One of the most frequently used terms in anime/manga terminology - "Kawaii" (pronounced Ka-wuh-EEH). But, Kawaii-
ness manifests beyond manga/anime. Its a craze which is more than just a national pastime. Look anywhere and everywhere: Hello Kitty figures dangle from mobile phones, waitresses bow in frilly maid outfits, bows adorn bags, even police departments boast cuddly mascots.
If you've spent a day in Japan, you've witnessed the hegemony of kawaii. Street-corner police boxes take the shape of gingerbread houses. Nippon Airways jumbo jets are splashed with giant yellow Pokemon. Female pop stars dress and act half their age while singing in preadolescent voices. A recruitment ad for the national Self-Defense Forces features three cuddly cartoon soldiers calling people to arms. Tsunami warning signs on beaches feature waves with menacing eyes and carnivorous teeth that are still somehow adorable.
If you were asked to guess whom the mascot representing the Tokyo Police Department was, whom would you answer? Would you say it was Mr. Koizumi, Japan's Prime Minister or the chief of Tokyo Police? If you were to answer both, you couldn't be further from the truth. The Tokyo Police Department's mascot is Pi-Po chan - a giant animated mouse wearing a police uniform! If the NYPD were to use an animated character as their representative of law and order it would certainly arouse public curiosity! Using a mascot such as Pi-Po chan could somehow lead masses to question the NYPD's reputed macho disposition. For the Japanese though, Pi-Po chan gives the Tokyo Police a favorable image within the community, promoting peace, unity and harmony.
Opening a bank account? Join up with any major Japanese bank and take your pick at the variety of animated credit cards and passbooks available. Choose from Hello Kitty, Doraemon or Miffy cash-cards and bankbooks just to name a few! After signing up with these institutions you will probably also receive a welcome gift such as an animated towel or a cute bag sporting a popular character!
Traveling by air? Ready to board a plane at Tokyo's Narita International Airport? Well don't be alarmed if you witness a giant yellow creature taking flight! This is just Pikachu - Japan's global smashing success from the animated series Pokemon. For several years now, one of Japan's leading international airlines has smothered its Boeing 747's with the adorable yellow character!
Why do you think Japan so much obsessed with being kawaii or cute?
