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Kawaii!: Japan's Culture of Cute
Showcasing Japan's astonishingly varied culture of cute, this volume takes the reader on a dazzling and adorable visual journey through all things kawaii.
Although some trace the phenomenon of kawaii as far back as Japan's Taisho era, it emerged most visibly in the 1970s when schoolgirls began writing in big, bubbly letters complete with tiny hearts and stars. From cute handwriting came manga, Hello Kitty, and Harajuku, and the kawaii aesthetic now affects every aspect of Japanese life. As colorful as its subject matter, this book contains numerous interviews with illustrators, artists, fashion designers, and scholars. It traces the roots of the movement from sociological and anthropological perspectives and looks at kawaii's darker side as it morphs into gothic and gloomy iterations. Best of all, it includes hundreds of colorful photographs that capture kawaii's ubiquity: on the streets and inside homes, on lunchboxes and airplanes, in haute couture and street fashion, in cafes, museums, and hotels.
Although some trace the phenomenon of kawaii as far back as Japan's Taisho era, it emerged most visibly in the 1970s when schoolgirls began writing in big, bubbly letters complete with tiny hearts and stars. From cute handwriting came manga, Hello Kitty, and Harajuku, and the kawaii aesthetic now affects every aspect of Japanese life. As colorful as its subject matter, this book contains numerous interviews with illustrators, artists, fashion designers, and scholars. It traces the roots of the movement from sociological and anthropological perspectives and looks at kawaii's darker side as it morphs into gothic and gloomy iterations. Best of all, it includes hundreds of colorful photographs that capture kawaii's ubiquity: on the streets and inside homes, on lunchboxes and airplanes, in haute couture and street fashion, in cafes, museums, and hotels.
224 pages, Paperback
First published April 9, 2013
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472 people want to read
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Displaying 1 - 22 of 22 reviews
May 27, 2023
Very interesting introduction to the culture of kawaii, and all the different forms of kawaii. The interviews are also very well developed and it is visually appealing.
June 27, 2021
You like kawaii stuff? You are interested in art, fashion or Japan in general?
Then this book is perfect for you.
Then this book is perfect for you.
November 6, 2015
To say this book is cute is an understatement. It has amazing photographs, interesting interviews, and that cover alone is kawaii (OMG I want that hair. At the moment I have dyed tricolor hair but is not even close to that amazing, vibrant colors. Like a Lady Lovely Locks)
The book has different sections, like:
- Roots of kawaii
- Design
- Eats (my favorite 1)
- Dress (my favorite 2)
- Craft
- Visual Art
At first I though that once I visit Japan I would be overwhelmed with so many little, colorful characters. But with this book I learned that I would not because turns out, I love cute things! I just did not acknowledge it. I love their simple, round designs. Their wacky, over-the-top clothes. Their skill to make cute bentos. Their inspiration to create catching craftwork. Just while looking at these crafts I know I have to save a lot of money to indulge with this kawaiiness.
I cannot give it a full rating only because of abrupt end. It is an interview with some artist and then, BAM, the acknowledgments. No conclusion, no final words.
Other than that, I would recommend it to everybody.
The book has different sections, like:
- Roots of kawaii
- Design
- Eats (my favorite 1)
- Dress (my favorite 2)
- Craft
- Visual Art
At first I though that once I visit Japan I would be overwhelmed with so many little, colorful characters. But with this book I learned that I would not because turns out, I love cute things! I just did not acknowledge it. I love their simple, round designs. Their wacky, over-the-top clothes. Their skill to make cute bentos. Their inspiration to create catching craftwork. Just while looking at these crafts I know I have to save a lot of money to indulge with this kawaiiness.
I cannot give it a full rating only because of abrupt end. It is an interview with some artist and then, BAM, the acknowledgments. No conclusion, no final words.
Other than that, I would recommend it to everybody.
November 19, 2013
I liked the history and complexity that this book offers. The discussion about what is and what is not kawaii, if it is a great force of freedom or a way to suppress japanese women and how the japanese themselves perceive kawaii contra how the western world perceives it. All this from a colorful book with half of its pages covered in beautiful, interesting and cute pictures. Damn, it's impressive. And everything kawaii.
Edit: I read it from cover to cover, but I guess it also can serve as an excellent coffee table book.
Edit: I read it from cover to cover, but I guess it also can serve as an excellent coffee table book.
