A Brief History of Kawaii

A Brief History of Kawaii

Anyone with even the slightest interest in modern Japanese culture will probably have stumbled across the term ‘kawaii’ by now. Though it roughly translates as ‘cute’ in English, it's a concept that seems to encapsulate so much more than that: from the fashionable streets of Harajuku to the big-eyed mascots that watch over Tokyo's wards, it's practically inescapable. As Manami Okazaki writes in a new book on the subject: ‘You are just as likely to hear a table, car, building, doughnut or plane referred to as kawaii – and in Japan, quite often, the most banal things are cute.’ In Kawaii! Japan's Culture of Cute (Prestel), Okazaki and photographer Geoff Johnson explore the phenomenon from its simple origins right up to its modern day manifestations of sweet sweets, cutesy cosplay and kimono-wearing cats, stopping along the way for interviews with the likes of FRUiTS editor Shoichi Aoki, Gloomy creator Mori Chack and Goth-loli model Rin Rin. In this exclusive extract, Keiko Nakahara, curator of Tokyo's Yayoi-Yumeji Museum, delves back to when the trend first started a century ago...

出典:timeout.jp

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