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Cutism in Japan(^^)

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manaka

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Hello, everyone(^^)/
my name's Manaka
japanese uni student
i was net-surfing about japanese cutism/cuteness/kawaii
and i found this site by accident
now i'm in 4th year and need to write gruduation thesis
i choose "japanese kawaii culture" for the topic
coz i love cute goods and almost everyday i say "kawaii"
it's not special, kawaii is everywhere in japan
but maybe for people in other countries,
japanese cuteness might be a little bit different from theirs or might be weird
or so much attractive
i feel Cute in japan is probably unique.
then,
i need your help for my thesis
i really want to know how foreigners(i mean not japanese) are thinking about japanese cuteness/kawaii
and also
what is considered "cute" in your country, what is the difference from japanese one
i'm so curious about your opinion
so please help me!!(><)/``
thank you(^u^)
 
One observation I've made about the concept of "cute" in Japan, is that it seems married to the details. Outfits, accessories, and mannerisms are the foundations for "acting cute," from what I've seen in Japanese girls. Of course, just as beauty, cuteness is in the eye of the beholder. Some people have very different interpretations of what's cute and what isn't, so it's hard to define universal attributes of "cuteness," although a lot of what I heard in Japan was along the lines of 「守りたい」って気がする。

My perception of the American concept of cute is that it's simply an adjective used to describe someone or some thing, but there's no large movement or mainstream obsession with cuteness (granted, American culture is fragmented into many different groups and cultural influences, Japanese being one of them). In Japan, it seems that cuteness is like a goal that can be obtained through the way one dresses or acts (this is also true to some extent in America). Items are still "cute," but that quality is defined and expressed through the minutiae of details. Shape, proportion, and color are just a few things that factor into it. The "consumers" or "audience" of cuteness don't necessarily go so far as to analyze what makes something cute, but for instance, I know guys that think girls with glasses are cute, and certain gestures like adjusting their frames will make them, as you might say, キュン死する。

A big difference I've noticed (and of course this is just a generalization) is that in Japan, the obsession with cute things and being seen as cute is carried even into adulthood, whereas in the US, the pursuit of being "cute" is often abandoned for the pursuit of being "sexy." Gothic Lolita is a good example of the "cute over sexy" culture.
 
This looks like the start of a promising thread!

So, I've decided to move it to All Things Japanese.

Manaka-san, welcome to JREF!
I hope you find this place informative!
 
I would love to have a copy of your thesis!! Pretty please.

I love the cuteness thingy in Japanse. Its somehow very well integrated in the whole culture, just being cute and a little, little childish. I dont think that is very common in other cultures. The negative side I would say that it seems to be a little sexualised in someways sometimes...
 
Your thesis seems very interesting and I think you will have a lot of fun with it.

I think that you are right when you say that Japanese cuteness is unique.

But I think that this is a very hard topic to discuss because you cannot measure cuteness and was is cute to someone is repulisive to another.

In Japan, I got the impression that just about everything is 'cute-talised' because everything seems to have a cute version, even food.

Maybe you could look into that. How in Japan, normal everyday items have a version a little cute twist to them and comare it to other countries.

Take for example hello kitty.

Sanryo have released just about everything hello kitty. If you wanted you could probably buy everything you ever needed with a hello kitty symbol.

On that note, I am looking for a hello kitty pregnancy test (just for the comedy value) if kitty turns blue....
 
i've been thinking about this -cutism- for a while.

it seems you hit the nail on the head.


and hello kitty is funny. [you should suggest sanryo the hello kitty p.t.] ^^
i saw a couple of older ladies wearing hello kitty stuff. well i myself like hello kitty.
because it's kawaiiiii
 
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Cuteness in Japan..hmmm
This seems to be a very catchy and interesting thread.

