about nine; both my parents and I agreed that’s more “like” me (which is one of the very few things we ever agreed on), and despite all the “cutesy” images I’ve supplied to you, I don’t dress like that at all, primarily to avoid any possibility to be deemed “cute.” My favoriate monthly “must have” Japanese lifestyle periodical is “Misesu ミセス,” which is intended for women at least a decade older than me and resolutely devoid of “kawaii,” even the occasional “gifts for kids” feature includes only things that are highly sophisticated in taste.
I’m more an observer of visual culture, with a particular attraction to the fashion culture, and I collect magazines like Kera primarily as a means for observation and not fashion inspiration. While I do test-drive Kera makeups occasionally, I always alter it to make it look sultry and sophisticated and not “cute.”
I hate pictures of myself, partly because (though I’d never admit it elsewhere) I can’t make myself look absolutely not cute in those images, and that always triggers my identity crisis.
I think I like your brand of “kawaii” because you manage to appropriate the visual kawaii and make it your own. Your take retains the visual appeal of it but not the original cultural/ gender attitude, and that, in a way, redeems “kawaii” for me. :)
Not sure if you’re aware of this fashion monthly, “Cawaii.” http://www.e-cawaii.net/ (There’s almost nothing on the site.)
As its name implies, it’s intended for the “kawaii women” (high schoolers in this case) and is heavy on what I described as the extreme form of “kawaii cute” that no man would touch. (Drag queens and male cosplayers that only cos female characters excepted.)
While Non-no has its male counterpart, “Men’s Non-no,” and Wolfin has its female counterpart, “Wolfin Girl” (the names mean nothing; it’s just cool to have names spelt in [fake] English), I’m 100% certain there’d never be a “Men’s Cawaii,” at least not as a men’s fashion magazine — though I can totally visualize a soft porn rag bearing that title and having some kind of market success.
Not sure if you’re aware of this fashion monthly, “Cawaii.” http://www.e-cawaii.net/ (There’s almost nothing on the site.)
As its name implies, it’s intended for the “kawaii women” (high schoolers in this case) and is heavy on what I described as the extreme form of “kawaii cute” that no man would touch. (Drag queens and male cosplayers that only cos female characters excepted.)
While Non-no has its male counterpart, “Men’s Non-no,” and Wolfin has its female counterpart, “Wolfin Girl” (the names mean nothing; it’s just cool to have names spelt in [fake] English), I’m 100% certain there’d never be a “Men’s Cawaii,” at least not as a men’s fashion magazine — though I can totally visualize a soft porn rag bearing that title and having some kind of market success.
Ah, that makes sense. Cultural connotation of kawaii certainly is different from what many (Westerners, at least) consider kawaii graphic design. Ie, Winnie the Pooh and Bugs Bunny are cute and might be described as kawaii, but they aren’t designed in what I consider kawaii visual style (in contrast to Sanrio and San-X, which are).
I think it’s because Hong Kong women are wayyyyyyyy tougher than both Japanese and Taiwanese women in general and the gender equality in Hong Kong is also way better than in both Japan and Taiwan. :)
I’m certain the Hong Kong take of the “kawaii” is different from that of Taiwan and of Japan, just as the Taiwanese take is different from the Japanese. (By “take,” I mean cultural interpretation and connotation.)
As to what is “kawaii” and what is “not” — gawd, only if I could just explain it so easily…. It’s really difficult to put internalized cultural values down in words absolutely clearly. If I say that only things that would be considered visual embodiment of the signification of the user’s feminine submissiveness, helplessness and lack of autonomy are “kawaii”, would you understand it? If you can’t, just think of anything that you don’t find to be the visual embodiment of all of the above NOT “kawaii.” (Yeah, I’m one freaking jargon-loving philosophy major.)
Pokemons aren’t even “cute” here, and much less “kawaii.” I think “Western people” (N. Americans plus Europeans??) use “kawaii” to describe what is locally (in N. America/ Europe) considered “cute” AND from E. Asia, esp. Japan. This basically means what’s connoted with written Roman characters as “kawaii” is already different from what’s “かわいい” to the Japanese.
I don’t know about Hong Kong, but in Taiwan, we don’t have words to distinguish between “cute” and “kawaii.” We use only one word, which would be simply translated in English as “cute.” A lot of the distinctions are only and completely implied.
I’m fervantly hoping that no true “kawaii” woman is reading this — or at least no true “kawaii” woman who can understand what we’ve written is reading this, hence avoiding a huge verbal fight and the end of my ranting paradise. XD And I think I have a pretty good chance here, since your “kawaii” is really not the vulnerable kind and hence not attractive to the “kawaii woman.” ;)
As to why the “kawaii” graphic design qualities are becoming popular in the “West,” I honestly have not the faintest idea.
Hi Nign,
I found your comments very insightful as always, and I certainly invite discussion about the topic. I am curious as to what you consider kawaii, and why you wouldn’t put, say, Pokemon and Super Deformed anime characters under this umbrella.
I haven’t visited Taiwan, but my family is from Hong Kong and I’ve spent considerable time there and in Tokyo. From what I know, my relatives and friends have never expressed a connection between kawaii and values about dependency… my cousins (older and younger) have kawaii toys. An older cousin made a Hello Kitty gingerbread house. Some friends in Tokyo wear cute objects in their hair or on their clothes. It seems to me that not much thought goes into it… very interesting to hear an alternate perspective.
Failed to complete the thought:
“I would not say “kawaii” is infantilizing, because it’s used by infantile women (sorry for the value prejudice here, but it’s convenient to use that word, which both embodies Western prejudice and tells the truth) to advertise both their submissive quality and demand to be taken care of. ” —-
…..it’s not “infantializing” because it does not “make” one a dependent person. It’s “used” by a dependent person to signify her dependent quality and confirmity to the cultural values implied.
Example: When Carmina uses a “kawaii” thing from Japan, she is most unlikely to think of it as a way to signal her want to be treated like a dependent woman but more likely to use it as a means to express her love for the visually unconventional that’s both “childish” and challenging.
Remember the word “kidult” that’s the buzz years ago and how Gwen was considered the epitome of the “kidult”? I think the North American “kawaii” is perhaps a “kidult” thing — just because you’re “all grown up now” you have to and would only be very serious. It’s “fun” that does not exclude what kids consider fun too. It’s liking kiddy fun things without having to “share it with your child,” “return to childhood along with your child.”
Enjoying “fun that does not exlude what used to be considered strictly kiddy fun and not adult fun” does not mean irresponsibility — it’s simply fun that has a wider range than traditionally considered appropriate for an adult. The “irresponsibility” part probably comes from these visual qualities’ traditional association with childhood.
Just a guess. Strictly typing while I think along. There’s definitely space for revision and refinement…
Failed to complete the thought:
“I would not say “kawaii” is infantilizing, because it’s used by infantile women (sorry for the value prejudice here, but it’s convenient to use that word, which both embodies Western prejudice and tells the truth) to advertise both their submissive quality and demand to be taken care of. ” —-
…..it’s not “infantializing” because it does not “make” one a dependent person. It’s “used” by a dependent person to signify her dependent quality and confirmity to the cultural values implied.
Example: When Carmina uses a “kawaii” thing from Japan, she is most unlikely to think of it as a way to signal her want to be treated like a dependent woman but more likely to use it as a means to express her love for the visually unconventional that’s both “childish” and challenging.
Remember the word “kidult” that’s the buzz years ago and how Gwen was considered the epitome of the “kidult”? I think the North American “kawaii” is perhaps a “kidult” thing — just because you’re “all grown up now” you have to and would only be very serious. It’s “fun” that does not exclude what kids consider fun too. It’s liking kiddy fun things without having to “share it with your child,” “return to childhood along with your child.”
Enjoying “fun that does not exlude what used to be considered strictly kiddy fun and not adult fun” does not mean irresponsibility — it’s simply fun that has a wider range than traditionally considered appropriate for an adult. The “irresponsibility” part probably comes from these visual qualities’ traditional association with childhood.
Just a guess. Strictly typing while I think along. There’s definitely space for revision and refinement…
My Japanese sucks and my understanding of the “real” Japanese culture is close to none, but having spent most part of my life here in Taiwan, I kind of think you are perhaps expanding what’s considered “kawaii” than the word is originally intended…
(Some historical and cultural backgrounds: In the early part of the 20th century, Taiwan was a Japanese colony for 50 years. Those who are in their 70s and 80s today received Japanese education, and the ruled actually adored the colonizers’ culture. Many were (and are) proud of their Japanese cultural connection. Our President of the 1990s grew up in the Colonization Era and, when still in office, once told a Japanese interviewer that he still primarily read Japanese books and relied on the Japanese media for his knowledge and insight.
It would be a huge oversimplication to say that Taiwan’s cultural — and hence commerical — affinity with Japan today is wholly and soley the result of the complete cultural brainwash of the colonized, as the cultural interconnectivity and exchange between the nations in the area — all physically very close — is a major part of each nation’s cultural backbone. I mean, can you say with absolute certainty which part of Margaret Atwood’s cultural makeup is Canadian, which part American, which part North American etc. etc.? In a way, Japan just happens to be the most successful in visually codifying and commercializing some of the shared values, and the “kawaii” culture’s ubiquity in this geological zone stems more from the shared values than the marketing success of the Japanese.
