Cuteness Obsession

Yes, it's finally here, the topic you've all been waiting for (or dreading). This time, I plan on addressing the Japanese fixation on cuteness, though my own field of specialty would be anime. I guess that, without realizing it, I've begun to appreciate other various forms of cuteness primarily pioneered by the Japanese as well. Call it an infection.

Of course, pretty much everyone is familiar with Hello Kitty, and perhaps even the infamous Hello Kitty vibrator. While I can't say that I saw omnipresence in the latter, the former does pop up quite often. The Sanrio stores are full of all the Hello Kitty goods you could ever want. Surprisingly, when it comes to trinkets like keychains and various mascot accessories, there was a TON of Disney that shows up. I can't say I'm a fan myself, but among schoolgirls, especially, you can see tons of Mickey, Stitch, and others. It's not the first image you get when you think of Japan, but they do fall for "cute" Western things. I guess it's quite logical though, considering their general love of all things cute. All forms...they even have a word for "creepy cute" (kimokawaii).

My specialty, as I mentioned, is anime. I could inundate this post with a billion examples of cuteness as it pertains to anime, but I'll refrain. I wouldn't say that anime is quite as prevalent in Japanese culture as some American fans would have you believe. Sure, there are satellite channels dedicated to it, and it does show up on TV, but it's not like everyone watches it (though manga, graphic novels, are extremely popular among many demographics). In fact, most of the decent anime (read: what I watch) airs late at night, sometimes with creepy adult ads in between, so it is still pretty niche. Don't get me wrong, it's not like there isn't a mainstream prescence--it's just that overall it is a somewhat subdued prescence. There are some cute kids anime series that you'll see more widespread, and there are a few series which really break into more mainstream culture (i.e. Death Note, which got 2 live action movies, as well). I'm getting sidetracked, though, since Death Note isn't exactly sacchirine sweet, as you might have guessed from the name. Overall, anime is more of a subculture than a major part of the society, though it embraces the same love of cuteness. Whether it influenced societal values, or societal values it, I don't think anyone could rightly say. Regardless, cuteness is just a part of life there.

AKB48


You might be wondering, does it really show? Aside from anime and other little trinkets, is it really there? Yes, yes it is. Take a look at the idol side of things. Rather than explain the Japanese use of the word "idol", I'll just direct you to Wikipedia for simplicity's sake. Idols are huge in Japan. I like to use examples like Ogura Yuko or the band AKB48 when talking about cuteness. If you already look at the video and were wondering: yes, there really are that many members in the group. The number fluctuates from time to time, but Wikipedia says it does currently have the namesake 48 members. I know it used to be lower a while back, and some sources actually say a few more than 48. Either way, it's full of a ton of young girls basically being cute. It looks like the youngest member was born on November 22, 1995, so that would make 11-going-on-12, while the oldest current member was born in 85. I won't even try to describe Ogura Yuko, but instead will give you a video. I think you'll find it kind of funny even if you don't understand Japanese at all. On a side note, I just noticed I've been referring to her in Japanese name order this whole time without thinking about it. In English, we would say her name is "Yuko Ogura".


Yes, she has a tendency to act like a small child.

Of course, I could go on further to mention things like cosplay ("costume play", usually dressing as characters from video games and anime) and maid cafes as well. Those are both great indicators of the further influence on culture. Of course, not all cosplay is cute, nor does it always attempt to be, but it is most definitely there. I guess you could look at it as being a slow bleed of cuteness into mainstream culture or, even further, as a whole subculture slowly working it's way into the mainstream. Who knows, even anime may yet become part of mainstream Japanese culture.

Some people might see something wrong with that, but I think it's sweet and, well, cute.

Bonus Ogura Yuko video, because I love her!