How Kawaii Manipulates Your Mind

Summary

This video explores the concept of 'kawaii' in Japanese culture, which transcends mere cuteness to evoke caregiving instincts. It delves into how 'kawaii' designs, from characters like My Melody to the 'kimo-kawaii' trend, trigger emotional responses and dopamine release. The video discusses the commercial and cultural impact of kawaii, from billion-yen industries to political movements, and its use in marketing for attention and relatability. It also touches on kawaii's origins as a form of rebellion and its role in providing stress relief and emotional healing in a fast-paced world.

Takeaways

• 🛹 Yu-kun is a character who loves skateboarding and was a mascot for a sushi chain, illustrating the power of cuteness in marketing.
• 🏢 Yu-kun's story reflects the struggles of millennials, including the inability to save for an apartment, which is a common issue in many cultures.
• 🎀 The concept of 'kawaii' in Japan is more than just 'cute'; it's a broad term that encompasses a range of sub-categories and styles.
• 🤔 The definition of kawaii has evolved, and characters like the Kobitodukan, which are 'kimo-kawaii', show that cuteness can be found even in the unconventional.
• 👶 Kawaii characters often resemble babies, with features that trigger our caregiving instincts and emotions, leading to a desire to protect and care for them.
• 🧠 The brain's response to cute things is rapid, with the orbitofrontal cortex being activated, releasing dopamine and capturing our attention.
• 🇯🇵 Japanese businesses, towns, and even the government use 'yuru-charas' or mascots to create a friendly image and engage the public.
• 💰 The success of mascots like Kumamon demonstrates the economic potential of kawaii culture, with billions of yen generated through such characters.
• 😅 The charm of yuru-charas lies in their clumsiness and awkwardness, which makes them relatable and endearing to the public.
• 🛍️ Cuteness in design can make mundane products more appealing and can be a powerful marketing tool without the risk of being offensive.
• 🐶 Watching cute animal videos can help improve focus and attention to detail, as cute things trigger our protective instincts.
• 🌈 Kawaii started as a form of rebellion and self-expression in Japan, and has since become a symbol of identity and unity in various social movements.
• 🍃 The healing properties of kawaii are seen as a response to the stresses of work culture, offering a nostalgic escape to simpler times.

Q & A

What is Yu-kun's physical description and what does he enjoy doing?

Yu-kun is described as a 6 foot 2 individual with bushy eyebrows, resembling a bear, who has a passion for skateboarding.

How does Yu-kun's behavior reflect his relationship with corporate culture?

Yu-kun is portrayed as a timid slave to corporate culture, indicating a submissive and possibly unhappy relationship with his work environment.

What is Yu-kun's connection to the sushi chain in Hong Kong?

Yu-kun was the mascot for a sushi chain in Hong Kong, which led to the narrator's infatuation and subsequent membership application and collection of related merchandise.

What is the universal appeal of cute things and how can it influence behavior?

The appreciation for cute things is universal and can be a powerful tool to shape behavior, as demonstrated by the narrator's dedication to the sushi chain due to Yu-kun's charm.

How has Japan capitalized on the concept of 'cuteness'?

Japan has turned the concept of 'cuteness' into an industry, known as 'kawaii', which generates billions of yen annually and is deeply ingrained in their culture.

What is the traditional definition of 'kawaii' and how has it evolved?

Traditionally, 'kawaii' referred to characters like My Melody, but the definition has expanded with the formation of sub-categories, including 'kimo-kawaii' which is 'so ugly it's cute'.

How do kawaii characters like My Melody and Kobitodukan relate to our caregiving instincts?

Both characters have features reminiscent of babies, such as large heads and chubby cheeks, which trigger our caregiving instincts and make us want to protect and care for them.

What is the neurological response to seeing cute things?

Cute things trigger our orbitofrontal cortex, which regulates emotions and pleasure, leading to a quick dopamine release that makes us feel warm and fuzzy.

How do Japanese businesses use 'yuru-charas' in their marketing?

Japanese businesses use 'yuru-charas' or mascots to give a friendly face to their organization, making them more relatable and capable of capturing attention and affection.

What is the role of 'yuru-charas' in shaping public perception of authorities?

'Yuru-charas' help to soften the image of authorities, making government initiatives seem less intimidating and more engaging, thus facilitating a more positive public perception.

How can kawaii be used beyond marketing and branding?

Kawaii can be used to improve focus and reduce stress, as well as to express identity and unite people around a cause, as seen in political campaigns and social movements.

What is the historical context of kawaii culture in Japan?

