Accompanying a new video series, I wrote an intro article about “kawaii” for Red Bull Music Academy:
The word “kawaii” gets thrown around a lot in Japan. Spend a day in Tokyo and you might hear the word, generally translated to English as “cute,” used to describe clothing displays, pancakes topped with fresh fruit or kittens on display in pet store windows, as well as dozens of other things. It’s the defining characteristic – not to mention economic anchor – of the capital’s Harajuku neighborhood, home to the Kawaii Monster Cafe. It’s also so prevalent in Japan that Prime Minister Shinzō Abe’s wife, Akie, pointed to kawaii as a big reason women in the country are held back.