The kawaii life is a tough life. You constantly find yourself clasping your cheeks and screeching at the top of your lungs, all because something features a loveable mascot, or is fluffier than usual (etc etc). Yes, kawaii really is a lifestyle choice in Japan, and it’s everywhere. Whereas the term doesn’t really have a literal translation, the closest we can come to understanding it in English is: cute or adorable. The concept has become so big that recently Western cultures have picked up on the phenomenon – you’ll even find it in the Oxford dictionary. So I was pretty impressed when I saw just how well Hyper Japan embraced the idea this year.
‘Hyper Kawaii’ was a special section of the exhibition that probably took up half of the venue. It featured a variety of British and Japanese fashion, beauty and lifestyle brands, as well as live performances and activities. The rise of kawaii in London was showcased by brands such as: Tofu Cute (snacks and lifestyle goods), Dreamy Bows (clothes, plushies and accessories), Doki (Japanese tableware), Glitterbomb (jewellery), Artbox (stationary and goods), Cutesykink (clothing) and so much more.
Fashion and beauty are big parts of the kawaii lifestyle, but I plan to feature those separately in upcoming posts as I just couldn’t fit all of the photos and content into one post. ちょっと待って下さい！