Kawaii is a term you may have heard before. In Japanese, it means cute or adorable and can be used to refer to people or items. If you know Hello Kitty or Pokemon, then you’ll have a good idea of what is means for something to be kawaii. I was intrigued that you can also describe someone’s handwriting as kawaii.
There is also the whole aesthetics of being or dressing kawaii which is also controversial in that the way of thinking that women have to be so and emphasising that one must be forever youthful.
The economic impact of kawaii culture also can’t be ignored. Just think about how far the likes of Hello Kitty, Studio Ghibli and Pokemon have spread around the world with the target audience not always being kids.
Personally, I think kawaii culture is infused in daily life in Japan. It’s morphed in along with the Japanese aesthetics in general of appreciated each thing as it is and how items sit in space/nature. Below are some pictures that I’ve taken that seem quite cute to me. Growing up in the west, there has been trickles of kawaii items but it is not readily available or seen. Of course, Japanese cartoons were very much present on TV’s here and on some stationery when I was a kid. As I’ve grown older and read more about the culture of Japan spreading out into the world and how this came to be, I have a new found appreciation for kawaii items however I’ve yet to find the perfect kawaii bag.
Food
A bento box sold at stations that you can eat on the Shinkansen train. Beautifully packed in a wooden box, the pieces of food become art.
Ornately decorated but not enough for it to be too much or too extra.
Environment
I even thought cars and vans seemed quite cute in Japan
A dragon above a restaurant that seems fierce but on second look, maybe not
The Glico (the makers of the confectionery Pocky) Running Man in Osaka is a landmark in town has been here for 80 years.
Looking like a restaurant out of a Studio Ghibli film, this could’ve been quite a boring exterior but these lanterns really give the place more depth and character.
No words needed
Objects
An onigiri pouch
Anpanman and pikachu backpacks
Doraemon bags
Poke ball bags
Fueki Cosmetics
Inari foxes or kitsune are the messenger animal of the God Inari.
Gyoza pouch
Fox shaped Ema’s at the Inari Shrine
Do you associate kawaii culture with Japan? Are you tempted to buy these items?
Lingo in Transit 
I do associate kawaii with Japan, but it’s also a thing in other Asian countries (i.e. sajiao in China, aegyo in Korea). While I don’t like how it infantalizes women, the overall concept is cute when it comes to anime and gadgets; just brightens life up!
It very much is in other asian countries. I agree! Still on the lookout for a cute bag.
Ahhh.. .The Beauty In Japanese menu – the dilemma facing these dishes, is only one: to convince to eat them after they are admired
Exactly! A feast for the eyes and stomach.
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Aaah that reminds me of my trip to Japan when I literally photographed everything as everything seemed so beautiful and cute! Something that really stuck with me is that even adult women (that were going to their office job for example) had very cute notebooks and pens, and I loved it because here I always feel like people won’t take you very seriously if you like or have cute stuff!
Anyway, I bought so many cute things in Japan that still bring me so much joy ahahah!
I know what you mean about being taken less seriously. But the designs are so great and unlike anything I can get here.
I’ve only recently learned about kawaii culture thanks to my teenage daughter. She loves kawaii culture, anime, and everything about Japan. She dreams of visiting Japan in the near future. Kawaii culture has become very popular among young generations in the U.S.
That’s great that she’s able to access kawaii culture! One of the plus sides of globalisation.
I think this is such an interesting concept. As you say, I’ve got my reservations when it comes to infantilization of women, and it’s consequent fetishization. Yet, there is something nice as well in not feeling the pressure to grow up, and having to give up having some cute items and even including them in your style as an adult woman. I think in the west that may happen – you’re too old to have a hello kitty bag, or to wear pastel pinks…
Personally, I have some kawaii items, and I feel when I finally get to go to Japan I’m going to lose my mind 😁 particularly with stationary items!
It’s nice to have something cute maybe as a coin purse or small zip bag so that it’s more discreet at least to be able to use it often. Ohh, you’ll have a ball!
Brings back fun memories of Japan. Wonderful photo of the deer by the lanterns!
Thank you! Glad to have brought up some fun memories for you.