Just look around. You will easily find something cute, such as Kitty-chan, Docomo-dake etc. As you know, Kitty-chan is a pretty cat, so it is quite natural for you to call her "kawaii!!" On the other hand, the NTT Docomo's official mascot "Docomo-dake," which implies "only by NTT Docomo," is nothing but a mushroom! We can safely say that in Japan even a mushroom can be aggressively cute.
Such cuteness in Japanese culture may appear juvenile or frivolous to western observers, but that is not the case. According to Tomoyuki Sugiyama, author of "Cool Japan," cuteness is rooted in Japan's harmony-loving culture. He said, "Japanese are seeking a spiritual peace and an escape from brutal reality through cute things."
Indeed, "cute" is a magic word that covers everything acceptable and desirable in Japan. Besides, it is increasingly accepted as a part of Japanese culture and national identity by non-Japanese people.
I myself love things cute. For example, "Blythe Doll."
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Manufactured by Kenner in 1972, the original Blythe (now known as "vintage") was produced for only one year and then was retired because of poor sales. For 28 years, Blythe was a curiosity that only doll collectors were interested in.
Then, in late 2000, she made her comeback in Japan. A Creative Agent, CWC produced a charming TV commercial for Parco department store, starring Blythe. After the TV spotlight she became an overnight sensation in Japan and Asia. In June 2001, to meet the popular demand of this new Blythe fan base, CWC produced an 11 inch neo-Blythe doll. Since that launch, 62 and still counting! editions of neo-Blythe dolls have been produced.
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Talking about "cute," I have to refer to Yuri Ebihara, a model and actress. She is widely viewed as the personification of cuteness. She has such a great influence on sales that when she sports lacy pastel skirts in a fashion magazine, "Can Cam," they become instant sellouts!