In short, I may not know Japanese culture all that well, but I did grow up in another culture that has a thing for the “kawaii” and grew up seeing a lot of “kawaii” things from Japan.)
Manga isn’t “kawaii,” neither is anime or the Pokemon characters. The Mizuno condom packaging isn’t “kawaii.” Men here are not averse to what North Americans consider “too cute for men,” but what’s “too cute for men” in North America isn’t necessarily, and more often simply not, considered “kawaii” over here. The E. Asian masculine aethetics is different from the N. American one, and from the N. American point of view, the E. Asian version has a lot of feminine qualities, but from the E. Asian P.O.V., it is not. E. Asian men are not afraid of wearing t-shirts printed with manga characters, because the characters whose images they dare to bear generally signify strong masculinity. Neither are they afraid of sleeping with a bunch of huge sexy anime women pillow sticks ( http://www.wretch.cc/blog/karate1029/12221379 scroll down for images. All pictures taken in the same male dorm room. These guys are otakus and their collection of porno-ized women manga/ anime character models are envied by non-otaku males in general), because these images are cute but not “kawaii” — these are cute images of vulnerable women whom they can do whatever they want to. (Can you guess what those pillows can also be used for?)
I would not say “kawaii” is infantilizing, because it’s used by infantile women (sorry for the value prejudice here, but it’s convenient to use that word, which both embodies Western prejudice and tells the truth) to advertise both their submissive quality and demand to be taken care of.
To me, the North American appropriation of “kawaii” is just the appropriation of its graphic design characteristics but not the inherent gender values. The North American version of the “kawaii” is not infantializing, because it is not. Gwen Stefani’s Harajuku Girls are so tough, they’d scare the s**t out of E. Asian men who love “cute” things and kawaii women.
I’m a twentysomething woman. My mom has always taught me to be self-reliant and be financially independent, which is considered heretically by many — some of my friends are actaully scolded by family and friends alike for aiming for financial independence. Here it’s not difficult to find very very well educated young women who value and strive for financial “dependence” on a man.
I’ve never put anything locally considered “kawaii” on my person (and my mom never dreamed of it). None of my friends who are independent (and often considered “too independent,” “too strong” for our own good by people around us) and I own anything locally considered “kawaii.” I don’t think anyone here would dream of suggesting that anything locally considered “kawaii” becoming of me, and I would think of it as a huge insult if anyone gives me anything locally considered “kawaii” as a gift (and nobody ever did.)
See the connection here?
P.S. I wrote all of the above off-the-cuff and in a ranting mood. Sorry if I sound unfriendly… just know that it’s towards those who think it’s for my own good for me to be a “kawaii” woman and not you.
great blog like always!
great blog like always!
It’s probably smarter to dislike X or Y brand movement on their own terms as opposed to the whole movement as a whole. It’s the nature of the beast for designer things to be ridiculously expensive – and it’s us that helps it along, you know? The kawaii movement being part of it is just the result of our times and circumstances, and hardly something new. The Impressionist movement in France was highly influenced by Chinoiserie and cheapie Japanese ukiyo-e prints, and this kawaii movement is just a modern version of the exact same thing. We just resent it more because there’s lots of money involved.
Tokidoki and Tarantino are just new designer brands, the exact same thing as Juicy Couture, Coach, et al. It just so happens they deal in cutesy mascots. At the very least, those two designers have some sort of thinking behind their creations, and actually manage to make something that is instantly recognisable as Tokidoki or Tarina Tarantino, and it’s clear they actually seem to have some understanding of what they’re being influenced by.
Gwen Stefani and her Harajuku fetish, on the other hand, is just what happens when someone with weeaboo tendencies also turns out to be rather rich and famous and having the common sense of a bent spoon. Her being quoted as saying the Harajuku Girls are manifestations of her imagination (wha- what?) and that the girls are apparently contracted to never speak in public (that is, they aren’t REAL, lol!) are classic examples of Western arrogance even when it incorporates other cultures into its own movement (you’d think it’d know better by now). It’s the same thing as rich Victorians running around wearing saris while treating their own Indian servants terribly. You just hope young girls will get a reality slap to the head first before they start copying Stefani’s attitude.
Japanese fashion trends are just fashion trends. Too many people don’t get that.
I think you’re right about the money being the root of a lot of the resentment. Money comes with envy, suspicion about motives, overall bad feeling. And the willingness to bend (integrity, values, respect, whatever you might call it) for the sake of greater profits.
Great discussion, everyone – I’m getting a lot of food for thought!
I think you’re right about the money being the root of a lot of the resentment. Money comes with envy, suspicion about motives, overall bad feeling. And the willingness to bend (integrity, values, respect, whatever you might call it) for the sake of greater profits.
Great discussion, everyone – I’m getting a lot of food for thought!
It’s probably smarter to dislike X or Y brand movement on their own terms as opposed to the whole movement as a whole. It’s the nature of the beast for designer things to be ridiculously expensive – and it’s us that helps it along, you know? The kawaii movement being part of it is just the result of our times and circumstances, and hardly something new. The Impressionist movement in France was highly influenced by Chinoiserie and cheapie Japanese ukiyo-e prints, and this kawaii movement is just a modern version of the exact same thing. We just resent it more because there’s lots of money involved.
Tokidoki and Tarantino are just new designer brands, the exact same thing as Juicy Couture, Coach, et al. It just so happens they deal in cutesy mascots. At the very least, those two designers have some sort of thinking behind their creations, and actually manage to make something that is instantly recognisable as Tokidoki or Tarina Tarantino, and it’s clear they actually seem to have some understanding of what they’re being influenced by.
Gwen Stefani and her Harajuku fetish, on the other hand, is just what happens when someone with weeaboo tendencies also turns out to be rather rich and famous and having the common sense of a bent spoon. Her being quoted as saying the Harajuku Girls are manifestations of her imagination (wha- what?) and that the girls are apparently contracted to never speak in public (that is, they aren’t REAL, lol!) are classic examples of Western arrogance even when it incorporates other cultures into its own movement (you’d think it’d know better by now). It’s the same thing as rich Victorians running around wearing saris while treating their own Indian servants terribly. You just hope young girls will get a reality slap to the head first before they start copying Stefani’s attitude.
Japanese fashion trends are just fashion trends. Too many people don’t get that.
I think that’s all there is to it too. But it just bugs that the West is now using this imagery and this style because the people they aim to sell to know nothing about the culture behind the style. They’ll wear it, flaunt it, and pretend like they care while the real fans feel like their territory got trampled. Though, Gwen does it pretty well. Those ads are lovely~
It just feels like when my favorite band went mainstream, and suddenly they weren’t my little secret anymore :[ It’s great for the fashion overall, being more available all over the world, but the original fans don’t always like to share.
I think that’s all there is to it too. But it just bugs that the West is now using this imagery and this style because the people they aim to sell to know nothing about the culture behind the style. They’ll wear it, flaunt it, and pretend like they care while the real fans feel like their territory got trampled. Though, Gwen does it pretty well. Those ads are lovely~
It just feels like when my favorite band went mainstream, and suddenly they weren’t my little secret anymore :[ It’s great for the fashion overall, being more available all over the world, but the original fans don’t always like to share.
when Western items are made kawaii, theres a bigger attraction for the cute item. its like looking at a baby n wanting to hold it
When using caricatures of ethnic&cultural groups to advert&mkt, you walk very a thin line. “Cute” may be seen as degrading
i like that they are trying to promote kawaii in western ads now, cuz hot n sex use to dominate. Even if it isnt “true” kawaii its the closest they can get and i like Gwen pulled it off nice. put i hate the mac hello kitty makeup…well mayb cuz i never liked hello kitty anyway…anyway love ur blog, my friend found u 4 me *hugs n kisses*
i like that they are trying to promote kawaii in western ads now, cuz hot n sex use to dominate. Even if it isnt “true” kawaii its the closest they can get and i like Gwen pulled it off nice. put i hate the mac hello kitty makeup…well mayb cuz i never liked hello kitty anyway…anyway love ur blog, my friend found u 4 me *hugs n kisses*
BTW, there’s Tokidoki makeup too!
The Gwen Stefani perfume bottles look raaad though (:
Ah, I didn’t know about Tokidoki makeup. Not surprised though, since Tokidoki is backed by the Hard Candy founder…
Ah, I didn’t know about Tokidoki makeup. Not surprised though, since Tokidoki is backed by the Hard Candy founder…
BTW, there’s Tokidoki makeup too!
