Japan has become a leader in popular culture that produces and disseminates "kawaii" anime and manga characters. Kawaii culture and its aesthetic are introduced globally through fashion, music, and entertainment that provide psychological comfort and future optimism to many youngsters around the world. The term "kawaii" is translated as cute and adorable in English, but it is more than an adjective. Kawaii is a lifestyle, ideology, and philosophy. Many believe that kawaii as a visual concept is an invention of the twentieth century, but in fact, it has a long tradition in Japan and dates back to the Edo period (1603-1868). In this paper, I trace the history and meaning of kawaii during the Edo period by going through a series of Ukiyo-e (wood block prints) and Sumi-e (ink wash paintings), and investigate how some of the well-known Japanese artists had expressed and depicted the idea of kawaii in their paintings and artworks. For instance, Sengai Gibon (1750-1837), a Zen Buddhist monk, drew manga-like sketches of men, women, and animals, such as dogs, tigers, and frogs, in his paintings. Nagasawa Rosetsu (1754-1799) and Maruyama Oukyo (1733-1795) painted adorable, fluffy puppies in black ink. Kuwagata Keisai (1764-1824), an Ukiyo-e artist who worked under the name Kitao Masayoshi, published a book in 1795 which depicted hundreds of cute, small sketches of people, flowers, animals, fish, and landscapes. Utagawa Kuniyoshi (1798-1861), one of the most famous Ukiyo-e artists, was very fond of cats and often included cute cats in his work.

Authors:
Yuniya Kawamura, State University of New York, United States

About the Presenter(s)
Dr. Yuniya Kawamura, Professor of Sociology, at the Fashion Institute of Technology/State University of NY. Her research interests include fashion theory, methodologies, visual culture, youth subcultures, arts and crafts, and aesthetics.

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