History of Kawaii

See how the kawaii world that we know and love today come about.

Kawaii Timeline

1960's
History 1960

How ‘Kawaii’ Got its Start

In the 1960’s, just like today, young trendsetters led the way. Japanese high schoolers started creating individual & artistic handwriting styles to show off their personalities at school. This was their way to prove to older generations that they were unique.

1970's
History 1970

Evolution of Kawaii

Clothing brands began experimenting with cute, colorful styles to help people to try new playful designs to match with their personalities.

  • Sanrio, originally a sandal making company, began to make cuter character-oriented goods.

  • Hello Kitty, the unofficial mascot of kawaii, made her first debut on a coin purse in 1975.

1990's
History 1990

Kawaii, it’s What the People Want!

The 1990s was when big brands realized that cuteness is what the people wanted! Media giants, toy companies, and even airlines boosted their appeal with kawaii mascots and the cutest ‘must-have’ characters!

  • The release of ‘My Neighbor Totoro’  introduced the world to Studio Ghibli’s world of magic.

  • Pokemon, was released in 1996 by Nintendo pitched by Satoshi Tajiri with an idea for Pocket Monsters

2000's
History 2000

Step into Kawaii

What’s more inviting than a kawaii reality you can step into and enjoy firsthand? Shareable experiences dedicated to the love of everything kawaii, like stage productions & museums, brought beloved characters & stories to life!

  • Ghibli Museum, is opened in Tokyo, bringing Studio Ghibli movies to life.

  • Sanrio Puroland, an indoor Mecca of kawaii goodness, welcomes record number of visitors year on year.

  • Sailor Moon, musical stage productions renew interest in the beloved series.

2010s +
History present

The Kawaii World is Your Canvas

The story behind the world’s best loved kawaii brands, characters, and trends is all about people like you! Living a kawaii life is all about expressing your personality creatively through what brings you joy!

  • Not only pink, kawaii fashion runs the color spectrum and is defined by adding a personal touch to clothes.

  • Instagram feeds are full of inspiration! Kawaii-lovers share their fun spaces filled with their favorite merch!

  • From stationery decorated with adorable stickers, to snacking on cute desserts, it's about making everyday kawaii!

  • YumeTwins was invented to support fans of kawaii with curated boxes of Japan's newest kawaii finds!

Shining Stars Icon
1960
History 1960

How ‘Kawaii’ Got its Start

In the 1960’s, just like today, young trendsetters led the way. Japanese high schoolers started creating individual & artistic handwriting styles to show off their personalities at school. This was their way to prove to older generations that they were unique.

1990
History 1990

Kawaii, it’s What the People Want!

The 1990s was when big brands realized that cuteness is what the people wanted! Media giants, toy companies, and even airlines boosted their appeal with kawaii mascots and the cutest ‘must-have’ characters!

  • The release of ‘My Neighbor Totoro’  introduced the world to Studio Ghibli’s world of magic.

  • Pokemon, was released in 1996 by Nintendo pitched by Satoshi Tajiri with an idea for Pocket Monsters

2010s +
History present

The Kawaii World is Your Canvas

The story behind the world’s best loved kawaii brands, characters, and trends is all about people like you! Living a kawaii life is all about expressing your personality creatively through what brings you joy!

  • Not only pink, kawaii fashion runs the color spectrum and is defined by adding a personal touch to clothes.

  • Instagram feeds are full of inspiration! Kawaii-lovers share their fun spaces filled with their favorite merch!

  • From stationery decorated with adorable stickers, to snacking on cute desserts, it's about making everyday kawaii!

  • YumeTwins was invented to support fans of kawaii with curated boxes of Japan's newest kawaii finds!

1970
History 1970

Evolution of Kawaii

Clothing brands began experimenting with cute, colorful styles to help people to try new playful designs to match with their personalities.

  • Sanrio, originally a sandal making company, began to make cuter character-oriented goods.

  • Hello Kitty, the unofficial mascot of kawaii, made her first debut on a coin purse in 1975.

2000
History 2000

Step into Kawaii

What’s more inviting than a kawaii reality you can step into and enjoy firsthand? Shareable experiences dedicated to the love of everything kawaii, like stage productions & museums, brought beloved characters & stories to life!

  • Ghibli Museum, is opened in Tokyo, bringing Studio Ghibli movies to life.

  • Sanrio Puroland, an indoor Mecca of kawaii goodness, welcomes record number of visitors year on year.

  • Sailor Moon, musical stage productions renew interest in the beloved series.

Shining Stars Icon

Write your page in the story of kawaii now!

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