Even the food is cute...Walking through Shibuya 109, this gigantic 8 story building of fashion, all one seems to hear is the endless Irrasshamasen (Welcome). You walk in and their voices are high pitched, squeaky and just down right annoying. Along with that Lady Gaga, Black Eyed Peas and some other American Pop artist are on constant replay throughout the whole building. For just a few minutes you feel like you're on the runway-if you're looking sharp-then all happy warm feelings drift away with each Minnie Mouse sounding voice beckoning you into their shop. Why do they talk like this? I've met many Japanese women and their voices never sounded that high pitched. Why? It's kawaii.
It's cute.
The kawaii culture is an interesting phenomenon in Japan. Almost everything is cute! Even the cars. One day on the way to school, I passed by this little mini-van and just freaked out because it was so adorable! One thing my friends and I noticed is that here in Japan you don't have to pay extra for something a little cuter. In America, usually if you something with a bit more design and color you're gonna pay the extra dollars, but in Japan, at the hyaku en store (the dollar store) you can find many cute things without breaking your wallet. However, I must exclude umbrellas from this category. Such is life. Nothing fits nicely into one box. The whole kawaii culture to me just seems so at odds with what I first thought of Japanese culture. However, I must mention that of course not everyone dresses in a cute way and it's not all in how you dress too. It can be little possessions-Key-chains, phone charms, pins, accessories, even a rice cooker.
There's no limit.
I came to realize that the kawaii culture is more than just putting on the mask of innocence. One of my readings for my anime/manga class discussed the whole concept of kawaii in Japanese manga. It compared the kawaii girl with the kirei (beautiful) woman. Often the herione of shonen manga (girl mangas) were the cute girl and her rival the beautiful, volumptious and eloquent woman.
Think if Amanda Bynes went up against Phylicia Rashad.
As we discussed the whole notion of the kawaii, my teacher emphasized an interesting point the reading raised about cuteness. It struck such a crescendo within in me I was inspired to write about it. With the kawaii girl, people feel closer or rather more comfortable to approach her. She's silly and clusmy, but she laughs at herself. Around her there's no pressure to impress; you can be yourself. Japanese culture tends to be reserved and in modern Japan the kawaii offers that tunnel to approach someone. I know sometimes I avoided conversation with some Japanese people because I didn't know the proper way to approach them or speak to them without offending them. And I don't know if this is how Japanese people actually feel about the "kawaii" being a signal that this person is approachable. This is perspective is from a Westerners point of view. In any case, it's an interesting point.
People here wear Disney and Hello Kitty like no where else in the world. I love it, especially the Disney. I'm talking about adult men and women along with the little kids. Cute merchandise is just everywhere, but seeing at first you think it's for children. It's not. My teacher used this example of Hello Kitty wine (if Hello Kitty made wine). If Hello Kitty were to produce wine in America that wouldn't fly because Hello Kitty is mostly marketed to children. In Japan, Hello Kitty is markted mostly towards women in their 20's and teenagers. Having that Hello Kitty wine says 'you may approach me." Not like a guy hitting on a girl kind of approach, but it allows for interaction. In a society that can be very reserved, the kawaii leads to possible connections and breaks down social walls.
Kawaii desu ne!
In all honesty, I strived for the kawaii compliment while in Japan. Sorry, but I'm bringing race into this, but deal with it. As a black woman in this world, I often feel that people have this idea that black women are hard to approach because they're intimating, hard, have attitude and etc.
I don't mind being strong or independent, but hey I need some lovin' too! I need interaction just as much as the next person. It's almost as if the black woman was born with a strong gene therefore she doesn't need anyone or any help. We're such strong women we can handle their own.
After learning about the reason behind the kawaii culture, I fully embraced it with a shopping trip to Shibuya 109. I love being strong, confident, and sure of myself but, I wanted to create this pathway, and break any hesitation people, Japanese or not, might have of me on first sight. I've always been silly and ridiculous, but I definitely uped my silly a tad in Japan. Itsumo watashi wa genkidatta. I was always genki (lively, very cheery, energetic). Genki should just be my nickname.
I didn't want to be annoying, but just give out this presence that said "I'm not gonna chew you out." Now, me being a black person was not a big deal as I thought it would be ( to be discussed in a later post). In terms of fashion, I dressed down the London chic I adoptoped while in the UK and fused my California chill with the Japanese kawaii. Did it work? Look at the pictures and decided for yourself. By the end of the trip I was hearing, "Jasumine, kawaii desu ne?"
And I loved it.