The Gwen Stefani perfume bottles look raaad though (:
i’ll admit, i love my lil’G perfume and like Gwen’s music but i absolutely hate the fact that her and the western definition of kawaii is contoured so badly to fit what’s hot in terms of trends thats just goin to be trash at the end of the season. Bleh, honestly like stated previously, it’s always about the money. Poor poor mindless sheep.
wow.
so many people are ranting on the merits of ‘ kawaii ‘.
kinda made me laugh for no reason. -lol-
im personally iffy on that Hello Kitty make-up (though i must say that the packaging is quite fashionable).
but that’s just because me + makeup = disaster waiting to happen.
and some department store makeup is good. maybe the brand matters but the stuff that my mom got me from Nordstroms (or however you spell it XD ) is good. it’s more of what you think is good makeup. -nods to self-
and the Harajuku Lovers perfume is pretty nice.
considering i hate strong fragrences, they’re nice and light. plus those bottles are freaking adorable! <3
it's not really selling out, though, when you think about it. like, every other celebrity has a perfume, so there's no need to really bash anyone. and Gwen has an affinity for the Lolita/hip-hop-ish look, so it's perfect for many girls.
and seriously?! they have those condoms?! i just wanna get one to have.
what a great thing to show the parents.
XD
wow.
so many people are ranting on the merits of ‘ kawaii ‘.
kinda made me laugh for no reason. -lol-
im personally iffy on that Hello Kitty make-up (though i must say that the packaging is quite fashionable).
but that’s just because me + makeup = disaster waiting to happen.
and some department store makeup is good. maybe the brand matters but the stuff that my mom got me from Nordstroms (or however you spell it XD ) is good. it’s more of what you think is good makeup. -nods to self-
and the Harajuku Lovers perfume is pretty nice.
considering i hate strong fragrences, they’re nice and light. plus those bottles are freaking adorable! <3
it's not really selling out, though, when you think about it. like, every other celebrity has a perfume, so there's no need to really bash anyone. and Gwen has an affinity for the Lolita/hip-hop-ish look, so it's perfect for many girls.
and seriously?! they have those condoms?! i just wanna get one to have.
what a great thing to show the parents.
XD
M･A･C×Kittyちゃんのコラボ★ゎ
私も注目してま-す♪o(^o^)o
ゼッタイGETしますョ-♪(σ･∀･)σ
それから‥
スティラ×Barbieのコラボ☆にも注目してますョ♪v(^o^)
Kawaiiキャラクターグッズ♪がありますねぇ(*^｡^*)
HANGRY&ANGRY†
にも注目してください！(≧ω≦)ｂ
i never thot that i'd actually say condoms were cute! the packaging that is tho, lol!
something that bothers me about the mac and harajuku ads: it seems really out of place for those type of models to model for that type of product/line. when i think of kawaii and its image, i think of super adorable little girls or young women that look cute, not all high fashion looking like your typical models. they just seem out of place to me. its as if the companies were like, hmmm ok well we need to model this new campaign, lets just get out usual models and dress them funky with their clothing and makeup. i think to nail down essence of this style, they should of thought more “out of the box” and actually tried to do something different. just my thought.
Not sure if you're aware of this fashion monthly, “Cawaii.” http://www.e-cawaii.net/ (There's almost nothing on the site.)
As its name implies, it's intended for the “kawaii women” (high schoolers in this case) and is heavy on what I described as the extreme form of “kawaii cute” that no man would touch. (Drag queens and male cosplayers that only cos female characters excepted.)
While Non-no has its male counterpart, “Men's Non-no,” and Wolfin has its female counterpart, “Wolfin Girl” (the names mean nothing; it's just cool to have names spelt in [fake] English), I'm 100% certain there'd never be a “Men's Cawaii,” at least not as a men's fashion magazine — though I can totally visualize a soft porn rag bearing that title and having some kind of market success.
when Western items are made kawaii, theres a bigger attraction for the cute item. its like looking at a baby n wanting to hold it
when Western items are made kawaii, theres a bigger attraction for the cute item. its like looking at a baby n wanting to hold it
When using caricatures of ethnic&cultural groups to advert&mkt, you walk very a thin line. “Cute” may be seen as degrading
When using caricatures of ethnic&cultural groups to advert&mkt, you walk very a thin line. “Cute” may be seen as degrading
M･A･C×Kittyちゃんのコラボ★ゎ
私も注目してま-す♪o(^o^)o
ゼッタイGETしますョ-♪(σ･∀･)σ
それから‥
スティラ×Barbieのコラボ☆にも注目してますョ♪v(^o^)
Kawaiiキャラクターグッズ♪がありますねぇ(*^｡^*)
HANGRY&ANGRY†
にも注目してください！(≧ω≦)ｂ
M･A･C×Kittyちゃんのコラボ★ゎ
私も注目してま-す♪o(^o^)o
ゼッタイGETしますョ-♪(σ･∀･)σ
それから‥
スティラ×Barbieのコラボ☆にも注目してますョ♪v(^o^)
Kawaiiキャラクターグッズ♪がありますねぇ(*^｡^*)
HANGRY&ANGRY†
にも注目してください！(≧ω≦)ｂ
i never thot that i’d actually say condoms were cute! the packaging that is tho, lol!
something that bothers me about the mac and harajuku ads: it seems really out of place for those type of models to model for that type of product/line. when i think of kawaii and its image, i think of super adorable little girls or young women that look cute, not all high fashion looking like your typical models. they just seem out of place to me. its as if the companies were like, hmmm ok well we need to model this new campaign, lets just get out usual models and dress them funky with their clothing and makeup. i think to nail down essence of this style, they should of thought more “out of the box” and actually tried to do something different. just my thought.
i was just thinking (lol!) that if they still wanted to use their usual models, they could of had them smiling, looking warm hearted, cute instead of them looking serious and very “poesy” looking.
The models bother me too. I am also bothered when people swap K for C in an attempt to be cutesy… like Kid’s Korner. Or in this case, Kitty Kouture. Sigh…
The models bother me too. I am also bothered when people swap K for C in an attempt to be cutesy… like Kid’s Korner. Or in this case, Kitty Kouture. Sigh…
i was just thinking (lol!) that if they still wanted to use their usual models, they could of had them smiling, looking warm hearted, cute instead of them looking serious and very “poesy” looking.
i never thot that i’d actually say condoms were cute! the packaging that is tho, lol!
something that bothers me about the mac and harajuku ads: it seems really out of place for those type of models to model for that type of product/line. when i think of kawaii and its image, i think of super adorable little girls or young women that look cute, not all high fashion looking like your typical models. they just seem out of place to me. its as if the companies were like, hmmm ok well we need to model this new campaign, lets just get out usual models and dress them funky with their clothing and makeup. i think to nail down essence of this style, they should of thought more “out of the box” and actually tried to do something different. just my thought.
Regretting my rashed writing done earlier today… Theorizing while groggy means an over abundence of language errors… Yaks yaks. (Note to self: Never attempt writing when barely five minutes awake, and when failing to inhibit self, at least don't continue writing without getting breakfast or that first cup of energizing green tea.)
What does the increasing popularity of the “kawaii” (of the North American intrepretation variety) style of visual design mean?
(Since “kawaii” is present in both 2-dimensional graphics and fashion culture, calling it “a style of visual design” seems more appropriate and comprehensive. Also, I'm only trying to explain the popularity of the “kawaii” style, not including Lolita and other related subcutlures.)
My conjectures:
* As more and more people refuse to relinquish computer “games,” which used to be strictly kids' province, after they become adults, doing “not very adult” things gradually became not so frowned upon. Actually, a lot of geeky things that used to be considered hobbies practiced only by child-like eccentrics have become quite commonplace as well.
Evidence:
– O'Reilly's immensely successful “MAKE” magazine, which, btw, incorporates the Japanese “mook” (magazine-book) concept in its publication-design plan. MAKE's younger sister publication “CRAFT,” also a mook, often features kawaii (kiddie cute for the grownup) craft projects.
– The Steampunk… movement?, which is both a hobby and an aethestic-lifestyle choice. The Steampunk spirit also happens to be quite close to that of “MAKE” in many ways. (Explaining what's the “MAKE” spirit takes too much time and is off topic, so I choose not to.)
– ThinkGeek.com, which specializes in adult toys marketed as geeky things that in fact may not be all that geeky and are just toys.
* In the meantime, Western advanced economies' wealth continued to grow. (It's said that even after the recent financial destruction, people are still much better off than 20 years ago.
http://nymag.com/daily/intel/2009/01/why_the_wo… ) The general public has increasingly devoted more time and money to personal leisure. The leisure goods and activities market expanded, which means an expansion of the adult video game market as well — and the general acceptance of the “adult video game” concept.
And as the contents of computer games “grew up” with the players, the concept of a “fun thing that used to be only kiddy fun but now both children and adult can enjoy in a socially accepted manner” also came into being. And perhaps after that, a “fun thing that used to be only kiddy fun but now has been transformed into a new kind of adult fun” concept.
* As East Asian countries became richer, more families sent their kids to Western countries for better educational opportunities. These permenant and temporate emigrants brought their local pop culture, including anime, manga and “kawaii” goods, with them to the host countries. The spread of household access to the internet and the popularity of p2p software made these “cultural baggages” more portable and abundant. Cultural exchanges between emigrants and natives brought these external pop cultures into local culture. Some entrepreneurial fans began publishing translated manga while some others subbed animes, which spread on the web. Both facilitated the spread of the manga/ anime culture and its visual aesthetics, which in turn prepared for the cultural and aesthetic acceptance of all things “kawaii.”
That preparation is necessary, becauseI can still recall a time when it's scandalous for a Western adult to be publicly infatunated with things that are very cute. I think in a way it still is, if that person is infatuated with things that are not “kawaii” cute but traditional Western cute that's probably still only allowed to kids.