Kawaii started as a symbol of rebellion against strict social expectations and authority in Japan, similar to the hippie and goth movements in other countries.

How has kawaii culture adapted to the stresses of the Japanese work culture?

Kawaii culture provides a sense of nostalgia and healing from the pressures of work, offering a simpler and sweeter escape from the rigors of Japanese work culture.

In what ways has kawaii culture spread globally?

Kawaii culture has spread globally through social media filters, emojis, and popular franchises like Pokémon, demonstrating its wide appeal and adaptability.

Outlines

00:00

🤩 The Power of Kawaii and Its Impact on Behavior

The first paragraph introduces Yu-kun, a character who embodies the appeal of cuteness, or 'kawaii', in Japanese culture. It explores how this concept has been commercialized and ingrained in Japanese society, generating significant economic value. The script delves into the multifaceted meaning of 'kawaii', which extends beyond mere cuteness to evoke a nurturing instinct. The discussion includes the evolution of kawaii into various subcategories, such as 'kimo-kawaii', and how these characters, despite their unconventional appearance, can be endearing. The paragraph also touches on the psychological response to cuteness, explaining how it triggers the brain's caregiving instincts and the release of dopamine, capturing attention and affection across genders.

05:01

😇 Utilizing Kawaii in Marketing and Beyond

The second paragraph discusses the practical applications of kawaii in marketing and branding, highlighting its use in creating mascots or 'yuru-charas' that humanize organizations and make them more approachable. It showcases the success of Kumamon, a mascot that significantly boosted economic activity in Kumamoto. The paragraph also examines the psychological comfort that cuteness provides, suggesting its use in stress relief and focus enhancement. It reflects on the origins of kawaii as a form of rebellion and its recent political implications in Asia. The script concludes by acknowledging the global spread of kawaii, its role in healing and coping with modern challenges, and invites viewers to share their own experiences with cute characters, while promoting further exploration of Japanese design.

Keywords

💡Kawaii

Kawaii is a Japanese term that is often translated as 'cute' but encompasses a broader meaning. It describes a feeling that triggers caregiving instincts, often associated with features reminiscent of babies such as large heads, chubby cheeks, and a soft color palette. In the video, kawaii is explored as a cultural phenomenon and a powerful tool that manipulates consumer behavior and shapes societal trends. Examples include the character My Melody and the concept of 'kimo-kawaii', which refers to something being 'so ugly it's cute'.

💡Yu-kun

Yu-kun is a character described in the script as a 6-foot-2 bear with bushy eyebrows who loves skateboarding. He serves as an example of how a mascot can evoke an emotional response and influence consumer behavior, as the narrator fell in love with him and became an avid collector of related merchandise. Yu-kun represents the power of kawaii in marketing and branding.

💡Orbitofrontal Cortex

The orbitofrontal cortex is a part of the brain that regulates emotions and pleasure. The script mentions that cute things, or kawaii, can trigger this area, resulting in a quick release of dopamine, which creates a warm and fuzzy feeling. This neural response is universal and helps explain why cute designs are so effective in capturing attention and evoking protective instincts.

💡Yuru-charas

Yuru-charas are Japanese mascot characters used by businesses, towns, or ministries to create a friendly and relatable image. The video uses Kumamon as a prime example, a character that became so popular it generated significant economic impact. These characters are often designed to be a bit clumsy and awkward, which adds to their charm and relatability, making them effective tools for marketing and public engagement.

💡Kobotodokan

Kobotodokan refers to a sub-category of kawaii that is described as 'kimo-kawaii', meaning 'so ugly it's cute'. These characters, like forest dwarves, may not initially appear cute but possess design elements that are endearing, such as round shapes and pastel colors. Their popularity demonstrates the broad appeal of kawaii and how it can be applied in various forms to evoke positive emotions.

💡Cuteness as a Marketing Tool

The video discusses how cuteness, or kawaii, is used as a marketing tool to capture attention and create emotional connections with consumers. Cute characters are used to make products and services more appealing, relatable, and shareable. This strategy is seen as effective because it taps into universal emotional responses and can be used across different demographics without being offensive or distasteful.

💡Stress-Relieving Qualities

The script mentions that cute things have stress-relieving qualities, which can make stressful events or environments more soothing and welcoming. This concept is used to explain why cute characters are often used in signs and warnings in Japan, as they can help to ease tension and make messages more approachable.

💡Rebellion and Identity

Kawaii culture is also described as having roots in rebellion against strict social norms in Japan. It was a way for youth to express themselves and challenge authority by adopting childlike behaviors and aesthetics. This aspect of kawaii is shown to have evolved into a broader symbol of identity and unity, as seen in political campaigns and social movements.

