Globalization and Regionalism in Japan

Japans Kawaii ( ) Globalization

By : Intan Madya Ratna / T 1601041

Research Skills and Ethics 2016

Abstract

Kawaii (cute) is the quality of cuteness in Japan. Hello Kitty popular cultural globalization or

often called "pink globalization", equated with the gobal spread of kawaii products and

franchisses. Cute concept has had influence on variety of products and fashion all over Japan

and even spread worldwide. Kawaii products can be popular everywhere in the world, but still

closely associated with Japan. Japanese government use kawaii concept as nation branding

effort, to build cultural cachet in the world. Kawaii products are popular beyond the borders

of Japan into other Asian markets, and it's seemingly becoming more popular in the US,

especially among the young anime and manga fans as well as among those who are influenced

by Japanese culture. Through regionalism movements made by the government by joining

ASEAN Plus Three, Japan managed to expand the business and trading network aroun

ASEAN, China and South Korea which also expand Kawaii Culture become more globalized.

Keywords : Globalization, Regionalism, Kawaii Culture, Pink Globalization.