March 10, 2016 • mccsokinawa.com
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J
apan is the cute capital of the world. It is dripping with a high-gloss coat of kawaii, and the cute does not discriminate—it coats skyscrapers, businesses, police stations, lunches, cleaning supplies—surpassing all gender and age stereotypes. If it’s not cute, it probably won’t sell. The word for cute, kawaii, refers not just to “cute” but characteristics that make something “cute”: child-like, vulnerable and wide-eyed innocence—something to be protected. No one really knows what started this phenomenon but there are plenty of interesting guesses. Some argue that Japan, along with other Asian countries, have always geared towards the small and cute, citing handmade dolls’ features from the Edo period as an example. But when did it turn into a countrywide craze?
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In the 1970s, school-aged kids, particularly young girls, started a new writing style termed “kitten writing.” A decade later, nearly half of the school children used the expressive and hard-to-read font sprinkled with stars, hearts and characters. It became such a problem that schools banned the style of writing. Interestingly, the writing predates any comic use of the stylized font. Marketing teams—with Sanrio, creator of Hello Kitty, leading the way—picked up the cute style, slapped it on merchandise and “kawaii” took off. It has remained popular ever since, even among adults. And why not? It is hardly a secret how rigorous and stress-inducing school and work-life is in Japan. Perhaps the bubbly, smiley, childish cute whatever is a way to stay
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young, unwind and escape the harshness of the daily grind. If you’re stepping off a subway train that’s plastered with a warning label starring a stuffed rabbit crying after stubbing their foot in the door, you may crack a smile. Whatever started the cute and whatever kept it here, we are thankful because when it comes to unpleasantries, like homework or commuting, we know we will be encouraged along the way. In this week’s issue we are celebrating all things kawaii. More cultural curiosities? Sign up for one of MCCS’ Marine & Family Programs’ cultural awareness classes through mccsokinawa. com/culturalawareness. —Caylee Reid
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