What is kawaii?

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What is kawaii?

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Kawaii means charming, cute, soft, adorable, fluffy, and adorable in Japanese. This subjective definition can describe any object that a person finds charming. In the 70s, kawaii became an almost universally revered aspect of Japanese fashion, culture, entertainment, clothing, food, toys, as well as appearance, behavior, and manners. As a result, the word kawaii is often heard in Japan, and it also occurs when discussing Japanese cultural phenomena. 

Western observers are often curious about kawaii, as Japanese people resort to such aesthetics regardless of gender, age, and in a variety of situations that would be considered inappropriately childish or frivolous in Western culture (for example, among other things, in government publications, public service announcements, and recruitment announcements, in institutions, on passenger trains, etc.). aircraft). 

Elements of kawaii are found everywhere in Japan, in large companies and small shops, in the government of the country, and in municipal institutions. Many companies use kawaii heroes to present their products and services to the public. "Pikachu from Pokemon, depicted on the sides of three passenger airliners, one Japanese airline;" Bank Asahi depicts Miffy (a character in the Dutch series of children's books) on some plastic cards; 

" All 47 prefectures of Japan have adorable mascot characters; "The Japanese postal service uses a mascot in the form of a stylized mailbox;" Each division of the Japanese police has its own funny mascots, many of which are decorated with police booths or some paraphernalia of a policeman :) Lovely souvenir products are extremely popular in Japan. 

The two largest manufacturers of such products are Sanrio (the creators of Hello Kitty) and San-X. Products with these characters are very popular in Japan among both children and adults. Kawaii can also be used to describe the perception of fashion, usually referring to clothing that seems childish or clothing that emphasizes the kawaii appearance of the wearer. Usually (but not always) corrugations and pastel colors are used, and toys or bags with kawaii pictures or images of cartoon characters are often used as accessories. 

Kawaii as a cultural phenomenon is increasingly recognized as part of Japanese culture and national identity. Tomoaki Sugiyama, the author of Cool Japan, believes that the origins of "charm" lie in the harmony—loving Japanese culture, and Noboyoshi Kurita, a professor of sociology at Tokyo Musashi University, argues that charm is a magic word that encompasses everything that is considered pleasant and desirable. 

There is another side. A smaller part of Japanese people is skeptical about kawaii, considering kawaii a sign of an infantile mindset. In particular, Hiroto Murasawa, a professor of beauty and culture at Osaka Sein Women's University, argues that kawaii is "a way of thinking that generates a reluctance to defend one's point of view." Kawaii is not only a fashionable style of clothing but a whole system of worldview. 

In this idea, there is more child defenselessness than adult violence and sexism. The style of kawaii communication is appropriate in relation to the same kawaii creatures as you, otherwise, you may not be understood. Kawaii items and styles are popular not only in Japan but also in other countries, including China, Taiwan, and Korea. Recently, Kawaii has attracted fans of Japanese pop culture (including fans of anime and manga), for example, in Europe, and in Russia.

Moreover, the word "kawaii" is beginning to become a part of mass English-language pop culture, including, for example, in the video clip Gwen Stefani - Harajuku Girls and in the list of neologisms compiled by students and graduates of Rice University in Houston (USA).

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Kawaii is a Japanese word meaning "cute", "adorable"," pretty"," nice", and" small "(previously — "causing pity, desire to pity, prigolubit" [3]). In Japanese culture, this subjective definition can describe any object that an individual finds charming. For example, the word can be used to describe adults who exhibit childish or naive behavior.

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