Aesthetic Exploration: Kawaii

While the word “kawaii” in Japanese means “cute,” its meaning transformed from simply describing something that was lovable to a specific aesthetic that is prevalent in many forms in popular culture today. It was an aesthetic I was obsessed with growing up and it was reflected in a lot of my artwork, but I wanted to explore its origins and how it has evolved or developed branch-offs into more niche styles.

The aesthetic originated from a handwriting style, called “maru-moji”, that emerged during the Taisho Era (1912-1926) in Japan [1]. The script was characterized by its rounded edges that resembled the handwriting of children, which was a big contrast to the traditionally sharp and rigid Japanese lettering. While it became banned in schools for being improper, the style came to be associated with femininity and cuteness. 

The revival of the “kawaii” aesthetic took shape during 1960, when students protested the authority of the rigid academic system by refusing to attend lectures to instead read manga, also known as Japanese comics. More specifically, kawaii was prevalent in “shojo”, or manga targeted towards a young girl audience, because they depicted female characters with cute and soft features [2]. At the same time, Japan was becoming more modernized and the economy was growing after the second World War, which resulted in more disposable income that went towards consumer culture [3]. This is when the popular Sanrio character Hello Kitty was introduced in 1974, and became an global icon for many consumer products and imagery. The company started off by printing the cute images of Hello Kitty on stationary, which gave personality to ordinary school supplies and appealed to young schoolgirls [10]. However, the target market today includes even adult women, as the innocent and sweet “kawaii” images of Hello Kitty on many goods is a way women can hold onto a nostalgic piece of their childhood. 

While “kawaii” is associated with “cuteness,” the specific aesthetic is associated with the following common themes. Characters are baby-like, with a large head, small body, protruding forehead, large eyes, and chubby cheeks [1]. These characteristics are meant to elicit the same affectionate and nurturing feelings one feels towards a child, which is vulnerable. However, the aesthetic can also be applied to anthropomorphic images, such as putting dainty eyes and mouths on foods or objects to make them “kawaii.” Furthermore, the limited to no expressions on the character’s face leaves room for the viewer’s interpretation and for the viewer to project themselves onto that character. Nowadays, common kawaii characters can be taken from Japanese children’s storybooks, animes (Japanese animations), or by simply putting a dainty, cute face on any object/creature. 

The motivations of “kawaii” culture have split opinions in today’s culture. On one hand, “kawaii” is seen as a form of escapism from the strict work culture of Japan and a way to express oneself through implementing it in one’s art, fashion, and lifestyle [3]. On the other hand, it raises concern for the infantilization of women by perpetuating the stereotype that women should act “cute” and “lovely” while also encouraging excessive consumerism and superficiality [1]. 

Other artists have taken inspiration from the aesthetic and created off-shoot styles, such as “guro-kawaii” (grotesque but cute), “kimo-kawaii” (creepy but cute), and “buso-kawaii” (ugly but cute). A more distinct and niche aesthetic from “kawaii” also emerged thanks to artists like Takahshi Murakami, for his “Superflat Art Movement” characterized by its bright colors and bold outlines, and Yoshiomo Nara for his cute yet sinister depictions of children and animals [2]. With the vast interpretations and inspirations of the “kawaii” aesthetic, the meaning and message of “kawaii” art continues to shift and evolve even today.

 

References

[1] Jain, Himanshu. “Kawaii Culture: The Power of Cuteness.” EJable, 29 Dec 2023. https://www.ejable.com/japan-corner/japanese-culture/kawaii-culture/#:~:text=The%20roots%20of%20Kawaii%20culture,traditional%2C%20rigid%20Japanese%20writing%20styles

[2] Cole, Margherita. Taggart, Emma. “What is Kawaii? Discover What Led to Japan’s Culture of Cuteness.” My Modern Met, 1 Jan 2022. https://mymodernmet.com/kawaii-art-japanese-culture/ 

[3] Meyer, Isabella. “What is Kawaii? Understanding Japan Cute Culture.” Art in Context, 7 Sept 2013. https://artincontext.org/what-is-kawaii/  

[4] Satonaka, Machika. “Pia no Shouzou.” https://anilist.co/manga/133515/Pia-no-Shouzou 

[5] “Hello Kitty Classic Calculator.” Sanrio, https://www.sanrio.com/collections/stationery/products/hello-kitty-classic-calculator

[6] “Gudetama.” Sanrio, https://www.sanrio.com/collections/gudetama/inc#goodies_title

[7] “Kimokawaii: Both Cute and Gross at the Same Time.” Tofugo. https://www.tofugu.com/japan/kimokawaii/ 

[8] Nara, Yoshitomo.  “Nobody’s Fool” Asia Society. https://asiasociety.org/arts/asia-society-museum/past-exhibitions/yoshitomo-nara-nobodys-fool 

[9] Murakami, Takashi. “School Entrance Ceremony.” Hang Up, https://hanguppictures.com/artworks/takashi-murakami-school-entrance-ceremony 

[10] Walker, Esther. “Top cat: how Hello Kitty conquered the world.” Independent, https://www.independent.co.uk/news/world/asia/top-cat-how-hello-kitty-conquered-the-world-831522.html