Yuko Yamaguchi, Hello Kitty’s designer, remarked “She’s like a blank canvas, and her fans transcend generation and gender.” Nearly 50 years later, Hello Kitty is beloved worldwide, appearing on everything from handbags to shoes to vegetable peelers and fashion dolls. Her simple lines gave her universal appeal and she quickly became a darling of Kawaii. In 1974, the Japanese company Sanrio introduced Hello Kitty, a mouthless, cat-like character. Super Famicom Bishoujo Senshi Sailor Moon Super S: Fuwa Fuwa Panic (Pretty Soldier Sailor Moon Super S: Light and Fluffy Panic) – Japanese Edition, Nintendo, 1995, The Strong, Rochester, New York. Despite the cultural differences, the merchandise related to the character and her friends still portray doe-eyed characters with cotton candy-like hair and sweet sentiments. version portrayed Sailor Neptune and Sailor Uranus as cousins rather than lovers. While Japanese audiences embraced this theme, other countries censored it, such as when the U.S. Pretty Guardian Sailor Moon also explored sexuality through the presentation of same-sex romances. Tsukino used the platform to demonstrate that girls can be cute and sweet, but they are also strong, powerful, and independent. With her fellow Sailor Scouts, Usagi must shield the Earth from forces of evil.

The series follows Usagi Tsukino, a 14-year-old girl, who discovers she is the reincarnated form of Sailor Moon, defender of love and justice. Naoko Takeuchi’s 1990s Pretty Guardian Sailor Moon is an important example. Some attribute Shōjo and girl culture as the catalyst for the rise of Kawaii. The narrative is less about action and more about drama and emotions. Shōjo is the term used for manga geared toward female readers and is heavily influenced by a long-standing history (since the Meiji era) of girls’ magazines featuring girls with big eyes and slim bodies. While these peachy keen aesthetics are pleasing to the eye, some argue that understanding Kawaii is not as simple.

Kids collect figures like Totoro and Gudetama the Lazy Egg, play with doe-eyed fashion dolls, and use whimsical school supplies like Keroppi pencil cases.

More recently, Americans have also embraced the style. The Japanese culture of kawaii-loosely meaning cute-emerged in the 1970s when teenage girls with extra money began to favor adorable accoutrements inspired by artists like Moto Hagio and Keiko Takemiya. Hello Kitty: Lunar New Year, Sanrio, 2011, The Strong, Rochester, New York.

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