Tag Archives: Soichi Masubuchi

KAWAII Aesthetics

Soichi Masubuchi (増淵宗一, Masubuchi Sōichi), in his work Kawaii Syndrome, claims “cute” and “neat” have taken precedence over the former Japanese aesthetics of “beautiful” and “refined”. As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity. Tomoyuki Sugiyama (杉山奉文, Sugiyama Tomoyuki), author of Cool Japan, believes that “cuteness” is rooted in Japan’s harmony-loving culture, and Nobuyoshi Kurita (栗田経惟, Kurita Nobuyoshi), a sociology professor at Musashi

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