* All of the above colluded to form the “kawaii” trend — it's the visual embodiment of a new cultural value that says you don't have to be all serious to be a proper adult. N. Americans appropriated the “kawaii” design style in part because appropriation and reinvention is easier than creating from scratch, and also because globalization means the originals, the “kawaii” goods created by the Japanese, are more likely to make their way into the foreign market. This gave the Japanese “kawaii” style the first mover advantage and established the fundamental style vocabulary.
I also think that people marrying late/ not marrying/ not having kids might also have contributed to this a bit. People used to marry a lot earlier and have kids when they were in their early twenties. Having kids means both you get to indulge in cute things and cute activities in the name of somebody else. That way, you can be not serious without being called not serious. Having kids also means that you have to behave very “adult,” i.e. serious and not like a kid at all, for all the crashing responsibility of raising a family. It's especially so if you're still young — you probably have to repress your urge to be “kid-like” lest you be called not a good parent, i.e., a proper adult. When people stop having kids when they're still very young themselves, all these changed. There is no excuse for being not so serious and also no need to be.
The increasing prominence of visual culture in all aspects of life also contributed: the “kawaii” style is both a way to make yourself visually stand out and a way to make your goods look different and untraditional while creating a new convention and new niche.
Yet from the vantage point of now, I am also wondering how different the “kawaii” is different from the mods, the hippies, and the ravers of previous generations. Is it only a youth thing? Would it pass as time goes on? Would the attraction to “kawaii” remain as people grow older?
***
So some revision to my earlier attempt to define the North American “kawaii”: It's a new kind of cute that's adult-appropriate, i.e., not “infantile.”
***
As I've not even been “on the ground” in North America during most of this and have only played video game exactly *once* in my life (computer game: zero) and I also did no research and have no hard evidence on anything I said here, there's bound to be some important factors that I'm not aware of and some things simply misconstrued. And I'm also aware that my interpretation ignore one important demographic: teens. Since I'm too old to know what they went through, how “kawaii” came into their life, what they think of “kawaii” etc. etc., I wouldn't even try to guess.
***
I cobbled the thing together piecemeal throughout the day, so the text is somewhat unevenly written. (Not that I've done anything that's not a blog comment and well written, ha.) This is only a very rough draft, yet my feeble interest in the kawaii culture isn't enough for me to work towards anything more polished, so here you have it. :)
Regretting my rashed writing done earlier today… Theorizing while groggy means an over abundence of language errors… Yaks yaks. (Note to self: Never attempt writing when barely five minutes awake, and when failing to inhibit self, at least don’t continue writing without getting breakfast or that first cup of energizing green tea.)
What does the increasing popularity of the “kawaii” (of the North American intrepretation variety) style of visual design mean?
(Since “kawaii” is present in both 2-dimensional graphics and fashion culture, calling it “a style of visual design” seems more appropriate and comprehensive. Also, I’m only trying to explain the popularity of the “kawaii” style, not including Lolita and other related subcutlures.)
My conjectures:
* As more and more people refuse to relinquish computer “games,” which used to be strictly kids’ province, after they become adults, doing “not very adult” things gradually became not so frowned upon. Actually, a lot of geeky things that used to be considered hobbies practiced only by child-like eccentrics have become quite commonplace as well.
Evidence:
– O’Reilly’s immensely successful “MAKE” magazine, which, btw, incorporates the Japanese “mook” (magazine-book) concept in its publication-design plan. MAKE’s younger sister publication “CRAFT,” also a mook, often features kawaii (kiddie cute for the grownup) craft projects.
– The Steampunk… movement?, which is both a hobby and an aethestic-lifestyle choice. The Steampunk spirit also happens to be quite close to that of “MAKE” in many ways. (Explaining what’s the “MAKE” spirit takes too much time and is off topic, so I choose not to.)
– ThinkGeek.com, which specializes in adult toys marketed as geeky things that in fact may not be all that geeky and are just toys.
* In the meantime, Western advanced economies’ wealth continued to grow. (It’s said that even after the recent financial destruction, people are still much better off than 20 years ago.
http://nymag.com/daily/intel/2009/01/why_the_worst_since_is_actuall.html ) The general public has increasingly devoted more time and money to personal leisure. The leisure goods and activities market expanded, which means an expansion of the adult video game market as well — and the general acceptance of the “adult video game” concept.
And as the contents of computer games “grew up” with the players, the concept of a “fun thing that used to be only kiddy fun but now both children and adult can enjoy in a socially accepted manner” also came into being. And perhaps after that, a “fun thing that used to be only kiddy fun but now has been transformed into a new kind of adult fun” concept.
* As East Asian countries became richer, more families sent their kids to Western countries for better educational opportunities. These permenant and temporate emigrants brought their local pop culture, including anime, manga and “kawaii” goods, with them to the host countries. The spread of household access to the internet and the popularity of p2p software made these “cultural baggages” more portable and abundant. Cultural exchanges between emigrants and natives brought these external pop cultures into local culture. Some entrepreneurial fans began publishing translated manga while some others subbed animes, which spread on the web. Both facilitated the spread of the manga/ anime culture and its visual aesthetics, which in turn prepared for the cultural and aesthetic acceptance of all things “kawaii.”
That preparation was necessary, because I can still recall a time when it’s scandalous for a Western adult to be publicly infatunated with things that are very cute. I think in a way it still is, if that person is infatuated with things that are not “kawaii” cute but traditional Western cute that’s probably still only allowed to kids.
* All of the above colluded to form the “kawaii” trend — it’s the visual embodiment of a new cultural value that says you don’t have to be all serious to be a proper adult. N. Americans appropriated the “kawaii” design style in part because appropriation and reinvention is easier than creating from scratch, and also because globalization means the originals, the “kawaii” goods created by the Japanese, are more likely to make their way into the foreign market. This gave the Japanese “kawaii” style the first mover advantage and established the fundamental style vocabulary.
I also think that people marrying late/ not marrying/ not having kids might also have contributed to this a bit. People used to marry a lot earlier and have kids when they were in their early twenties. Having kids means both you get to indulge in cute things and cute activities in the name of somebody else. That way, you can be not serious without being called not serious. Having kids also means that you have to behave very “adult,” i.e. serious and not like a kid at all, for all the crashing responsibility of raising a family. It’s especially so if you’re still young — you probably have to repress your urge to be “kid-like” lest you be called not a good parent, i.e., a proper adult. When people stop having kids when they’re still very young themselves, all these changed. There is no excuse for being not so serious and also no need to be.
The increasing prominence of visual culture in all aspects of life also contributed: the “kawaii” style is both a way to make yourself visually stand out and a way to make your goods look different and untraditional while creating a new convention and new niche.
Yet from the vantage point of now, I am also wondering how different the “kawaii” is different from the mods, the hippies, and the ravers of previous generations. Is it only a youth thing? Would it pass as time goes on? Would the attraction to “kawaii” remain as people grow older?
***
So some revision to my earlier attempt to define the North American “kawaii”: It’s a new kind of cute that’s adult-appropriate, i.e., not “infantile.”
***
As I’ve not even been “on the ground” in North America during most of this and have only played video game exactly *once* in my life (computer game: zero) and I also did no research and have no hard evidence on anything I said here, there’s bound to be some important factors that I’m not aware of and some things simply misconstrued. And I’m also aware that my interpretation neglects one important demographic: teens. Since I’m too old to know what they went through, how “kawaii” came into their life, what they think of “kawaii” etc. etc., I wouldn’t even try to guess.
***
I cobbled the thing together piecemeal throughout the day, so the text is somewhat unevenly written. (Not that I’ve done anything that’s not a blog comment and well written, ha.) This is only a very rough draft, yet my feeble interest in the kawaii culture isn’t enough for me to work towards anything more polished, so here you have it. :)
And… do you think that many decidedly very “mature” adults starting to act and dress young has anything to do with it? Such as: Punkish fortysomethings and rockeresque seventy-plus granpas.
I think, in a way, these behavior both legitmizes younger people acting and dressing even younger than what’s traditionally appropriate and forcing them to, for the sake of distinguishing themselves from the truly “old.”
A lot of these things — the “kawaii” trend, the ThinkGeek-type adult toys, the MAKE-kind of scientific experimentation and creation for non-utilitarian, “childish” motives and insistance on very pure, somewhat innocent values (which is/ used to be the hallmark of the hacker culture) — probably wouldn’t have been possible without the internet, where like-minded people can band together, which lets minorities feel their “thing,” whatever that is, justified by peer support instead of prohibited by the peer/ community pressure of their immediate social groups.
It’s funny – I see a lot of people my age doing the traditional “serious” things – marriage, moving to the burbs, serious job… and I think there *is* a lot of legitimizing that goes on to convince themselves that they’re young and hip nonetheless. Such as living in certain neighborhoods, listening to certain indie bands…
Probably because I avoid those who lead very “normal” lives — those who marry when “it’s time,” have kids because they’re married (i.e. for the sake of having kids), take up certain jobs because they pay and earn them certain kinds of social respect, buy a house because they think they’re supposed to, etc. etc. — like the plague, I wasn’t thinking of those “young” people when I was writing it. I was only thinking of those who cannot in any other way claim to be not “old” — those firmly in their middle age and those who are plain old senior citizens.
