History UsefulNotes / Kawaisa

Not to be confused with the 50th and youngest of UsefulNotes/TheUnitedStates, Usefulnotes/{{Hawaii}}--a notable Pacific Island archipelago, which is culturally so much more than just HulaAndLuaus, and the Kawaiisu [[UsefulNotes/NativeAmericans indigenous Americans]].

Not all embrace the cute so readily, though; those skeptical of this "cuteness" consider it a sign of an infantile mentality. Hiroto Murasawa, professor of beauty and culture at Osaka Shoin Women's University, calls cuteness "a mentality that breeds non-assertion ... Individuals who choose to stand out get beaten down." This mentality is also more malignant to women, [[NoWomansLand who often are pushed into this non assertive mold more than men.]] Controversially, some have suggested that Japan's brutal defeat in UsefulNotes/WorldWarII bred this mentality, viewing it as the only way to explain how the warrior culture of UsefulNotes/ImperialJapan did a complete one–eighty in just a couple of generations.

Since the 1970s, an all-pervasive form of cultural cuteness entitled ''kawaisa'' (可愛さ) has crept up to become a prominent aspect of Japanese (and to a lesser extent other East and Southeast Asian) popular culture, entertainment, clothing, food, toys, personal appearance, behavior, iconography and mannerisms. ''Kawaisa'' is deeply embedded in contemporary Japanese culture (so much so it even has a nickname, "The Cult of Cute") and is used in a vast array of situations and demographics. Even in cases where, in other cultures, it would be considered incongruously juvenile or frivolous (public service warnings, office environments, commercial airlines, government publications -- even military advertisements). Many companies use cute mascots to present their wares and services to the public from big business to corner markets and national government, ward and town offices. Foreign observers can find this cuteness odd because of their own cultural aversions to it and a somewhat outdated perception of the Japanese as stoic and no-nonsense people. Tomoyuki Sugiyama, author of "''Cool Japan''", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.

** Same goes for Marie from ''Disney/TheAristocats'' due to Japan's fondness with cats.

Not all embrace the cute so readily, though; those skeptical of this "cuteness" consider it a sign of an infantile mentality. Hiroto Murasawa, professor of beauty and culture at Osaka Shoin Women's University, calls cuteness "a mentality that breeds non-assertion ... Individuals who choose to stand out get beaten down." Controversially, some have suggested that Japan's brutal defeat in UsefulNotes/WorldWarII bred this mentality, viewing it as the only way to explain how the warrior culture of UsefulNotes/ImperialJapan did a complete one–eighty in just a couple of generations.

* Reportedly Chip and Dale are the most popular Disney characters in Japan; no doubt this is why.

Since the 1970s, an all-pervasive form of cultural cuteness entitled ''kawaisa'' (可愛さ) has crept up to become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, iconography and mannerisms. ''Kawaisa'' is deeply embedded in contemporary Japanese culture (so much so it even has a nickname, "The Cult of Cute") and is used in a vast array of situations and demographics. Even in cases where, in other cultures, it would be considered incongruously juvenile or frivolous (public service warnings, office environments, commercial airlines, government publications -- even military advertisements). Many companies use cute mascots to present their wares and services to the public from big business to corner markets and national government, ward and town offices. Foreign observers can find this cuteness odd because of their own cultural aversions to it and a somewhat outdated perception of the Japanese as stoic and no-nonsense people. Tomoyuki Sugiyama, author of "''Cool Japan''", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.

Cute merchandise is extremely popular in Japan. The two largest manufacturers of such merchandise are {{Creator/Sanrio}} (manufacturers of ''HelloKitty'') and San-X (manufacturers of "Kogepan", "Nyan Nyan Nyanko" and "Rilakkuma"). This character merchandise is a hit with Japanese children and adults alike covering a wide array of demographics. In the UsefulNotes/JapaneseWritingSystem, the curvy hiragana script is often preferred for writing the names of these characters and their associated products due to the inherent "bounciness", childlike appeal (hiragana is often the first type of script a Japanese child would learn) and friendliness it lends over the angularity of the katakana or kanji scripts.

