I just read a rather scholarly paper on the subject of kawaii in Japanese culture.
It offers interesting insights into the social background behind the emergence of the style and substance of “cuteness” as a way of life among young Japanese, particulaly young women, during the 80’s to mid-90’s. Besides the obvious connection to childhood simplicity, kawaii can be seen as a serious protest against traditional values and responsibilities. The tone of the article, which was published in 1995, makes one wonder if the trend may now be regarded as passe. Fascinating reading…