Hardcore Kawaii - Japanese Women And The Struggle for ‘Cute’
By MattinMotion • May 15th, 2008 • Category: Society, The Latest
Every day, women from all over the globe make a conscious decision to put their best face forward, using cosmetics and clothing to show society how beautiful they are. In Japan, the effort to improve appearance remains the same but the desired result is somewhat different. It’s all about being ‘kawaii’ or in English, cute.
This look, while not widely promoted or respected in other countries, definitely has its fair share of devotees with Japanese men standing proudly at the forefront.
This slant on aesthetics was clearly identified when, in 2007, Riyo Mori (representing Japan) won the Miss Universe competition. However, was she acknowledged? Briefly. Was she a household name? Definitely not. Was she ever considered to be the common man’s dream girl? Astoundingly, no. In the days following the competition, Japanese reporters took to the streets and asked the ‘average man’ if Miss Universe was their type. The answer invariably was that she simply wasn’t cute enough. If the winner of a major beauty contest doesn’t get the nod (or glint in the eye) from the male population of her own country, something is amiss.
Understanding this obsession, most young Japanese women seeking the attention of the opposite sex are appealing to and often exploiting this ‘kawaii’ penchant. This is where things get interesting. When done simply, ‘the look’ often delivers the desired effect and gets the wearer noticed. When taken to the next level, with a touch of ’sexy’ added to the mix, the result can be devastating, often leaving the observer somewhat embarassed. This embarassment usually stems from the male observer trying to look cool while failing to recall his own name and undoubtedly made worse when he forgets how to correctly prevent drool from escaping the corner of his mouth.
However, this kind of influence over the opposite sex doesn’t come about easily, it takes training. ‘Kawaii’ training and the study of its accompanying doctrine is a long and arduous journey, starting early in life. It even has several militaristic similarities to it, namely the uniform of the season (currently very short skirts, thigh high stockings and ridiculously high heels) and the ‘cute salute’ (peace gesture), recognisable to anyone who has seen a photo of a Japanese female with her friends.
The training, while difficult, is nothing when compared to the level of commitment required for its real world application. At work, especially in the retail sector, women are encouraged to raise the 
pitch of their everyday speaking voices to that of Minnie Mouse after inhaling about a hundred balloons worth of helium. At work a deferential attitude to men is given, even to those of a lesser standing. Socially, women willfully feign ignorance, naivety and worse still stupidity. They will go to amusement parks and game centres, use the batting cages, play tennis, volleyball and basketball all while wearing 6 inch heels (this is hilarious to watch), all for the sake of ‘kawaii’.
In Japan, the idea of merely dabbling with beliefs, hobbies and interests is seen in a somewhat negative light. As such, people tend to be polarised in their level of dedication. They are either hardcore or no core. It is the same for ‘kawaii’. Whilst some of the elements of ‘kawaii’ aren’t exactly my cup of tea, I’m more than happy to encourage others to strive for their own goals. It’s just an added bonus that this time I get to enjoy the view.
Therefore I say:
Power be to the hardcore ‘kawaii’!
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MattinMotion is a resident of West Tokyo, living off the Keihin-Tohoku line. He's from Victoria, Australia and is currently involved in small business development.
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J-Girls And The Struggle for ‘kawaii’…
Are Japanese girls too cute? The universal image of cute is often quite different than the one so popular in Japan. What is it about kawaii that drives Japanese guys nuts?…
Why not! Power to the “kawaii”s….just as long as they’re of legal age!!!!
I would have to say that the ingredient in “kawaii” that drives the locals crazy is the total opposite ingredient that drives westerners crazy. Asians (I think in general) like having their women looking young….maybe too young at times. Sexy = cute and young (or young looking) and not so packed with make-up.
Westerners (atleast in the US) like having an 18 year old girl look like she’s in her 30s or 40s, packed with makeup and “dressed for success.” I think the J-girls tried this and that’s how GANGURO was born.
IMO, “kawaii and sexy” over “old and sexy”. Wait and she will mature in time…..
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Let’s not forget the “collective kawaii.” The mindless, simultaneous “eeeeehhhhhhhh!” or “sugooooooyyyyy” uttered by the herds of women trying to stick to the group mentality. One trip to Tokyo Disneyland is education enough for those who have yet to see this behavior.
All that said, Japanese women are indeed cute sometimes in a good way.
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Anything that takes 2 - 3 hours to do each morning probably isn’t worth it. But loss of regular sleeping patterns just don’t phase the Japanese, I suppose.
Visually, I would much sooner go for someone with the appearance of miss universe 2007, who is probably wearing half the amount of make-up that the average Japanese teenager slathers on in 8 different layers each morning. But I suppose that is what makes my tastes more North American and less Japanese
haha. I like a girl I can wake up to in the morning and not have to say “do I know you?” because they look like a totally different person without that cake-face.
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Riyo Mori is an Asian women who would be considered beautiful in the west and obsessed over by many western men.
Anyways, Japans version of a cute girl is onbviously different then that of the United States. But most regions of the world have different ideas of what a cute girl is. It’s different in India, Africa, Pakistan, etc. It’s not that Japan is so different. It’s just that they have their own idea just like everyone else.
I do think Riyo Mori is hot.
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I think Japanese women are beautiful, but I also think every country has such stunning women that it’s overwhelming. That’s a main reason I love to travel. To see the beauty of the land, culture and it’s people. I’ve never been to Japan so my experience is in the Japanese women that travel to America.
I agree that men are too picky when they are objectively looking at beauty. I think that they are looking for too many faults instead of looking for everything that is beautiful in a woman.
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Japanese girls are BY FAR the cutest of the Asian countries …. hence why i live here, well 1 reason anyway.
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I can’t say it’s the main reason why I live here, but agreeing with Neil, cute Japanese girls make living here that much better.
By the way, that pic of Ms. Mori is the best one I’ve seen so far, Matt.
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Trust you to find the “best” picture of Ms. Mori Matt! Interesting article…
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I agree with David on the kawaii young connection in Japan. However I feel as though western culture in general has a hard time accepting beauty that is different from their stereotypical definition of beauty… Blond, tall, leggy, etc.
But like many here, I would have to agree that Japanese women are the best!
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I don’t know…as an aussie girl when i go to Japan i’m always told i’m “kawaii”, i think Japanese people think westerners are Kawaii just because they look different. It’s the same to westerners if Japanese girls come here.
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Yeah definitely the kawaii factor is norm here unfortunately . Which is why a sexy Latina like me, has a hard time finding a Japanese boyfriend. They assume I’m easy to bed down, because of my nationality. (sigh) lol
And before anyone says anything, I don’t show up on a date half naked with my boobs hanging out, so they don’t get that impression.
Meh, at least I don’t do my makeup on the train…….so there lol..
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Oh Matt, I can only imagine the arduous research that went into this piece. You are truly dedicated.
As a young non-Japanese Asian woman, I must say that your survey is lacking one choice, that is: “BARF!”
Could you imagine me in Japan? I’ll be the one doing the English version of the ‘peace sign’.
Oh and I love Cruxay’s ‘Do I know you?’ remark!
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