* ''HelloKitty'': There was a line of [[strike:massagers]] vibrators with HelloKitty's head on it. ([[CutenessProximity But it's soooo kyuute!]])

The [[http://en.wikipedia.org/wiki/Superflat Superflat]] art movement was begun by Japanese artists who began using GrotesqueCute and its related {{trope}}s as a satirical comment on the culture's obsession with cuteness. Their philosophy relates it to the inevitable conflict between Eastern and Western ethical and artistic traditions -- a conflict in which all of Japan has been living for well over a century. Cute merchandise and products are not specifically a Japanese thing, as they are also especially popular in some other parts of East and Southeast Asia, such as China, Hong Kong, Taiwan, South Korea, the Philippines and Singapore. In America and elsewhere in the western world however, [[AmericanKirbyIsHardcore the opposite applies]] in general.

The [[http://en.wikipedia.org/wiki/Superflat Superflat]] art movement was begun by Japanese artists who began using GrotesqueCute and its related {{trope}}s as a satirical comment on the culture's obsession with cuteness. Their philosophy relates it to the inevitable conflict between Eastern and Western ethical and artistic traditions -- a conflict in which all of Japan has been living for well over a century. Cute merchandise and products are not specifically a Japanese thing, as they are also especially popular in some other parts of East and Southeast Asia, such as China, Hong Kong, Taiwan, South Korea, and Singapore. In America and elsewhere in the western world however, [[AmericanKirbyIsHardcore the opposite applies]] in general.

The [[http://en.wikipedia.org/wiki/Superflat Superflat]] art movement was begun by Japanese artists who began using GrotesqueCute and its related {{trope}}s as a satirical comment on the culture's obsession with cuteness. Their philosophy relates it to the inevitable conflict between Eastern and Western ethical and artistic traditions -- a conflict in which all of Japan has been living for well over a century. Cute merchandise and products are not specifically a Japanese thing, they are also especially popular in some parts of east Asia, such as China, Hong Kong, Taiwan, South Korea, and Singapore. In America and elsewhere in the western world however, [[AmericanKirbyIsHardcore the opposite applies]] in general.

* ''Anime/ParanoiaAgent'' is a long study in the dark side of ''Kawaisa aesthetics'', implying that the real reason for its success is the generalized immaturity of the current generation -- or, for those of you who like shorter words, the problem is that Japan ''simply will not '''grow up'''''.

* ''LightNovel/HaruhiSuzumiya'': Mikuru's defining characteristic is that Kyon thinks she is cute. Really really cute. He goes on and on about it. After that there's something about being a time traveller but [[spoiler:Nagato and her (Mikuru's) adult form]] are usually the ones to take care of that. Oh, and there was one more thing but [[CatchPhrase it's classified]].

Not to be confused with the 50th and youngest of UsefulNotes/TheUnitedStates, Usefulnotes/{{Hawaii}}--a notable Pacific Island archipelago, which is culturally so much more than just HulaAndLuaus, and the Kawaiisu [[UsefulNotes/NativeAmericans indigenous Americans]]

Not to be confused with the 50th and youngest of UsefulNotes/TheUnitedStates, Usefulnotes/{{Hawaii}}--a notable Pacific Island archipelago, which is culturally so much more than just HulaAndLuaus.

* ''[[AvertedTrope Nothing at all]]'' in ''MyImmortal'', despite Enoby's (and Tara's) [[YouKeepUsingThatWord fondness for the term.]]