By partaking in or never giving up on the subcultures of the cooler and hipper, these really “not young” people convince themselves they’re not “not young,” yet because their participation also has the effect of “polluting” (from the point of view of those originally in them and those whom the subcultures were originally intended for) the image of these subcultures, their act forces some of those truly young who would have adopted these subcultures as symbols of their youthfulness, i.e., different from the old, seek out new ways to be young and thus create new subcultures.
I never thought “so cute it hurts” can be more than an ad slogan, but in the case of the kawaii culture in North America, it’s probably true.
Yet if even M.A.C. is doing something kawaii, this “cute rebellion” probably has gained enough mainstream hip cred to attract those whose values conform to the hegemonic mainstream to “experiment” with it by buying something “kawaii” to see how it fit into their identity, though I doubt they’d venture as far as trying it on as a lifestyle choice and not just a lipstick packaging — or has the “kawaii” become so socially acceptable that they would?
Every time I find more than a couple “wrong” people doing what I’ve been doing because they think it makes them cool or better or whatever, I can’t help relinquishing that thing or turning it into a secret activity or I would feel “tainted” (identity crisis seems particularly becoming of me, ha).
Would you give up on “kawaii” and the Lolita culture if they become very mainstream? I suppose that depends on what these things are to you….?
Probably because I avoid those who lead very “normal” lives — those who marry when “it’s time,” have kids because they’re married (i.e. for the sake of having kids), take up certain jobs because they pay and earn them certain kinds of social respect, buy a house because they think they’re supposed to, etc. etc. — like the plague, I wasn’t thinking of those “young” people when I was writing it. I was only thinking of those who cannot in any other way claim to be not “old” — those firmly in their middle age and those who are plain old senior citizens.
By partaking in or never giving up on the subcultures of the cooler and hipper, these really “not young” people convince themselves they’re not “not young,” yet because their participation also has the effect of “polluting” (from the point of view of those originally in them and those whom the subcultures were originally intended for) the image of these subcultures, their act forces some of those truly young who would have adopted these subcultures as symbols of their youthfulness, i.e., different from the old, seek out new ways to be young and thus create new subcultures.
I never thought “so cute it hurts” can be more than an ad slogan, but in the case of the kawaii culture in North America, it’s probably true.
Yet if even M.A.C. is doing something kawaii, this “cute rebellion” probably has gained enough mainstream hip cred to attract those whose values conform to the hegemonic mainstream to “experiment” with it by buying something “kawaii” to see how it fit into their identity, though I doubt they’d venture as far as trying it on as a lifestyle choice and not just a lipstick packaging — or has the “kawaii” become so socially acceptable that they would?
Every time I find more than a couple “wrong” people doing what I’ve been doing because they think it makes them cool or better or whatever, I can’t help relinquishing that thing or turning it into a secret activity or I would feel “tainted” (identity crisis seems particularly becoming of me, ha).
Would you give up on “kawaii” and the Lolita culture if they become very mainstream? I suppose that depends on what these things are to you….?
It’s funny – I see a lot of people my age doing the traditional “serious” things – marriage, moving to the burbs, serious job… and I think there *is* a lot of legitimizing that goes on to convince themselves that they’re young and hip nonetheless. Such as living in certain neighborhoods, listening to certain indie bands…
And… do you think that many decidedly very “mature” adults starting to act and dress young has anything to do with it? Such as: Punkish fortysomethings and rockeresque seventy-plus granpas.
I think, in a way, these behavior both legitmizes younger people acting and dressing even younger than what’s traditionally appropriate and forcing them to, for the sake of distinguishing themselves from the truly “old.”
A lot of these things — the “kawaii” trend, the ThinkGeek-type adult toys, the MAKE-kind of scientific experimentation and creation for non-utilitarian, “childish” motives and insistance on very pure, somewhat innocent values (which is/ used to be the hallmark of the hacker culture) — probably wouldn’t have been possible without the internet, where like-minded people can band together, which lets minorities feel their “thing,” whatever that is, justified by peer support instead of prohibited by the peer/ community pressure of their immediate social groups.
Since I brought “MAKE” and ThinkGeek into the mix, I’ve been wondering if I should kick myself for not having read “The Rise of the Creative Class,” which I semi-derided as another hip ethnography, in the vein of David Brooks’s “Bobos in Paradise,” on things already happening for ages. I suppose in some ways both of us are “Bobos” and also part of that “creative class” Florida described.
Since I brought “MAKE” and ThinkGeek into the mix, I’ve been wondering if I should kick myself for not having read “The Rise of the Creative Class,” which I semi-derided as another hip ethnography, in the vein of David Brooks’s “Bobos in Paradise,” on things already happening for ages. I suppose in some ways both of us are “Bobos” and also part of that “creative class” Florida described.
Regretting my rashed writing done earlier today… Theorizing while groggy means an over abundence of language errors… Yaks yaks. (Note to self: Never attempt writing when barely five minutes awake, and when failing to inhibit self, at least don’t continue writing without getting breakfast or that first cup of energizing green tea.)
What does the increasing popularity of the “kawaii” (of the North American intrepretation variety) style of visual design mean?
(Since “kawaii” is present in both 2-dimensional graphics and fashion culture, calling it “a style of visual design” seems more appropriate and comprehensive. Also, I’m only trying to explain the popularity of the “kawaii” style, not including Lolita and other related subcutlures.)
My conjectures:
* As more and more people refuse to relinquish computer “games,” which used to be strictly kids’ province, after they become adults, doing “not very adult” things gradually became not so frowned upon. Actually, a lot of geeky things that used to be considered hobbies practiced only by child-like eccentrics have become quite commonplace as well.
Evidence:
– O’Reilly’s immensely successful “MAKE” magazine, which, btw, incorporates the Japanese “mook” (magazine-book) concept in its publication-design plan. MAKE’s younger sister publication “CRAFT,” also a mook, often features kawaii (kiddie cute for the grownup) craft projects.
– The Steampunk… movement?, which is both a hobby and an aethestic-lifestyle choice. The Steampunk spirit also happens to be quite close to that of “MAKE” in many ways. (Explaining what’s the “MAKE” spirit takes too much time and is off topic, so I choose not to.)
– ThinkGeek.com, which specializes in adult toys marketed as geeky things that in fact may not be all that geeky and are just toys.
* In the meantime, Western advanced economies’ wealth continued to grow. (It’s said that even after the recent financial destruction, people are still much better off than 20 years ago.
http://nymag.com/daily/intel/2009/01/why_the_worst_since_is_actuall.html ) The general public has increasingly devoted more time and money to personal leisure. The leisure goods and activities market expanded, which means an expansion of the adult video game market as well — and the general acceptance of the “adult video game” concept.
And as the contents of computer games “grew up” with the players, the concept of a “fun thing that used to be only kiddy fun but now both children and adult can enjoy in a socially accepted manner” also came into being. And perhaps after that, a “fun thing that used to be only kiddy fun but now has been transformed into a new kind of adult fun” concept.
* As East Asian countries became richer, more families sent their kids to Western countries for better educational opportunities. These permenant and temporate emigrants brought their local pop culture, including anime, manga and “kawaii” goods, with them to the host countries. The spread of household access to the internet and the popularity of p2p software made these “cultural baggages” more portable and abundant. Cultural exchanges between emigrants and natives brought these external pop cultures into local culture. Some entrepreneurial fans began publishing translated manga while some others subbed animes, which spread on the web. Both facilitated the spread of the manga/ anime culture and its visual aesthetics, which in turn prepared for the cultural and aesthetic acceptance of all things “kawaii.”
That preparation was necessary, because I can still recall a time when it’s scandalous for a Western adult to be publicly infatunated with things that are very cute. I think in a way it still is, if that person is infatuated with things that are not “kawaii” cute but traditional Western cute that’s probably still only allowed to kids.
* All of the above colluded to form the “kawaii” trend — it’s the visual embodiment of a new cultural value that says you don’t have to be all serious to be a proper adult. N. Americans appropriated the “kawaii” design style in part because appropriation and reinvention is easier than creating from scratch, and also because globalization means the originals, the “kawaii” goods created by the Japanese, are more likely to make their way into the foreign market. This gave the Japanese “kawaii” style the first mover advantage and established the fundamental style vocabulary.
I also think that people marrying late/ not marrying/ not having kids might also have contributed to this a bit. People used to marry a lot earlier and have kids when they were in their early twenties. Having kids means both you get to indulge in cute things and cute activities in the name of somebody else. That way, you can be not serious without being called not serious. Having kids also means that you have to behave very “adult,” i.e. serious and not like a kid at all, for all the crashing responsibility of raising a family. It’s especially so if you’re still young — you probably have to repress your urge to be “kid-like” lest you be called not a good parent, i.e., a proper adult. When people stop having kids when they’re still very young themselves, all these changed. There is no excuse for being not so serious and also no need to be.
The increasing prominence of visual culture in all aspects of life also contributed: the “kawaii” style is both a way to make yourself visually stand out and a way to make your goods look different and untraditional while creating a new convention and new niche.
