The word “kawaii” in our daily lives. Small animals we see in the city, the adorable smiles of children, and charming character goods. But what exactly is “kawaii”? Let’s explore the special nuances of this Japanese word, which is slightly different from the English “cute”, trace its origins, and introduce some of the popular “kawaii” characters in Japan today.
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The Definition of “Kawaii”: The Profoundness Unique to Japanese
The Japanese word “kawaii” is not just about good looks. It’s an adjective used when people feel “it should be loved, it has charm” towards something, encompassing feelings like preciousness, loveliness, and deep appeal. There’s also the idea that it’s related to the word “kawaisou” (meaning “poor” or “pitiful”), suggesting it also includes feelings of affection and a desire to protect something weak or small that arise naturally.
In modern usage, “kawaii” is also thought to be used when the speaker compares themselves to an object and judges that the object is in a subordinate position in some way. For example, the feeling of wanting to protect and cherish young children or small animals is said to be at the root of “kawaii.”
However, the perception of “kawaii” is subjective and varies from person to person. What one person finds “kawaii,” another may not. Moreover, “kawaii” is used for a very wide range of objects, including people, animals, things, scenery, and even people’s words and ideas. In recent years, it has also been used for older people, like “kawaii ojiichan” (meaning “cute grandpa”), and for things that are not necessarily small, like “kawaii tatemono” (meaning “cute building”) and “kawaii kuruma” (meaning “cute car”), indicating that its meaning has expanded from just weakness and smallness to encompass likeability and approachability. The existence of emphatic expressions such as “onikawa”, “bachikawa”, “guukawa”, and “mekkawa” shows the strong emotional resonance that “kawaii” has.
“Kawaii” vs. “Cute”: Subtle Differences in Nuance
“Cute” is often used as an English translation for the Japanese “kawaii”, but there are subtle differences in nuance between the two words.
“Cute” mainly refers to external attractiveness and is often used for children, small animals, and things that are small and adorable. On the other hand, “kawaii” has a deeper emotional resonance, encompassing not only external appearance but also inner charm, the loveliness of actions, and even feelings of sympathy like “kawaisou.”
Furthermore, “cute” can sometimes imply “clever” or “sharp, and in some contexts, it can be used ironically. However, the modern “kawaii” is generally used with a positive and affectionate meaning.
Additionally, while “cute” can be used for men, using “kawaii” for adult men requires caution as it may be misunderstood or make the person uncomfortable.
Interestingly, “kawaii” itself is now used in English-speaking countries as a word to express this unique Japanese sensibility. This shows the unique cultural significance of “kawaii” that “cute” alone cannot fully capture.
Changes Born from the Passage of Time: The Origin and History of “Kawaii”
The roots of the word “kawaii” can be traced back to the late Heian period (around the 12th century). Its origin lies in the old Japanese word “kawayushi”. Going further back, “kawayushi” is said to have evolved from the word “kaohayushi”.
Surprisingly, the original meaning of “kawayushi” was “embarrassing”, “awkward”, or “feeling self-conscious”, which is far from the modern meaning of “kawaii”. It expressed a feeling of being flustered, like one’s face turning red.
Later, “kawayushi” came to mean “unbearable to look at” or “pitiful,” and around the Muromachi period (14th-16th centuries), it gradually changed to its current meaning, expressing affection for small and weak things and the desire to protect them. This change is thought to have been established in the Edo period (17th-19th centuries).
In the Taisho period (early 20th century), the aesthetic sense of “kawaii” gained particular attention within girls’ culture, and the charming depictions of young girls by artists like Yumeji Takehisa became the object of admiration for women at the time. In this way, “kawaii” has greatly changed its meaning over time and has become a familiar word to us today.
Popular “Kawaii” Characters in Japan Today
In modern Japan, “kawaii” has transcended being just a word and has formed its own unique culture. A symbol of this is the existence of numerous “kawaii” characters. Let’s take a look at some of the characters that have been particularly popular in recent years.
Sanrio characters have enjoyed overwhelming popularity for many years. Among them, Cinnamoroll has repeatedly won first place in the Sanrio Character Ranking, captivating many fans with its adorable looks and gentle personality. Classic characters such as Kuromi, My Melody, Pochacco, and Hello Kitty also continue to maintain high popularity.
In recent years, the characters from “Chiikawa” have gained fervent support, especially from the younger generation. The main character Chiikawa, along with Hachiware and Usagi, evoke empathy with their somewhat unreliable but earnest appearances. Additionally, characters like “Opanchu Usagi” and “Npochamu,” who are somehow pitiful but endearing, are rapidly gaining popularity, especially on social media.
Of course, long-beloved characters such as Doraemon and Pokémon also show no signs of declining in popularity.
Deep Dive into Popular Characters: Why They Are “Kawaii”
Here, we will pick up some particularly popular characters and delve into their appeal.
Cinnamoroll
A Sanrio character who debuted in 2002, characterized by its fluffy white fur and long floppy ears. The adorable setting of being able to fly through the sky with those ears is also part of its charm. Working at Café Cinnamon, it has a laid-back personality and loves to nap on customers’ laps. It has dominated the top ranks of the Sanrio Character Ranking for many years, and its gentle aura and universally loved personality are the reasons for its popularity.
A rabbit character with a black hood and a pink skull, who appeared as My Melody’s rival. Contrary to her slightly devilish appearance, she actually has a hardworking and caring side. This gap and her cool yet cute visuals have garnered support mainly from Generation Z, and she has ranked high in the Sanrio Character Ranking in recent years.
A character that appears in a manga work by illustrator Nagano. It has a small and cute appearance but a somewhat anxious and timid personality. However, its thoughtfulness towards friends and the courage it shows when Hachiware and Usagi are in trouble have captured the hearts of many readers. The way it rejoices and worries about trivial everyday events resonates with many, and it is particularly popular among teenage girls.
Also appearing in “Chiikawa”, this character is characterized by its yellow body. It is always highly energetic and sometimes involves those around it with its free-spirited actions, but at its core, it is very considerate of its friends. Its unpredictable behavior and occasional high level of situational awareness help Chiikawa and the others. ts bright and cheerful character has gained popularity.
“Usagi” is a kawaii character that appears in chiikawa
A rabbit character created by the popular creator “Kawaiisouni!” (meaning “Poor thing!”). Its unique appearance of always wearing underwear and its somewhat melancholic figure, who tries hard but somehow never gets rewarded, are its defining features. This “pitifully cute” charm resonates with Generation Z and has gained explosive popularity, especially on social media.
kawaii character “Opanchu usagi” from kawaisooooou
The Universal Appeal of “Kawaii”: Japanese Culture, and to the World
The feeling of “kawaii” is not just a temporary trend but a universal value deeply rooted in Japanese culture. It is an expression of affection and attachment towards small, weak, and charming things, and it also plays an important role as an expression of positive emotions in social communication.
“Kawaii” is also deeply connected to Japanese aesthetics, and its appeal is so multifaceted that it is even a subject of research in the field of Kansei engineering (emotional engineering). Today, the element of “kawaii” can be seen in various fields in Japan, such as art, fashion, food culture, and the service industry, and its influence is spreading not only within Japan but also around the world.
Tracing the origins of the word “kawaii” reveals that it once had a surprisingly different meaning. However, it has changed with the times and has become an indispensable word for us today, expressing important positive emotions. The various characters that embody the feeling of “kawaii” add color and healing to our lives. “Kawaii” will continue to be loved by people all over the world as a keyword symbolizing Japanese culture.
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