💡Healing Power of Kawaii

The video highlights the healing power of kawaii, suggesting that it provides comfort and a sense of nostalgia, especially in the context of a stressful work culture. Cute designs are seen as a form of escapism that can help people cope with loneliness and loss, making kawaii not just a trend but a cultural necessity for emotional well-being.

💡Cultural Phenomenon

Kawaii is presented as a cultural phenomenon that has transcended Japan and become a global trend. The video mentions various examples of kawaii's influence worldwide, such as the popularity of Snapchat filters, Pokémon, and Baby Yoda. This shows how the concept of cuteness has been embraced and integrated into different cultures and media.

Highlights

Yu-kun, a 6 foot 2 bear with bushy eyebrows, is a character that exemplifies the power of cuteness to shape behavior.

Cuteness as a cultural phenomenon in Japan, leading to an industry that earns billions of yen annually.

The multifaceted meaning of 'kawaii', beyond the simple translation of 'cute'.

Evolution of kawaii into sub-categories, including 'kimo-kawaii', which finds charm in the grotesque.

Design similarities between characters like My Melody and Kobitodukan, invoking a caregiving response.

Kawaii's ability to trigger the orbitofrontal cortex, causing a release of dopamine and affectionate feelings.

The universal reaction to cute things, capturing attention and evoking a desire to care for them.

Japanese businesses and organizations leveraging 'yuru-charas' as mascots for marketing and public relations.

Kumamon's success as a 'yuru-chara', generating nearly 1 trillion yen and becoming a cultural icon.

The intentional clumsiness of yuru-charas, making them endearing and relatable.

Cute characters' role in humanizing government initiatives and making them more engaging.

The use of cuteness in product design to give mundane items personality and appeal.

Cuteness as a universally appealing marketing tool, transcending cultural and age barriers.

The therapeutic effects of kawaii, aiding focus and reducing stress in daily life.

Kawaii's origins as a form of rebellion against strict social norms in Japan.

The political use of kawaii culture in Asia, as seen in campaign merchandise and protest movements.

Kawaii's role as a symbol of identity, uniting people and drawing attention to social causes.

The healing aspect of kawaii, providing comfort in a world grappling with loneliness and loss.

The global spread of kawaii designs, from social media filters to popular culture phenomena.

Invitation for viewers to share their own experiences with kawaii characters and their impact on life.

A teaser for a series exploring the everyday influence of Japanese design, encouraging viewers to subscribe for more.

Transcripts

This is Yu-kun.

Yu-kun is a 6 foot 2 bear with bushy eyebrows,

who loves skateboarding.

His parents sometimes walk into his room unannounced,

he's a timid slave to corporate culture,

and like every millennial, he's miserable over the fact that

he'll never be able to save enough to own an apartment.

Yu-kun was the mascot to a sushi chain in Hong Kong.

I fell head over heels for him at first sight,

and I ended up applying for their membership,

obsessively collected their merch,

and convinced my friends to eat there

when they'd much rather eat at a classier establishment.

As you can see, appreciation for cute things is universal

and it's an incredibly powerful tool that can shape behaviour.

Japan is one of the first countries that

truly understood the potential of cuteness,

turning it into an industry that rakes in billions of yen each year.

And for several decades,

it’s been an inseparable part of their culture,

capturing the hearts of kids and adults.

So in this video, let's talk about

how kawaii manipulates our minds.

Kawaii is one of the most well known Japanese words,

but it actually has a complex meaning 

that gets lost in translation.

It's often directly translated as "cute",

but it's actually broader than that.

Which of these characters do you think is kawaii?

Traditionally, the answer would be My Melody,

but the definition has expanded

and many sub-categories have formed since her birth.

My favourite one is this one, the Kobitodukan,

and it’s "kimo-kawaii", with "kimo" meaning "gross".

It's so ugly that it's cute.

It might not look like it, but these forest dwarves

were actually immensely popular,

which was confusing to non-believers.

I don’t think it’s that surprising that

we think it’s adorable though,

because if you look closely,

they’ve actually got a  similar design to My Melody.

They both kinda remind us of babies,

having large heads, chubby cheeks

and a soft pastel colour palette.

Their silhouette looks round and soft

so they look harmless and even vulnerable.

And they’ve got a sweet smile invites you to approach them.

Kawaii is a word that describes that feeling you have

when your caregiving instincts get triggered.

It makes you want to shower it with love and protect it.

Although kawaii is subjective since what

triggers that feeling can vary from person to person,

our reaction to cute things is universal.