Yet from the vantage point of now, I am also wondering how different the “kawaii” is different from the mods, the hippies, and the ravers of previous generations. Is it only a youth thing? Would it pass as time goes on? Would the attraction to “kawaii” remain as people grow older?
***
So some revision to my earlier attempt to define the North American “kawaii”: It’s a new kind of cute that’s adult-appropriate, i.e., not “infantile.”
***
As I’ve not even been “on the ground” in North America during most of this and have only played video game exactly *once* in my life (computer game: zero) and I also did no research and have no hard evidence on anything I said here, there’s bound to be some important factors that I’m not aware of and some things simply misconstrued. And I’m also aware that my interpretation neglects one important demographic: teens. Since I’m too old to know what they went through, how “kawaii” came into their life, what they think of “kawaii” etc. etc., I wouldn’t even try to guess.
***
I cobbled the thing together piecemeal throughout the day, so the text is somewhat unevenly written. (Not that I’ve done anything that’s not a blog comment and well written, ha.) This is only a very rough draft, yet my feeble interest in the kawaii culture isn’t enough for me to work towards anything more polished, so here you have it. :)
Well, to be honest most designers will stalk trends and ideas in other countries to create inspirations for their designs and lines, regardless of the history or culture behind it. I fully believe in understanding the meaning and history behind something before wearing it – I won't wear shirts with slogans or names from thrift stores, I won't drop a word I don't know the meaning of in a conversation, and I don't scream “KAWAII!!!1!” at every cute thing I see. I do enjoy the different styles and mixing and matching in street fashion. It's fun to create and I dig the bright colors and different textures, but I'm not going to go all out and start wearing it because it's new or fashionable. One of the things they stressed at my old college was the different between fashion and style. Fashion is worn, style is created. I don't see the point in buying all-new fashion when I can easily adapt my style to include a few new elements. I've actually been working on adding in brighter colors and more prints to my wardrobe, and I'm doing it carefully. I want items that will last me years, not weeks, and that's what a lot of this mass-produced mainstream kawaii is.
^^ I'm happy you agree. I guess several people feel weird about this situation.. Oh i know this seller, i've seen here work on ebay. I absolutely love her kimonos ^^ Good luck with your designs! I love top hats <3
Btw shiny fabric and monster lace are so scary X_x Not in lolita terms only, but in general >_> One would rather spend a little more on quality fabric than come up with a hideous result. It's the people who support this industry after all and everything that comes with it. They should learn to demand quality , not just the name, for example “lolita” or “teh harajuku stylezzz”. Yet since all this is disposable, as i've said before nobody will sit and think about it. They'll just jump to the next fad XD
So yeah let everyone enjoy the new western products and let the rest of us whine in a corner. *rolls eyes* It's inevitable XDD
i was just thinking (lol!) that if they still wanted to use their usual models, they could of had them smiling, looking warm hearted, cute instead of them looking serious and very “poesy” looking.
The models bother me too. I am also bothered when people swap K for C in an attempt to be cutesy… like Kid's Korner. Or in this case, Kitty Kouture. Sigh…
I read somewhere that the Japanese are obsessed with “kawaii” because their culture includes a very solemn, srious aspect and the kawaii element is an outlet for most. It's incorporated into culture now, East Asian and Western alike, probably because it's the mainstream way to indulge in cute and childhood-like fantasies. Everyone can relate to it, so things like Hello Kitty are reminiscent of being a child. Some retain the kawaii aspect as a lifestyle or obsession, but it probably appeals more o them than society as it is.
As for Western designers borrowing Japanese design elements…I guess it's because people aren't used to it. The Western culture may have had a taste of Japanese influence, but once it's fully incorporated into a campaign or something, it's probably obvious. Most of the talk must be from people who are new to Japanese elements. Personally, I don't see a problem with the borrowing. It brings new and fresh perspective, while appealing to a different audience and promoting new ideas.
'Tis not a kawaii overload, but just a shock to those who haven't been exposed to the kawaii movement.
Well, to be honest most designers will stalk trends and ideas in other countries to create inspirations for their designs and lines, regardless of the history or culture behind it. I fully believe in understanding the meaning and history behind something before wearing it – I won’t wear shirts with slogans or names from thrift stores, I won’t drop a word I don’t know the meaning of in a conversation, and I don’t scream “KAWAII!!!1!” at every cute thing I see. I do enjoy the different styles and mixing and matching in street fashion. It’s fun to create and I dig the bright colors and different textures, but I’m not going to go all out and start wearing it because it’s new or fashionable. One of the things they stressed at my old college was the different between fashion and style. Fashion is worn, style is created. I don’t see the point in buying all-new fashion when I can easily adapt my style to include a few new elements. I’ve actually been working on adding in brighter colors and more prints to my wardrobe, and I’m doing it carefully. I want items that will last me years, not weeks, and that’s what a lot of this mass-produced mainstream kawaii is.
Well, to be honest most designers will stalk trends and ideas in other countries to create inspirations for their designs and lines, regardless of the history or culture behind it. I fully believe in understanding the meaning and history behind something before wearing it – I won’t wear shirts with slogans or names from thrift stores, I won’t drop a word I don’t know the meaning of in a conversation, and I don’t scream “KAWAII!!!1!” at every cute thing I see. I do enjoy the different styles and mixing and matching in street fashion. It’s fun to create and I dig the bright colors and different textures, but I’m not going to go all out and start wearing it because it’s new or fashionable. One of the things they stressed at my old college was the different between fashion and style. Fashion is worn, style is created. I don’t see the point in buying all-new fashion when I can easily adapt my style to include a few new elements. I’ve actually been working on adding in brighter colors and more prints to my wardrobe, and I’m doing it carefully. I want items that will last me years, not weeks, and that’s what a lot of this mass-produced mainstream kawaii is.
I read somewhere that the Japanese are obsessed with “kawaii” because their culture includes a very solemn, srious aspect and the kawaii element is an outlet for most. It’s incorporated into culture now, East Asian and Western alike, probably because it’s the mainstream way to indulge in cute and childhood-like fantasies. Everyone can relate to it, so things like Hello Kitty are reminiscent of being a child. Some retain the kawaii aspect as a lifestyle or obsession, but it probably appeals more o them than society as it is.
As for Western designers borrowing Japanese design elements…I guess it’s because people aren’t used to it. The Western culture may have had a taste of Japanese influence, but once it’s fully incorporated into a campaign or something, it’s probably obvious. Most of the talk must be from people who are new to Japanese elements. Personally, I don’t see a problem with the borrowing. It brings new and fresh perspective, while appealing to a different audience and promoting new ideas.
‘Tis not a kawaii overload, but just a shock to those who haven’t been exposed to the kawaii movement.
Great post.
I never thought too much about Western companies “borrowing” from Japanese pop culture as it seems that for the much of the modern age, there has been a good amount of back-and-forth between our cultural influences. A good example of this is in film. Akira Kurosawa was influenced by John Ford and American Westerns in general. Consequently, Seven Samurai became The Magnificent Seven and The Hidden Fortress influenced Star Wars.
Sometimes I think people can adhere too strictly to the idea of authenticity. If everything was recreated exactly as it was in its initial existence, then innovation could never happen. Things are always going to be lost in translation whether its from one country to another or between two regions of the same country, but through that, new ideas will develop.
Without overlooking the huge influence of anime, I think that kawaii resonated in the U.S. for reasons unrelated to anime. Back in the 1990s, the idea of wearing cute things was prevalent in a lot of subcultures– specifically Riot Grrrl, rave and goth. I was a teenager at the time and, I think that for a lot of us, it was a lot more subversive for us to walk around carrying cartoon lunchboxes and wearing Hello Kitty hair clips than if we tried to dress in an overtly grown-up fashion. That generation is now of an age where they would be working for Harajuku Lovers, MAC, et. al., so that could be an additional reason for the new wave of kawaii in the west.
And… do you think that many decidedly very “mature” adults starting to act and dress young has anything to do with it? Such as: Punkish fortysomethings and rockeresque seventy granpas.
I think, in a way, these behavoir both legitmizes younger people acting and dressing even younger than what's traditionally appropriate and forcing them to, for the sake of distinguishing themselves from the truly “old.”
A lot of these things — the “kawaii” trend, the ThinkGeek-type adult toys, the MAKE-kind of scientific experimentation and creation for non-utilitarian, “childish” motives and insistance on very pure, somewhat innocent values (which is/ used to be a mark of the hacker culture) — probably wouldn't have been possible without the internet, where like-minded people can band together, which lets minorities feel their “thing,” whatever that is, justified by peer support instead of prohibited by the peer/ community pressure of their immediate social groups.
Interesting post, yes, but the title is a misdemeanor. A “kawaii” overload in the United States? It's just something new that designers are putting out, unfortunatly, to make money. In these troubled economic times, they need money, money, money.
A pro of this is that cuter products may be hitting the shelves, and not just crappy, haggard versions of already-done Japanese ones, but maybe something new. As a country that is known for over-sexualization, it may be good to have some “good clean cute” products.