[[AC:RealLife]]
* Asahi Bank used ''{{Literature/Miffy}}'', a character from a Dutch series of children's picture books, on some of its ATM and credit cards.
** Toyama Daiichi had Literature/PaddingtonBear.
** Trust and Banking company has used [[Literature/TheTaleOfPeterRabbit Peter Rabbit]] as a mascot for over 25 years, and has a 10 foot mural of the story in one of their buildings!
* Monkichi, a cute monkey character, can be found on the packaging for a line of condoms.
* ''All 47 prefectures'' have cute mascot characters.
* The Japan Post "Yū-Pack" mascot is a stylized mailbox. The Japan Post also uses other cute mascot characters, for example, on stamps.
* Some police forces in Japan have their own {{moe}} mascots, which sometimes adorn the front of kōban [police boxes].
* OS-Tans
* Several Japanese-language blogs have this.
* This is, supposedly, the reason why babies are so adorable; teddy bears show a marked trend towards cuteness, and research has proved that this is to get the adults to buy them as a gift (the kids themselves didn't seem to care as long as they got a fun toy).
* Strangely, parts of this seem to be headed towards being an UndeadHorseTrope -- for example, the taste for high-pitched female voices has faded to the point that it's not heard much anymore.
* The [[GratuitousJapanese Kawaii Crush]] dolls from Canadian toy company Spin Master. Seriously.
* [[http://www.psychologytoday.com/articles/200703/global-psyche-one-nation-under-cute This article from Psychology Today]] states that ''Kawaisa'' has an ancient pedigree--simply because Japan's constant social stratification needed ''something'' to soften the edges. ''Kawaisa'': Feudalism's version of a rollover bug?

* Strangely, parts of this seem to be headed towards being a UndeadHorseTrope -- for example, the taste for high-pitched female voices has faded to the point that it's not heard much anymore.

Since the 1970s, an all-pervasive form of cultural cuteness entitled kawaisa (可愛さ) has crept up to become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, iconography and mannerisms. Kawaisa is deeply embedded in contemporary Japanese culture (so much so it even has a nickname, "The Cult of Cute") and is used in a vast array of situations and demographics. Even in cases where, in other cultures, it would be considered incongruously juvenile or frivolous (public service warnings, office environments, commercial airlines, government publications -- even military advertisements). Many companies use cute mascots to present their wares and services to the public from big business to corner markets and national government, ward and town offices. Foreign observers can find this cuteness odd because of their own cultural aversions to it and a somewhat outdated perception of the Japanese as stoic and no-nonsense people. Tomoyuki Sugiyama, author of "''Cool Japan''", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.

The word "kawaii" in Japanese has a broader definition than the English word "cute". When applied to pop culture, "cute" will suffice; however "kawaii" refers primarily to the affection of a parent toward a child coupled with the protectiveness for the innocent and weak. Thus a pop cartoon character is considered "kawaii" because it exemplifies the innocence of a child and evokes general protective, caring instincts in the viewer. Other translations of "kawaii" can include "precious", "lovable", "adorable" or "innocent".

Kawaisa can be also used to describe a specific fashion sense, or {{kawaiiko}}, of an individual and generally includes clothing that appears to be made for young children, outside of the size, or clothing that accentuates the cuteness of the individual wearing the clothing. Ruffles and pastel colors are commonly (but not always) featured, and accessories often include toys or bags featuring anime characters.

Not to be confused with [[Usefulnotes/{{Hawaii}} our 50th and youngest state, Hawaii,]] a notable Pacific Island archipelago, which is culturally so much more than just HulaAndLuaus.

!!Kawaisa makes these {{trope}}s so adorable you could die:

* ''{{Anime/Pokemon}}''
** Pikachu adorns the side of three All Nippon Airways passenger jets.
* ''HelloKitty''
** There was a line of [[strike:massagers]] vibrators with HelloKitty's head on it. ([[CutenessProximity But it's soooo kyuute!]])
* ''Anime/ParanoiaAgent'' is a long study in the dark side of Kawaisa aesthetics, implying that the real reason for its success is the generalized immaturity of the current generation -- or, for those of you who like shorter words, the problem is that Japan ''simply will not '''grow up'''''.
** Creator/SatoshiKon, the director of ''Paranoia Agent'', absolutely '''''hated''''' the Kawaisa concept, and attacked it in a number of his works, this one being the most obvious.

