On this blog, as well as in many kawaii history references, the origins of kawaii is traced back to the early 20th century Japan, starting with Yumeji Takehisa and following the evolution of goods being targeted at school-age girls, aka ‘the shojo.’ Other references pinpoint the start of kawaii culture to the 1970s with the rise of hello kitty and the use of childlike handwriting by teen girls rebelling against the ridged culture of post-WWII Japan. Neither of these opinions is necessarily right or wrong. Artistic styles and trends rarely have clear start and end dates, and kawaii is no exception. While kawaii as a modern concept clearly has its routes in the 20th century, elements of the kawaii aesthetic can be found throughout Japanese history.