In Japan, everything seemed cute to me - the way they wrap a gift, the key chains, the mobile phone holders, the bags, mobile phone straps, the way they dress their pets, the packing of a bento, even the nail paints, the umbrellas. Everything and anything, the list can go on where cuteness is concerned in Japan. I guess its a way of saying that We care.
And you get this cutie-pie feeling the moment you land in Japan.
 
bluepilot said:
If you wanted you could probably buy everything you ever needed with a hello kitty symbol.
On that note, I am looking for a hello kitty pregnancy test (just for the comedy value) if kitty turns blue....
Click to expand...

I saw on TV that they even have a Hello Kitty Vibrator
 
Here in europe everything is very sober, you don't see cute things or bright colours here unless it is for children, it is people's mind set, hello kitty is considered cute till some levels, like <16-17 after that we feel obligated to become serious adults.

"act normal and you are being crazy enough" is a much spoken phrase that says it all.

And don't people from europe, amerika see only the sexual side of some cute things like Gothic lolita, para para groups etc. because of how we look at and judge things with our serious thinking?
Cute because of just being cute does not apply for us because that only can be for children, so if that girl is in 20's but wears very short skirts with many layers bright high socks it must be sexualy dressing up, and combine that with excessive accessory, she must be mentally disturbed so cannot be considered cute as in Kawaii.

I think Japan's kawaii level really is unique and an output for creativity, which does not excist on such big scale in other countries.

Well I´m not sure if this was usefull, or adds anything to this topic
but I wish you Good luck with your thesis ^^.
 
I'd like to bring this thread back to life since it's pretty interesting and I think of writing a thesis in that direction.

I think one of the reasons for this cutism (and also all this brand stuff) is, that Japanese value the appearance of something very much. A good example might be the way food is presented. Like they saying "the sizzle sells the steak".

Obviously I can't look at cutism from a Japanese perspective but as (and for) a westerner I think that it is over the top at times. Though I have something going for it, too, i.e. the nail stuff, mobile decoration - though I think for "Japanese standard" I keep it pretty decent. I really like to know how Japanese see those things and how they receive it.

Just a speculation, but I think of Japanese society, especially when one is older, is stern and somewhat monotone (work/school/...) and it is kind of an escape to a brighter world where you don't have to be concerned about correctness and behavior. Though it might help to keep the inner child alive.
A really extreme form are the Hime-gyaru (princess style), I think. I swear I've never seen so much pink, rhinestones and whatnot at once. I whish I had bookmarked the little documentation where a Himegyru worked part-time as a truck driver. If I find I will post it.
Also those Maid Cafés. The girls there really do act overly cute, i.e. speaking with a high voice and the gestures. (Yes, I was in one )
To understand this phenomenon it might be interesting to look at how men see the ideal woman and what they are looking for and also, what the word "cute" means for a Japanese. What reminds me... compared to a westerner Japanese men (well, I guess more boys than actually men) use the word "cute" pretty often. A western man won't use it (maybe I'm wrong here, but as my prof noted that I thought it's true, I can't recall hearing that).

That's all for now since I've to go to work now, but I'd really love to get this thread back to live
よろしくぅー☆

EDIT: found the video
 

That's interesting. I do feel that Japanese men look for cuteness in women. I don't go too far to claim that Japanese men cannot handle matured women, but cuteness in women surely attracts men's attention in general in Japan.
 
grapefruit said:
That's interesting. I do feel that Japanese men look for cuteness in women.
Click to expand...

Yeah, I, too, have that feeling. But only when "observing" the younger generation. When I look at Japanese house wifes I can't imagine that "cute factor" though I don't know how they've been in their 20s.
There is a Japanese fashion magazine which I buy once in a while (with all the decora nail stuff and so on) and there once was a topic about the daily routine. A lot of the models are mothers and they seem to have this "cute" lifestyle even in their daily life. I.e. they decorate the meals like they decorate their mobile, or the interior of their flats. Unfortunately I don't know about the former generation(s).
This cutism seems to be a more recent thing (and I can't imagine it in and prior postwar times).
 
