It comprises objects, with Hello Kitty as the main emblem, including styles of dress that aim to produce tenderness. Anything that looks beautiful or pleasant in any way provokes a sympathetic reaction. We use all kinds of words associated with this and other phenomena. Kawaii
In addition to the differences, in colloquial language , the Mexican says that something is chida to refer to something suggestive, but there are also other similar terms: chevere in Venezuela, guay in Spain, bacan in Chile and Colombia, legal in Brazil . The English word cool is used in a similar sense to the above.
In recent years, we’ve incorporated a term from Japanese culture, the word kawaii
In the Japanese language, the word kawaii can usually be translated as beautiful, sweet, attractive or beautiful. Originally it was used to express the feeling of tenderness that inspires babies and pets. As time went by, it began to be used in relation to a well-rounded type of calligraphy and with toys and stuffed animals for children. Kawaii
Characters in the anime world began to be labeled as kawaii in the 1960s. The Hello Ketty phenomenon caused a definite leap in the penetration of this idea in Japanese culture .
an advertising requirement
In advertising language and aesthetics , an emotional connection with consumers is sought. For this reason, many companies and institutions in Japan have incorporated kawaii into their messages. A good example is the Japanese police force, which transmits a friendly image to society as a whole through a kawaii mascot.
In addition to the Japanese cultural context
In Japanese society this word is very present in all types of context, such as fashion, design , marketing and design. Somehow, anything that inspires a feeling of tenderness can be labeled kawaii.
Among the Japanese, several related expressions are used. Something erotic and at the same time sweet would be “ero kawaii”; already something strange, but at the same time cute would be “kino kawaii”. Currently it is no longer an exclusive concept of Japanese culture, once it has become a globalized world heritage.
Other examples of Japanese influence in the West
Japan has historically been a country disconnected from the rest of the world. However, in recent decades, this trend has changed substantially. All kinds of aesthetic trends and trends have become fashionable, such as anime, manga, sushi, bonsai, wabi-sabi , tamagotchis and haikus. Kawaii
It should be noted that among the Japanese, aesthetic values have a very particular dimension. In this sense, they use the concept iki to express that something is elegant and at the same time sensual (geishas would be an example of iki).