Why is everything so cute in Japan?
Gudetama is a melancholy egg whose mood changes depending on how it’s been cooked. It’s lethargic character seems to perfectly sum up my feelings on a regular basis, which I find comforting.
Kawaii - the culture of cuteness in Japanese.
In Japan, both men and women are partial to ‘Kawaii’ and accept it into their culture. There doesn’t seem to be a target age range; there are always new characters emerging to appeal to the ageing population who first fell in love with Sanrio’s Hello Kitty, almost 50 years ago.
The term ‘Kawaii’ has been used for centuries but the obsession with cuteness didn’t really become a trend until the 70s, amongst school girls. It started to infiltrate the video game world, and got swept up into 21st century consumerism, with endless merchandise being made and printed on to any product you can think of. It has now got to the point where products won’t sell very well, unless they are cute.
Almost all major companies in Japan have a cute mascot that represents them. The trend hasn’t seemed to have made its way to the UK, the closest thing I can think of to a cute product is our dear old friend, Henry the Hoover.
It is now commonplace in Japan to have prison mascots, cute fluffy characters that populate institutions with harsh and inhospitable reputations. Katakkuri-chan is a prison warden with a giant purple flower for hair, and is the mascot of Ashikawa Prison.
“We made the character to change the image into that of a facility open to society and supported by society.’”- Ashikawa Prison
Is (s)he smiling or frowning? I don’t know.. Image from www.mondomascots.com
Why make things cute?
Crime is very low in Japan, I felt safe walking the streets at night and have recommended Japan to many of my female solo travelling friends. Characters like Pipo-kun are entirely in keeping with the Japanese approach to kawaii mascots—which involves using cute figures not only to push products or invite tourism, but to communicate a softer image of state authorities. Japanese residents see the police as helpful and polite.. I wonder how many people in the UK would use those words to describe the police?
Pipo-Kun Police Mascot - Image from www.redbubble.com
In Japan, cuteness is seen as soothing and therapeutic, a distraction of the everyday stress of a fast paced life with notoriously long working hours.
The University of Hiroshima - did several experiments on students and found that their performance on tasks requiring focused attention like fine motor dexterity improved after viewing cute images of puppies and kittens. They advocated the use of cute images and objects in work spaces to improve productivity. Could viewing innocent creatures promote a tenderness in our subsequent behaviour?
Including cute characters in environments such as the dentist, hospitals and airports may help to relieve anxiety and fear in both children and adults. Sanrio have licensed rights to make Hello Kitty children's fireproof evacuation gear and first-aid kits.
But there’s also a more commercial element behind it - Japanese companies will resort to cuteness when they can't otherwise gain an edge over the competition. When prices and services closely match between two companies, cute characters grab attention and it has been seen with services such as public transport and banks throughout the country. Hello Kitty has been found on cheques.
“Sanrio will grant licensing rights to just about anyone who applies, drawing the line only at guns, hard liquor, and sharp or pointed objects.” - Wired Magazine.
Gudetama Airplane - Image from https://en.wikipedia.org/
Gudetama Train - Image from www.press.ikidane-nippon.com
The concept of Kami in Japanese culture is ever changing. They are known as deities or spirits which inhabit everything. Shinto, Japan’s native belief system regards humans as children of the Kami and this could be encouraging the purity and child-like spirit we see in Kawaii characters. Shinto is also connected with Animism, which is a perception that all things- animals, plants, rocks, rivers, weather systems etc. are animated and alive. So giving a fillet of Salmon a pair of eyes could be deep seeded in the culture of Shinto, not just a marketing ploy.
Kirimichan, cute salmon fillet. Image from www.hellokitty.fandom.com
Covid 19 has undoubtedly caused anxiety and depression across the world. The mascots are like long term friends, with you through the ups and downs of life. When we were at home they took to social media, and reminded people to wash their hands and keep their masks on.
Arakuma wearing a mask. Image from www.mondomascots.com
“One mascot was making quarantine workout videos for people stuck at home; another posted photo after photo of himself just staring blankly into space.” - 99% Invisible
So the culture of cuteness in Japan is complex. Although I’m reluctant to support the endless manufacturing of unnecessary merchandise, I do have a soft spot for Kawaii in everyday life. We take life so seriously here in the UK and I’d like to see how incorporating some kawaii friends into our lives (and signage!) could help with our wellbeing in a time of uncertainty.
I visited Japan in 2016, a weird and wonderful place..
Exploring Japan
The style and playful creativity of the country has had an influence on my work. I’ve always had a fear of the dentist so I felt compelled to create this piece..