I think it's quite creepy. In my culture, the term "cute" is only applied to children, puppies, dolls, etc. It's not applied to anything adult at all.
 
cicatriz esp said:
I think it's quite creepy. In my culture, the term "cute" is only applied to children, puppies, dolls, etc. It's not applied to anything adult at all.
Click to expand...

It's true. But, there are some exceptions here and there. Wolksvogen Beetle is "cute" despite it is used by adults. It's not an American car but people seem to like it in the US (at least among women).
 
sadly i too see this type of attitude where i live.
I have read personal stories through a Gyaru forum, that a girl wearing cute versions of gyaru fashions will be heckled by men in countries like America, because of the mens sexual treatment of it. in Japan i've noticed it is not noticed in this way, and she is considered just gyaru "Girly".
Most Gyaru host clubs in Japan will not allow western men in fear of the above reason.

Currently in Australia and France however, there is a boom of Anime and Cosplay. Gyaru Circles "Gyaru-cir" are appearing in America and Hawaii. So many kids are doing it, that it is becoming recognised by the population.
At the moment all of it is still viewed as cosplay, and being cute still considered "immature", but these japan fans (young and old) are trying very hard to break the attitudes of people.
grapefruit said:
It's true. But, there are some exceptions here and there. Wolksvogen Beetle is "cute" despite it is used by adults. It's not an American car but people seem to like it in the US (at least among women).
Click to expand...
I often feel that products for women such as cars are ridiculed/ignored by men, and that there may be a lack of female product designers. i personally feel that womens wish for visually appealing surroundings and car is sometimes seen as a joke. There are actual jokes about girls not caring about what is in the car, but only wanting the nice color.
Thank god for some Product designers thinking of us women, we now have a stylish iPod, with variety of colours, White or pink mobile phones, and some newer cars allow the owner to choose a custom colour.

But to take things one step further into the world of cute, would be to take things too far in our current society, there are no rhinestone iPods on the market, these have to be custom made. There is currently only one (nicely designed) white mobile phone available in my city. To make it cute, you have to go to chinese shops for your accessories.
About cute car parts, well, they can be imported from japan if you like.
 
Ahega said:
compared to a westerner Japanese men (well, I guess more boys than actually men) use the word "cute" pretty often. A western man won't use it (maybe I'm wrong here, but as my prof noted that I thought it's true, I can't recall hearing that).
Click to expand...

Speaking as an American man (but not necessarily representing all western men.) I'd say that even as boys, we associate the word "cute" with that of being effeminate. Out of practice, we usually don't call something cute unless to describe small and young living things. e.g., babies, puppies, kittens. As adults, we use cute as part of our physical perception of a female's appearance. "Sexy" describing women that seem to have a lustful allure (if she has an aggressive demeanor or wears clothing that is either revealing or hugs curves,) "beautiful" if the woman has a casual demeanor or dress appearance, and "cute" if the woman has a shy or timid demeanor or dresses very modestly.

As for casual use of cute to describe things outside of what I listed. It is seldom, if ever uttered by American men.
 
I use it to describe baby kittens.

There is no other word to describe them, I am telling you!


Remixer
 
Outward cuteness in America seems to have become attached with "attitude" as well, whether the attitude is a good or bad one; A lot of both are seen in entertainment and toys for youth (i.e. Hanna Montana, Brats Dolls, High School Musical and others)... They all have their own form of 'cuteness' but not without the "We are the BEST" sort of message. Cuteness in the form of innocence and the like seem to only be used for advertisement of products for babies and toddlers. Or Sesame Street.

Cuteness in Japan, as far as I've seen, puts a lot of importance in keeping cuteness with innocence or acceptance of personal lifestyle preferences, with males as well as females.

As far as observation of adults in America, I second that cuteness is noticed most in personal behavior ("It's cute how she looks when she's in deep thought" or "The way he looks down when he smiles is so cute!"). There are many, many ways a person can be seen as "cute" in this light.
 