June 8, 2014
This book is PHENOMENAL! The most comprehensive depiction of kawaii today. Additionally, the visuals in this book are amazing. I am a 'kawaii junkie' and have no plans to 'curb my addiction.' I bow to Manami Okazaki!
September 26, 2017
3.5//5 stars
October 24, 2019
It's fine, but it really seemed like a collection of (brief) magazine articles. The text is 95% author-interviewing-artist, so you learn about their influences, or what they think is kawaii or cute, their musings about the culture, but no over-arching author to tie it all together or view the culture dispassionately.
In that sense it's a disappointment. But, it's chock full of attractive photographs of the aforementioned cute things, so I enjoyed that. On the whole, I vastly preferred the signage at the small exhibition at EPCOT on the culture of cute--so I'm surprised that an entire book on the subject can't beat that experience.
(Note: 5 stars = amazing, wonderful, 4 = very good book, 3 = decent read, 2 = disappointing, 1 = awful, just awful. I'm fairly good at picking for myself so end up with a lot of 4s). I feel a lot of readers automatically render any book they enjoy 5, but I grade on a curve!
In that sense it's a disappointment. But, it's chock full of attractive photographs of the aforementioned cute things, so I enjoyed that. On the whole, I vastly preferred the signage at the small exhibition at EPCOT on the culture of cute--so I'm surprised that an entire book on the subject can't beat that experience.
(Note: 5 stars = amazing, wonderful, 4 = very good book, 3 = decent read, 2 = disappointing, 1 = awful, just awful. I'm fairly good at picking for myself so end up with a lot of 4s). I feel a lot of readers automatically render any book they enjoy 5, but I grade on a curve!
December 23, 2017
Not sure how to rate this! It is very good for the backstory and a general overview, and there are lots of pictures. On the other hand, there are usually only two or three pages per thing, because otherwise there wouldn't be room. It's probably a good starter so you can find things and then look for things with more detail.
March 25, 2022
This was a neat visual history/overview of the Kawaii culture and its origins. Had all of the key designers and some that I had never heard of. It's a very visual book but with some great little interviews and factoids.
March 7, 2018
This book was interesting and gave me art inspiration.
April 13, 2022
I think its great :)🥰
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September 14, 2022mnfgdfgdgd
This entire review has been hidden because of spoilers.
May 11, 2023
Beautiful art! Interesting interviews with artists! Super cool book!!
August 16, 2025
i LOVEEEE feminine candy-colored maximalist art
February 15, 2016
TODO:
+++ Kawaii graphics!!
++ The book includes: an introduction to kawaii, a history of kawaii designs, a survey of main brands, an overview of kawaii cuisine and horeca (including maido, maid cafes), a look into kawaii dresses (including hanabi (fireworks) festivals and the largest comics market Comiket), and a glance at various kawaii small crafts and visual arts.
+/-- Except for the brief introduction, all the information is told through interviews, which leaves little room for analysis or deeper cultural meaning. Perhaps all is simply kept cute and glittery.
+++ Kawaii graphics!!
++ The book includes: an introduction to kawaii, a history of kawaii designs, a survey of main brands, an overview of kawaii cuisine and horeca (including maido, maid cafes), a look into kawaii dresses (including hanabi (fireworks) festivals and the largest comics market Comiket), and a glance at various kawaii small crafts and visual arts.
+/-- Except for the brief introduction, all the information is told through interviews, which leaves little room for analysis or deeper cultural meaning. Perhaps all is simply kept cute and glittery.
April 6, 2014
This book is an overview of kawaii (cute) culture in Japan. The book gives a little history and then looks at five areas of culture including design, food, fashion, crafts and visual art. Each section is set up with lots of pictures and interviews with creators, artists, and models. A good place to start learning about a fascinating and colourful movement.
March 18, 2016
Perfect for getting to know Japan trough the creators of its manga, anime, fashion and so on.
Perfetto per conoscere un po' meglio il Giappone attraverso i creatori dei suoi manga, anime, abbigliamento e cosí via.
Perfetto per conoscere un po' meglio il Giappone attraverso i creatori dei suoi manga, anime, abbigliamento e cosí via.
May 3, 2015
Japanese images.
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January 9, 2015709.5209 O412 2013
August 16, 2016
Visually, the book is stunning. Textwise, it could get repetitive at times.
November 13, 2016
So much fun in a single book. It took three lunch times to finish it. There is a poster in there I would really like for Christmas!!!
August 17, 2013
Loved this, especially the photos.
Displaying 1 - 22 of 22 reviews