Japanese Kawaii Culture: Small and Adorable Things Reflect Your Heart
Exploring the origins of a soft power built by Japanese artists that now influences the world…
The Japanese word ‘kawaii (可愛い)’ is now commonly used in other countries. The word even appears in the Oxford English dictionary. But what exactly is kawaii? Although it literally means ‘lovable’ or ‘adorable’ and is often translated as ‘cute’, it is more nuanced than any simple translation can convey. Here, we will explore the origins and development of this modern trend so to better understand its rich diversity.
First, let me introduce this famous sentence, written by an author and court lady, Sei Shōnagon (清少納言, 966–1025), in The Pillow Book (枕草子) over a thousand years ago. This definition of kawaii remains valid today.
なにもなにも、ちひさきものはみなうつくし。Everything and anything small is adorable.
Especially for the last two decades, the appeal of kawaii has been increasing outside Japan and, no doubt, social media has played a part in this global popularity. Perhaps the best way to understand the many subtle nuances of the word is to explore a selection of relevant artworks, including some items from the Cute exhibition held at Somerset House in London in 2024…
