The Kawaii culture saw its dawn in the land of cute, Japan. Makes total sense right? The culture first manifested itself in the late 1960’s with the famous students protests, where Japanese college students refused to go to lectures and read Manga (children’s comics) instead. In the 1970’s another youth movement emerged in the form of cute childlike handwriting where teenage girls would use text with hearts, stars, Latin characters, and cartoon faces.
Original kawaii writing style
Initially, many schools banned this trending writing style, but, given its powerful marketing potential, it was later used by advertisers to market products to the younger generation.
The same period marked the first rise of squishies, and it took place in the source of all fashionable trends: the Harajuku district of Tokyo, Japan.
Harajuku is a district of Shibuya in Tokyo
The 30 years old concept was to create a toy that would appeal to all ages. And since then, squishies have blessed kids, teenagers, men and women with their soothing squishiness and infinite love. Ever since, the cute culture have been exponentially spreading, but the 21st century is when the trend is reaching its peak of popularity. Today kawaii culture unifies everyone, regardless of age, gender and nationality. Thank you Japan! 🙏