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Interesting. I've always thought of those venues as more about being "glamorous" instead of cute.
 
Kind of off topic but... I didin't think there were a lot of Japanese-anime obsessed people in Mexico until I headed down to Mexico City to take my JLPT test and saw probably like 5-10% of the attendees cosplaying and wearing lolita dresses thinking they are so cute, oh, and they were shouting phrases in Japanese like sugoi while speking Spanish. They can do whatever they want but it just pisses me off that there are still a lot of people that think that Japan is some sort cartoon-based country or something.

I'm sorry about the rant, this thread just reminded me about that and how shocked I am by things like that.

Mauricio
 


I'm not sure why you're so bothered by it. Think of it more as cultural immersion. Granted, there is much more to Japan than anime and kawaii. Though at least people embrace and show appreciation for the things they do know about it, even if they don't take the time out to learn more on the topic. It's better than scorning a place for its entertainment. This reminds me of the Bleach anime series, how it implements a land of the dead and borrows it from Mexican traditions. Should this cause an uproar to say that there is more to Mexico than Los Muertos?

People watch what they like, and emulate that which entertains them. This sort of fad helps to promote Japanese culture. Makes it seem hip. Which is good for Japan in some instance, as it helps spread the interest in its people. Takes away from the whole outdated "kamikaze" and "seppuku" negative stereotypes. Besides, it isn't like Japanese people don't lavish fads from other countries or share misconceptions about outside groups of people.

On another note... By a strange coincidence. When I was at the gym today, these two guys were doing the same shoulder weight exercise. A friend of theirs walks up and comments. "You two look cute doing that together." Albeit, he was saying it to be mocking (that American effeminate thing I was mentioning earlier is being implied here.) Though I found it interesting that it was said not long after I noticed this thread.
 
"Cute is for children and puppies."

I hear that all the time. Why, I wonder. Is there a point in our lives where we somehow stop finding certain things desirable for their cuteness? What is it that attracts young children in cute things that is not attractive to adults?

I believe it all comes down to the society one lives in and its attitude toward cute.

Wouldn't you pick up that cuddly Hello Kitty plush in the store window of a toy shop if an adult finding comfort and joy in such things were considered normal? I would.

Unlike some other societies, Japanese society says, "It's OK to embrace cute. Cute is for everyone. Young and old, women and men. ".

Japanese people grow up in a place where there is no hang-ups about loving cute, where you don't have to out-grow cute.
I know I say that in a VERY broad stroke here, but I really think that's what it is.

You might say that some people simply do not like cute. They'd much prefer cool or sexy or whatever. I feel that there is a big difference between cute and cool/sexy. Cute touches something that's primal in a human being. What I mean is that what is considered sexy or cool is quite different in each society because they are learned. Like it or not, we are unknowingly influenced by the society in which we live and what it considers sexy/cool.

In a place where it is encouraged to leave behind the cute once you become aware of the wonderful and scary world of sex, it is hard for those two things to coexist albeit in some kinky fetishes. However, in Japan, where people don't have to abandon cute when they reach a certain age group, those two things can happily coexist, even merge as one with very little stigma imposed by the society at large.

Japanese society is often characterized as conservative, but in this regard, in a way, it could provide a very liberal environment for you to be who you are.
 
What is it about Japan and pedomorphosis ?

Here is the scientific explanation to the kawaii factor : pedomorphosis; in other words the obsession about juvenile traits in adults.

Neoteny is the most common expression of it in Japan, as seen in dogs (chihuahuas, Yorkshire Terriers, miniature Dachshunds, and other toy dogs), but also in other unusual pets like the Axolotl salamander. I feel that the Axolotl reflects perfectly the ideal image of eternal youth, innocence and cuteness sought out by so many Japanese.

Even people are becoming more child-like by natural selection, Japanese men preferring cuter women to mature-looking ones.

Any theories of why this phenomenon is more common in Japan than elsewhere ?
 
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