The cartoon character Hello Kitty is an iconic and widely recognizable image. With her large white head and mouthless unchanging expression, this fictional character embodies Japan’s cute aesthetic, known as kawaii. In fact, it’s quintessential image of kawaii.
Kawaii in Historical Context
The term kawaii can be translated as cute. It’s one of the most widely used words in modern day Japan. Kawaii is derived from the term kawayushi, which means shy, vulnerable, darling or small.
The rising popularity of the both terms coincide with the emergence of the word shoujo
in the early 20th century. Translated as ‘girl’, this term refers specifically to a girl aged between early puberty and marriage. It’s interesting that by the 1970s these girls were seen primarily as a major consumer market. In their role as consumers, shoujo shaped Japanese cultural trends.
Practicing kawaii culture and style
Some argues that consuming kawaii culture is not only about owning cute objects but also about becoming a cute object through cute accessories and child-like behavior.
Practicing this style is also seen as influenced by Japanese perceptions of Europe and America. Products are often covered in pseudo-English or French slogans. Even the character Hello Kitty, is from a suburb of London. In fact, she was born in England, because of the culture during the 1970s. As anthropologist Christine R. Yano claims, it can be explained by the fact that "Hello Kitty emerged in the 1970s, when the Japanese and Japanese women were into Britain". In this manner, kawaii products are conceptualized as both foreign and anthropomorphic.
Kawaii culture can also be seen as idolizing individual freedom that is connected to childhood.
Childishness that is incorporated and idolized by kawai culture is unattainable for adults in Japanese society.
Do you like Hello Kitty? :) ;)