ASA 141
Week 7
According to the article, "The Taste and Aftertaste for Asian Superbloggers" by Minhha Pham talks about how cute culture is apart of the Asian market. She included, "One of the largest markets for Japanese cute culture is the United States" (6). I feel like the market such as the United States for Japanese cute culture reached through mass media such as people cosplaying for anime or childhood anime shows such as Pokemon or Hello Kitty. She also stated, "Consumers turn to Asian cute cultural products not because they are forced to but because these commodities fulfill consumers' personal desire for the cute, the sweet, the feminine, and the soft" (6). This makes me think how Japanese "kawaii" culture is fetishized since is it deemed as the innocent side of the Japanese culture. Through this females accentuate this cuteness toward the fashion style they wear. It seems that females are considered cute if they revert back to their childish ways through physically and mentally. The word "Kawaii" attracts attention all over the world through products and the word itself. The cute culture is often fetishized and has a sexist tone toward the word. The cute, naive, and innocent female emphasizes the submissive side of females which is often shown in Japanese households how the women are usually submissive to men. My question is that, Why are these type of asian culture such as "kawaii" emphasized in fashion? Is it because of the sexism that is stressed in Asian cultures?
Works Cited:
“I Don't Know This Is Cosplay or Just Japanese Girl ..but so Cute ^^ | Asian in 2019 | Kawaii Cosplay, Beautiful Japanese Girl, Cute Japanese Girl.” Pinterest, 27 Apr. 2019, www.pinterest.com/pin/486388828498755812/.
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