However, looking at the pictures above, of the women in pin-up esq clothes displaying the “kawaii” products, it brings up another point. It's such an oxymoron, that we need “sexy” to sell “cute”. When I first saw the Gwen Stefani ad (the perfumes smell wonderful though, but that is not the point) I thought, “way too skinny, way too much makeup, and too little clothes.” That is just my lolita side speaking, but it is making a point. We use sexy to sell kawaii!
It is also a cultural thing. Please no offense, but in the States, women are a little more agressive. Meaning, we as girls are taught to speak our minds and that we can do anything we want. In Japan, it's a little different. Women are more docile, and they want to be cute, kawaii.
So here in America, they will try to sell kawaii. The normal teenager may not pick it up as having a “OMGJAPANESE” influence. They will either think it is cute or it is stupid. That's the way we are here.
More articles like this, and this blog may just turn out okay.
Since I brought “MAKE” and ThinkGeek into the mix, I've been wondering if I should kick myself for not having read “The Rise of the Creative Class,” which I semi-derided as another hip ethnography, in the vein of David Brooks's “Bobos in Paradise,” on things already happening for ages. I suppose in some ways both of us are “Bobos” and also part of that “creative class” Florida described.
i cant stand gwen's harajuku girls because it just emphasizes one aspect of japanese culture so much its stereotypical DX im not really gonna bash hello kitty because thats wat i grew up on, but the fact that to westerners japanese culture is hello kitty, harajuku girls, rice, slanted eyes, and really cheezy dubed anime [Dx i get this all the time] no one knows anything about [REAL] lolita or hime. the closest loli/hime stuff ive seen at hello kitty was the character charming kitty, which is REALLY rare to come buy one of my friends [who is 12 i think] came up to me really excited saying she got her first japanese pencil. then she pulled out a harajuku girls lead pencil and i just died a little inside [then i went to lil tokyo and got her a real japanese pencil XD] and her song harajuku girls makes my ears bleed D8 im not really excited about the hello kitty-mac collaboration. it seems to me that they are trying to target a younger crowd [not saying that only young people like hello kitty] i personally dont want to see young girls walking around looking like clowns because they dont know how to properly use make up [heavy thick makeup might i add]
I recently saw Sukiyaki Western Django, Takashi Miike's homage to the spaghetti western… and wow. Simply incredible.
I also think people close themselves off to a lot of innovation when they try to protect something they consider authentic (aka something before it “sold out”, whatever that means!). I had an attitude like this when I was younger, but now it doesn't seem so important… or so personal, at least.
It's funny – I see a lot of people my age doing the traditional “serious” things – marriage, moving to the burbs, serious job… and I think there *is* a lot of legitimizing that goes on to convince themselves that they're young and hip nonetheless. Such as living in certain neighborhoods, listening to certain indie bands…
Great post.
I never thought too much about Western companies “borrowing” from Japanese pop culture as it seems that for the much of the modern age, there has been a good amount of back-and-forth between our cultural influences. A good example of this is in film. Akira Kurosawa was influenced by John Ford and American Westerns in general. Consequently, Seven Samurai became The Magnificent Seven and The Hidden Fortress influenced Star Wars.
Sometimes I think people can adhere too strictly to the idea of authenticity. If everything was recreated exactly as it was in its initial existence, then innovation could never happen. Things are always going to be lost in translation whether its from one country to another or between two regions of the same country, but through that, new ideas will develop.
Without overlooking the huge influence of anime, I think that kawaii resonated in the U.S. for reasons unrelated to anime. Back in the 1990s, the idea of wearing cute things was prevalent in a lot of subcultures– specifically Riot Grrrl, rave and goth. I was a teenager at the time and, I think that for a lot of us, it was a lot more subversive for us to walk around carrying cartoon lunchboxes and wearing Hello Kitty hair clips than if we tried to dress in an overtly grown-up fashion. That generation is now of an age where they would be working for Harajuku Lovers, MAC, et. al., so that could be an additional reason for the new wave of kawaii in the west.
I recently saw Sukiyaki Western Django, Takashi Miike’s homage to the spaghetti western… and wow. Simply incredible.
I also think people close themselves off to a lot of innovation when they try to protect something they consider authentic (aka something before it “sold out”, whatever that means!). I had an attitude like this when I was younger, but now it doesn’t seem so important… or so personal, at least.
Interesting post, yes, but the title is a misdemeanor. A “kawaii” overload in the United States? It’s just something new that designers are putting out, unfortunatly, to make money. In these troubled economic times, they need money, money, money.
A pro of this is that cuter products may be hitting the shelves, and not just crappy, haggard versions of already-done Japanese ones, but maybe something new. As a country that is known for over-sexualization, it may be good to have some “good clean cute” products.
However, looking at the pictures above, of the women in pin-up esq clothes displaying the “kawaii” products, it brings up another point. It’s such an oxymoron, that we need “sexy” to sell “cute”. When I first saw the Gwen Stefani ad (the perfumes smell wonderful though, but that is not the point) I thought, “way too skinny, way too much makeup, and too little clothes.” That is just my lolita side speaking, but it is making a point. We use sexy to sell kawaii!
It is also a cultural thing. Please no offense, but in the States, women are a little more agressive. Meaning, we as girls are taught to speak our minds and that we can do anything we want. In Japan, it’s a little different. Women are more docile, and they want to be cute, kawaii.
So here in America, they will try to sell kawaii. The normal teenager may not pick it up as having a “OMGJAPANESE” influence. They will either think it is cute or it is stupid. That’s the way we are here.
More articles like this, and this blog may just turn out okay.
Interesting post, yes, but the title is a misdemeanor. A “kawaii” overload in the United States? It’s just something new that designers are putting out, unfortunatly, to make money. In these troubled economic times, they need money, money, money.
A pro of this is that cuter products may be hitting the shelves, and not just crappy, haggard versions of already-done Japanese ones, but maybe something new. As a country that is known for over-sexualization, it may be good to have some “good clean cute” products.
However, looking at the pictures above, of the women in pin-up esq clothes displaying the “kawaii” products, it brings up another point. It’s such an oxymoron, that we need “sexy” to sell “cute”. When I first saw the Gwen Stefani ad (the perfumes smell wonderful though, but that is not the point) I thought, “way too skinny, way too much makeup, and too little clothes.” That is just my lolita side speaking, but it is making a point. We use sexy to sell kawaii!
It is also a cultural thing. Please no offense, but in the States, women are a little more agressive. Meaning, we as girls are taught to speak our minds and that we can do anything we want. In Japan, it’s a little different. Women are more docile, and they want to be cute, kawaii.
So here in America, they will try to sell kawaii. The normal teenager may not pick it up as having a “OMGJAPANESE” influence. They will either think it is cute or it is stupid. That’s the way we are here.
More articles like this, and this blog may just turn out okay.
i cant stand gwen’s harajuku girls because it just emphasizes one aspect of japanese culture so much its stereotypical DX im not really gonna bash hello kitty because thats wat i grew up on, but the fact that to westerners japanese culture is hello kitty, harajuku girls, rice, slanted eyes, and really cheezy dubed anime [Dx i get this all the time] no one knows anything about [REAL] lolita or hime. the closest loli/hime stuff ive seen at hello kitty was the character charming kitty, which is REALLY rare to come buy one of my friends [who is 12 i think] came up to me really excited saying she got her first japanese pencil. then she pulled out a harajuku girls lead pencil and i just died a little inside [then i went to lil tokyo and got her a real japanese pencil XD] and her song harajuku girls makes my ears bleed D8 im not really excited about the hello kitty-mac collaboration. it seems to me that they are trying to target a younger crowd [not saying that only young people like hello kitty] i personally dont want to see young girls walking around looking like clowns because they dont know how to properly use make up [heavy thick makeup might i add]
i cant stand gwen’s harajuku girls because it just emphasizes one aspect of japanese culture so much its stereotypical DX im not really gonna bash hello kitty because thats wat i grew up on, but the fact that to westerners japanese culture is hello kitty, harajuku girls, rice, slanted eyes, and really cheezy dubed anime [Dx i get this all the time] no one knows anything about [REAL] lolita or hime. the closest loli/hime stuff ive seen at hello kitty was the character charming kitty, which is REALLY rare to come buy one of my friends [who is 12 i think] came up to me really excited saying she got her first japanese pencil. then she pulled out a harajuku girls lead pencil and i just died a little inside [then i went to lil tokyo and got her a real japanese pencil XD] and her song harajuku girls makes my ears bleed D8 im not really excited about the hello kitty-mac collaboration. it seems to me that they are trying to target a younger crowd [not saying that only young people like hello kitty] i personally dont want to see young girls walking around looking like clowns because they dont know how to properly use make up [heavy thick makeup might i add]
Probably because I avoid those who lead very “normal” lives — those who marry when “it's time,” have kids because they're married (i.e. for the sake of having kids), take up certain jobs because they pay and earn them certain kinds of social respect, buy a house because they think they're supposed to, etc. etc. — like the plague, I wasn't thinking of those “young” people when I was writing it. I was only thinking of those who cannot in any other way claim to be not “old” — those firmly in their middle age and those who are plain old senior citizens.