Have you ever eaten at the same table with a baby,

and find yourself unable to look away?

Babies are designed to jump straight

to the front of our brain-processing queues.

Cute things trigger our orbitofrontal cortex,

which regulates our emotions and pleasure.

It only takes them one-tenths of a second

to give us that burst of warm and fuzzy dopamine.

Because they cut in line

ahead of everything else that's going on,

our attention gets captured very quickly

and in an instant, we want to get close to it

and take care of it, regardless of our gender.

Sorry again I forgot the question.

I’m just too into these puppies right now.

Sorry that was a terrible answer, I can’t think right now.

I’m too distracted by the cuteness of this little puppy right here.

So how does Japan use this to their advantage

in their day to day designs?

As the competition for our attention is becoming more fierce,

organisations are hijacking our primal instincts. 

In Japan, no self-respecting business, town or ministry

would miss out on the massive marketing opportunity

by not having a mascot.

They’re called "yuru-charas"

and they give a friendly face to their organisation.

The most popular one is Kumamon and

I’m sure most of you have seen him somewhere before.

He debuted a decade ago

to hype up Kumamoto’s new train station

but became so popular that he raked in

almost 1 trillion yen over the last decade.

Yuru-charas are intentionally a little bit

clumsy, bumbling and awkward,

but that's the secret ingredient to what makes them lovable.

Even if they’re being naughty,

we can’t help but forgive them immediately.

Yuru-charas help soften the image of

authorities in power that would otherwise feel intimidating

and help make government initiatives seem

a lot less boring and a lot more sharable.

Because characters are more relatable

and can bring alive stories,

they can help the public

create an emotional connection with the brand.

Like this cleaning product that

I can't seem to stop thinking about.

The thick eyebrows gives me the impression

that it's strong and deadly serious about killing germs.

Just by adding some big sparkly eyes,

they can give mundane products a bit of personality.

While it’s true that sex sells,

cuteness might actually sell even better.

Brands don't have to worry about

whether it's distasteful or offensive.

Cuteness is universal and age appropriate so

it can be shared with a much wider audience.

While my examples may seem a bit capitalistic so far,

kawaii can be used for good too, in day to day lives.

If you’re struggling to focus on your work or studies,

maybe try watching some cute animal videos.

Cute things trigger our protective instincts,

and we become more focused, careful, and attentive to detail.

That's also why most signs and warnings in Japan

have cute characters on them.

Cute things also have stress-relieving qualities

which can make stressful events or  environments

more soothing and welcoming.

But kawaii hasn’t always been just

been sunshines and rainbows though.

Kawaii started as a symbol of rebellion in Japan.

Like the hippies in America and goths in England,

youth in Japan were rebelling against strict social expectations

and authority by acting like a child.

Ah, you're reading manga?

In the 70s,

teenage girls in Japan were writing in rounded letters,

along with hearts and stars as a way to

express themselves in a male-dominated society.

It ended up being banned in many schools,

but not before the trend was picked  up

by magazines and big companies.

In recent years, kawaii culture has even penetrated

the political sphere in other parts of Asia,

having appeared as campaign merchandise

for Taiwan's previous president

and being the faces of Hong Kong's and Thailand's protests

against their government.

Because kawaii characters are expressive and relatable,

it’s often used as a symbol of identity.

It unites people with similar thoughts

and helps garner attention to the cause

you want to push forward.

Kawaii was also born from the stresses of their work culture

that's notorious for overworking their employees to the bone.

Excessive overtime, strict hierarchies,

tough competition and heavy responsibilities...

It’s no wonder that in their off time,

they would gravitate towards the nostalgia

of a simpler and sweeter period of their lives.

While it’s true that kawaii can be manipulative,

it's more often seen as healing,

which is incredibly important today

as people all around the world

are coping with loneliness and loss.

That’s why you can find cute designs

everywhere in the world too,

although not as pervasively as Japan.

I’m sure most of us have tried this snapchat filter before

or sprinkled this emoji on a few requests.

And remember that amazing summer of 2016

when we all got together to catch Pokemon?

Or that obsession we had over Baby Yoda

right before the pandemic hit?

So, what about you?

Is there any cute character you’re obsessed with right now?

And how have they taken over your life?

Let’s talk about it in the comments below!

I hope you enjoyed this video and learnt to appreciate

the intentions behind kawaii designs!

This is just one part of an entire series where I

explore the overwhelming and everyday side of

Japanese design that I feel is under-appreciated.

Click the icon on the top right to check out the other videos

and subscribe if you want to learn more about Japanese design!

Anyways, see you in the next video,

bye!