The question of what kawaii is has a much deeper meaning than just a simple translation. This is because it is linked to an entire culture that in Japan reaches its greatest expression, even being seen in official documents and government agencies.
What does kawaii mean?
But now answering the question What does kawaii mean?. Kawaii as such is a word that could be translated as "Cute" or "Tender". It would be what we can do as a translation if we want to understand what it means, but it doesn't stop there, kawaii has become more than just a word.
What does Kawaii mean?
In Japan it is not only a word or an expression but rather a style, where adorableness is above all else. It can be clothing, drawings, animals, even coffee itself can be kawaii, since its main concept is to be adorable.
It is normally represented by characters with round shapes that are either furry or fluffy. But it’s not like a rule, other objects just by their shape can be considered kawaii if they are cute enough. It is a very broad concept but in Japan it is directly within the culture to such an extent that we can see kawaii things everywhere.
While in other parts of the world kawaii may be considered somewhat childish in Japan. It is so culturally accepted that even the most serious person could wear something that is considered adorable. Since in Japanese culture kawaii is something normal and not just something childish as in other parts of the world.
Top 5 characters representing kawaii
1. Hello Kitty
2. Pikachu
3. Totoro
4. Rilakkuma
5. Kurumi de hello kitty
What things are considered kawaii?
There is no limit to adorableness and that in Japan absolutely everything can be kawaii, since it is a fairly broad concept. But there are great references regarding kawaii and that there are brands that have taken it to another level being their characters a reference of this.
The quintessential kawaii character of all time and who was the first reference for this concept is none other thanthe famous Hello Kitty. A character who knew how to take the concept to another level. It had such power that when it appeared in the mid-70s, it was a novelty that made it reach fame.
Being this its maximum reference for many years and taking its brand to stardom with a concept that really no one had taken so seriously as they did. The creators were so successful that after their launch from Japan only 2 years later they were registered abroad more specifically in USA.
What are kawaii products?
A concept carried to marketing and is that thanks to the creators of Hello kitty and the great growth of their brand during its first years. Everyone wanted something related to her, from bags and wallets to clothing with hello kitty on it. Being a character with simple lines it was perfect to be carried to all kinds of objects and with its birth what are the kawaii products.
Clothing lines focused on looking adorable or simply having a tender concept, saw their birth alongside the kawaii culture in Japan. Something that for marketing levels was excellent since everyone wanted something from this new fashion that began.
These products were so accepted that today you can practically find anything in kawaii style, no matter what we are looking for. Surely there is an adorable and fluffy version of what we want to buy.
The popularity of the adorable
Today the adorable is a concept that in Japan is seen normally at all social levels, so much so that it has been normalized in advertising to such an extent that today it is almost a rule. But not staying there also at the governmental level they opted for this culture seeing it even in brochures and official notices.
Therefore, today it is a concept that is very rooted in the culture and basically everything can have its tender version. Something that even in the West is seen as childish for Japan is something that is part of their way of culture.
Japan adopted this style within its culture
Today the adorable is normal, a concept that makes many Japanese products have that unique touch. Reaching such a level that practically everything today has its kawaii touch, whether in its marketing or in other concepts. But always maintaining that unique style that so characterizes the adorable.
