Abstract

“Kawaii” is a term that has taken on a life of its own within its country of origin, Japan. So much so, that although it is commonly translated to “cute,” the meaning of the word has no precise English translation. Kawaii has become more than “cute;” rather, it expanded into such a social phenomenon among Japanese youth that it even evolved into its own culture. This culture or “counterculture” acts as an opposition to modern standards for how people should behave in society. At the forefront of this movement are young women. Because of this, the kawaii phenomenon arguably underscores a third-wave feminist movement which women can utilize to uplift themselves on an individual and social scale. This claim will be reiterated through two main points: that kawaii challenges pre-established social and gender norms that oppress women, and that kawaii empowers women through a celebration of femininity. These claims will be discussed through historical context of the usage and evolution of kawaii, and then argued through in-depth social analyses using real-life examples of popular media in modern-day Japan.