Known for his vibrant colors, bold pattern combinations, and whimsical designs, Sebastian Masuda (増田 セバスチャン, MASUDA Sebasuchan) is leading the next generation of Kawaii expression. As the designer of 6% DOKIDOKI in Harajuku and the creative director behind Kyary Pamyu Pamyu, as well as numerous international kawaii art installations, Masuda has made it his mission to spread joy and vibrant color around the world.
Wrapping up my Japan 2023 trip museum round up is the Yayoi-Yumeji Museum located in Bunkyo-ku, Tokyo. Nestled back in a charming little neighborhood not too far from Ueno Park, this hidden gem features rotating exhibits showcasing various kawaii illustrators from the Taisho, Showa, and Heisei periods. Complementing these exhibits are carefully curated selections from the museum’s extensive permanent collections of works by Yumeji Takehisa and Kasho Takabatake. Really two museums combined into one, the Yayoi Museum and the Yumeji Museum, this is an essential Tokyo destination for any kawaii history fan!
One of the highlights of my recent Japan trip was visiting the amazing retrospective on Rune Naito at the Kobe Fashion Museum, running from April 8, 2023, through June 25, 2023. This exhibit celebrating 70 years since his debut, offers a comprehensive look at Rune’s extensive career, starting from his magazine illustrations in the 1950s and spanning all the way to his oil paintings from the 2000s. It is truly a must-see for anyone interested in the history of kawaii.
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.
Takeo Takei (武井武雄、TAKEI Takeo, 1894-1983) was one of the most prominent children’s book illustrators in Japan, with a career spanning from the mid Taisho period in the 1920s, till his death in late Showa. He even invented the term ‘Doga’ meaning ‘pictures for children’. Looking at Takei’s work, it’s easy to see why his illustrations have been loved by children and adults alike. His unique and imaginative style shows clear influences of late impressionism, surrealism, and art deco. However, with a focus on art targeted at children, Takei blends those artistic styles with a sense of innocence and play, instantly transporting its viewers into a fantastic new world.
Nakahara Junichi was an artist and illustrator popular during the pre- and post-war periods in Japan. He is known for his graceful, lyrical style featuring young, stylish women with large eyes and long eyelashes. His illustrations were featured in a variety of magazines targeted at young girls and women including the immensely popular Shojo No Tomo during the 1930s and Soleil, Junior Soleil, and Himawari, all published by Junichi soon after WWII.
While Kawaii as a modern concept didn’t begin until the 1970s, the roots of Kawaii can be traced back to the Taisho period (1912-1926), starting with artist, poet, and illustrator, Takeshisa Yumeji. Considered to be the godfather of kawaii, Takehisa was a leading figure of the Japanese Taisho Romanticism art movement, which combined current western art styles, such as Art Nouveau and Jugendstil, with Japanese artistic traditions.