Kawaii: A Subculture of Japan

602 Words2 Pages

Kawaii is a fast growing phenomenon worldwide. Kawaii by translation just means cute. This phenomenon first emerged in Japan. The cute culture is so surprising due to the fact that it is so different from the roles and the typical Japanese look which is that of the Japanese Salaryman. It is also extremely different from the lifestyle of the Salaryman. Other than the Kawaii look there have also been various subcultures that have recently emerged that aim to subvert the mainstream culture this include the Gothic Lolita which is the cute look mixed into a goth as well as the Ganguro girl which resembles a Malibu Barbie with light hair and extreme tans. There are three main subcultures in Japan. These are the Cuties, the Gothic Lolitas and the Ganguro girls. The cuties are young adults dressed in childish, cute clothing in light pastel colours with lace. They tend to act in a very innocent and childlike manner which is encouraged as Japan is a consumer driven society and the products on sale; whether it be toys or magazines are mostly targeted towards the cute sector. Paraphrasing author...

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