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.