* Saito Ayaka is the queen of kawaisa. Apparently, her voice is soft and high-pitched even for a female seiyuu.

* The Japanese artist [[http://www.marichan.com/ Mari-chan]] specializes in this kind of iconography but it's a NightmareFuel version of kawaisa!

* [[http://www.psychologytoday.com/articles/200703/global-psyche-one-nation-under-cute This article from Psychology Today]] states that Kawaisa has an ancient pedigree--simply because Japan's constant social stratification needed ''something'' to soften the edges. Kawaisa: Feudalism's version of a rollover bug?

* Can Creator/YuiHorie make ''VideoGame/NeedForSpeed'' Kawaii? [[http://www.youtube.com/watch?v=vpO3aH4QTNM You be the judge]].

* [[http://fuckyeahsubversivekawaii.tumblr.com/ Subversive Kawaii]], which uses Kawaii-style art (originally text art, but it's branched out) to send social messages.
* ''WebAnimation/HappyTreeFriends'' is quite popular in Japan because of the adorable cartoon critters that make up the cast and could qualify as [[GrotesqueCute guro-kawaii]] due to its violent content; in fact, most of the merchandise tied to the show is Japan-exclusive.

* ''WesternAnimation/ChalkZone'' was one of Nick Japan's most popular shows. [[{{Moe}} No surprise there]].

[[AC:[[ThisVeryWiki Meta]]]]

* The image of midi-pop band Kero Kero Bonito, right down to the music. [[https://www.youtube.com/watch?v=AL8fz8W2Yos Behold.]]

* Western example: contrast the cutesy, ''kawaii'' designs of [[http://static.tvtropes.org/pmwiki/pub/images/Troca_kawaii.jpg the Chinese truck]] in ''{{Trackmania}} United'' with, for example, the [[http://static.tvtropes.org/pmwiki/pub/images/Adri?Fern?ez.jpg Adri?Fern?ez]]-[[http://static.tvtropes.org/pmwiki/pub/images/Carro_serio.jpg like]] design of the Mexican stadium racer.

** Same goes for Marie from Disney/TheAristocats due to Japan's fondness with cats.
* [[Disney/LiloAndStitch Stitch]] is also very popular.

[[caption-width-right:330: Where construction meets cuddliness.]]

Since the 1970s, an all-pervasive form of cultural cuteness entitled kawaisa (可愛さ) has crept up to become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, iconography and mannerisms. Kawaisa is deeply embedded in contemporary Japanese culture (so much so it even has a nickname, "The Cult of Cute") and is used in a vast array of situations and demographics where, in other cultures, it would be considered incongruously juvenile or frivolous (public service warnings, office environments, commercial airlines, government publications -- even military advertisements). Many companies use cute mascots to present their wares and services to the public from big business to corner markets and national government, ward and town offices. Foreign observers can find this cuteness odd because of their own cultural aversions to it and a somewhat outdated perception of the Japanese as a stoic, non-frivolous people. Tomoyuki Sugiyama, author of "''Cool Japan''", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.

Not all embrace the cute so readily, though; those skeptical of this "cuteness" consider it a sign of an infantile mentality. Hiroto Murasawa, professor of beauty and culture at Osaka Shoin Women's University, calls cuteness "a mentality that breeds non-assertion ... Individuals who choose to stand out get beaten down." Controversially, some have suggested that Japan's brutal defeat in UsefulNotes/WorldWarII bred this mentality, viewing it as the only way to explain how the warrior culture of ImperialJapan did a complete one–eighty in just a couple of generations.

* Some police forces in Japan have their own {{moe}} mascots, which sometimes adorn the front of kouban [police boxes].