By partaking in or never giving up on the subcultures of the cooler and hipper, these really “not young” people convince themselves they're not “not young,” yet because their participation also has the effect of “polluting” (from the point of view of those originally in them and those whom the subcultures were originally intended for) the image of these subcultures, their act forces those truly young who would have adopted these subcultures as symbols of their youthfulness, i.e., different from the old, seek out new ways to be young and thus create new subcultures.
I never thought “so cute it hurts” can be more than an ad slogan, but in the case of the kawaii culture in North America, it's probably true.
Yet if even M.A.C. is doing something kawaii, this “cute rebellion” probably has gained enough mainstream hip cred to attract those whose values conform to the hegemonic mainstream to “experiment” with it by buying something “kawaii” to see how it fit into their identity, though I doubt they'd venture as far as trying it on as a lifestyle choice and not just a lipstick packaging — or has the “kawaii” become so socially acceptable that they would?
Every time I find more than a couple “wrong” people doing what I've been doing because they think it makes them cool or better or whatever, I can't help relinquishing that thing or turning it into a secret activity or I would feel “tainted” (identity crisis seems particularly becoming of me, ha).
Would you give up on “kawaii” and the Lolita culture if they become very mainstream? I suppose that depends on what these things are to you….?
My friend thought you'd be interested in this article: http://www.nytimes.com/2009/02/05/fashion/05ROW…
“I love that there is an innocence about Hello Kitty, but she’s also sexy,”
“Hello Kitty is edgier, and Barbie is more sophisticated.”
My friend thought you’d be interested in this article: http://www.nytimes.com/2009/02/05/fashion/05ROW.html?_r=1&th&emc=th
“I love that there is an innocence about Hello Kitty, but she’s also sexy,”
“Hello Kitty is edgier, and Barbie is more sophisticated.”
My friend thought you’d be interested in this article: http://www.nytimes.com/2009/02/05/fashion/05ROW.html?_r=1&th&emc=th
“I love that there is an innocence about Hello Kitty, but she’s also sexy,”
“Hello Kitty is edgier, and Barbie is more sophisticated.”
Still think I should mention this… The Harajuku Girls fragrance bottle design reminds me infinitely of the adult toys of Visionaire's 44 and 45 issues, expect they're more girlish cute and are more three dimensional.
http://www.visionaireworld.com/issues.php?id=44
http://www.visionaireworld.com/issues.php?id=45
Both obviously derive their concept of being a “set” of similar designs from the Japanese “gashopon” cheap collectable toys.
Still think I should mention this… The Harajuku Girls fragrance bottle design reminds me infinitely of the adult toys of Visionaire’s 44 and 45 issues, expect they’re more girlish cute and are more three dimensional.
http://www.visionaireworld.com/issues.php?id=44
http://www.visionaireworld.com/issues.php?id=45
Both obviously derive their concept of being a “set” of similar designs from the Japanese “gashopon” cheap collectable toys.
Still think I should mention this… The Harajuku Girls fragrance bottle design reminds me infinitely of the adult toys of Visionaire’s 44 and 45 issues, expect they’re more girlish cute and are more three dimensional.
http://www.visionaireworld.com/issues.php?id=44
http://www.visionaireworld.com/issues.php?id=45
Both obviously derive their concept of being a “set” of similar designs from the Japanese “gashopon” cheap collectable toys.
I've seen the Japanese influence creeping in for some time now. I typically greet it initially with much hope and happiness but usually by the end I'm groaning in despair. look at the movies in our theaters; if they aren't remakes (Grudge) then they are at least inspired by Japanese cinema. Hot Topic has shoes they call creepers which truthfully are merely creeperish. half of the games I play are Japanese, at least originally (Bujingai or FF). and I eat up the anime and usually watch it in Japanese way before I bother with the English versions. on one hand, I want to see all the things I love about Japan show up here since I'm unable to travel to it. but on the other hand it makes me sad because of what happens to it once it does show up. the only thing I really haven't seen the influence of is the music, J-artists don't get the recognition here even when they do collabos with big artists. so I guess you could say overall it just makes me sad more than happy and at times a bit miffed……..did that make any sense? lol
just a note, this is twice now myspace has chosen to print my comment twice. o-0 lol at least its letting me comment now tho also wanted to say that I saw Gwen a couple years ago with her Harajuku girls and it was interesting to see that only about 10% of the audience had a clue. I actually saw a couple of girls who came dressed very Harajuku. again, bittersweet
I think bittersweet is a nice way to sum up the general sentiment… I hope the positive sides end up outweighing the negatives.
I’ve seen the Japanese influence creeping in for some time now. I typically greet it initially with much hope and happiness but usually by the end I’m groaning in despair. look at the movies in our theaters; if they aren’t remakes (Grudge) then they are at least inspired by Japanese cinema. Hot Topic has shoes they call creepers which truthfully are merely creeperish. half of the games I play are Japanese, at least originally (Bujingai or FF). and I eat up the anime and usually watch it in Japanese way before I bother with the English versions. on one hand, I want to see all the things I love about Japan show up here since I’m unable to travel to it. but on the other hand it makes me sad because of what happens to it once it does show up. the only thing I really haven’t seen the influence of is the music, J-artists don’t get the recognition here even when they do collabos with big artists. so I guess you could say overall it just makes me sad more than happy and at times a bit miffed……..did that make any sense? lol
just a note, this is twice now myspace has chosen to print my comment twice. o-0 lol at least its letting me comment now tho also wanted to say that I saw Gwen a couple years ago with her Harajuku girls and it was interesting to see that only about 10% of the audience had a clue. I actually saw a couple of girls who came dressed very Harajuku. again, bittersweet
I think bittersweet is a nice way to sum up the general sentiment… I hope the positive sides end up outweighing the negatives.
They designed dresses for the MAC Hello Kitty collection, and some of them are pretty cute. You can take a look of the stuff off ebay, http://stores.ebay.com/Auction-Cause/MAC-Hello-…
I like the one by Shu-Chi Huang its sooo pretty!! I want it but its expensive ><
They designed dresses for the MAC Hello Kitty collection, and some of them are pretty cute. You can take a look of the stuff off ebay, http://stores.ebay.com/Auction-Cause/MAC-Hello-Kitty.html
I like the one by Shu-Chi Huang its sooo pretty!! I want it but its expensive ><
Gawd, i read this a long time ago, and i cringe every time i think of gwen now, i loved her in no doubt. Now that I actually think about it and I wonder if the people that are well versed in the Indian and jamaican cultures were just as upset of her take on their cultures. she completely depressed me with he imprisonment of 4 lovely japanese women (even if they arent all from japan).
as for the american take on japanese culture, lets look back, it's always been horrible.. like “kung fu kid”..it's over the top(or sometimes half assed) and very american, it burns my eye sometime, not to mention that not a single one of the harajuku fragrances smells good. Not to mention the fact that americans have stolen sooo many Asian movies now and re did them that it makes me sick.
i personally would also turn this around a mention ganguro, lol “a take on the california girl” now i'm from canada myself, so i really dont know alot about cali girls but something tells me it's not quite the same hehe.. it's a take, and ever take on something is gonna be different, and thats the great thing about the world, everything is different.
i personally would not take it as an insult that america thinks japan is cute, however if i here one more celebrity say “super kawaii” i might have to hurl
As a lolita, I dont want to be represented by these things, however i find myself looking at hello kitty make up and going..”oooo hello kitty” hehe. i also find it interesting that we're merging more and more, you can actually find hello kitty diamond necklaces in expensive jewelery stores here now.. is it bad? maybe..
or maybe it's just a case of everyone wants to be what they are not..
Gawd, i read this a long time ago, and i cringe every time i think of gwen now, i loved her in no doubt. Now that I actually think about it and I wonder if the people that are well versed in the Indian and jamaican cultures were just as upset of her take on their cultures. she completely depressed me with he imprisonment of 4 lovely japanese women (even if they arent all from japan).
as for the american take on japanese culture, lets look back, it’s always been horrible.. like “kung fu kid”..it’s over the top(or sometimes half assed) and very american, it burns my eye sometime, not to mention that not a single one of the harajuku fragrances smells good. Not to mention the fact that americans have stolen sooo many Asian movies now and re did them that it makes me sick.
i personally would also turn this around a mention ganguro, lol “a take on the california girl” now i’m from canada myself, so i really dont know alot about cali girls but something tells me it’s not quite the same hehe.. it’s a take, and ever take on something is gonna be different, and thats the great thing about the world, everything is different.
i personally would not take it as an insult that america thinks japan is cute, however if i here one more celebrity say “super kawaii” i might have to hurl
As a lolita, I dont want to be represented by these things, however i find myself looking at hello kitty make up and going..”oooo hello kitty” hehe. i also find it interesting that we’re merging more and more, you can actually find hello kitty diamond necklaces in expensive jewelery stores here now.. is it bad? maybe..
or maybe it’s just a case of everyone wants to be what they are not..
I know… I have the same oooh Hello Kitty reflex! Le sigh…
haha i was looking at it the other day deciding if i wanted it..
I know… I have the same oooh Hello Kitty reflex! Le sigh…
haha i was looking at it the other day deciding if i wanted it..
I know… I have the same oooh Hello Kitty reflex! Le sigh…
haha i was looking at it the other day deciding if i wanted it..