State-sponsored Cute: Kawaii Ambassadors
Posted on 14. Jan, 2010 @ 3:43 am by harvey in Culture, Society
There’s no doubt that there are some quirky aspects to Japan and Japanese culture, but how about state-sponsored quirkiness?
Meet Misako Aoki (青木美沙子), one of Japan’s three Cute Ambassadors who were appointed by the Japanese Ministry of Foreign Affairs February 2009.
Misako Aoki, in all her ultra-cute Lolita garb, performs an official function for the Japanese government.
The Ministry of Foreign Affairs hopes that sending Aoki-san and the other two cute ambassadors around the world will increase international understanding of Japan and its people. These activities will then benefit Japan in the future by cultivating goodwill towards Japan as a nation. This is sort of cultural diplomacy is practiced by other countries around the world in a variety of forms… None quite as cute as this though.
There are two other official cute ambassadors, Shizuka Fujioka who is a stylish school girl, and Yu Kimura who apparently is a master of layering clothes to create cool fashions.
The official Japanese term for “Cute Ambassador” is Kawaii Taishi (カワイイ大使), and the cute initiative is no joke, the ambassadors have been busy. Shizuka Fujioka was in Thailand in March, and Misako Aoki and Yu Kimura in Paris in July being cute and creating new friends of Japan. Misako Aoki was also in Spain separately in October.
If you’re heavy into Gothic Lolita fashion you may have already known Misako. She has modeled for BABY, The Stars Shine Bright, Putumayo, Algonquins and other well-known Japanese gothic and lolita fashion brands.
Here is a clip from the Brazilian media introducing lolita fashion and Misako Aoki. I believe this was recorded November 2009 in the build up to Misako Aoki’s visit to Brazil.
I wonder whether this type of cultural diplomacy will have any real impact on Japan’s standing in the world. For those people whose first interaction with Japan or Japanese people are the Cute Ambassadors, I would imagine that their view of Japan would become strangely skewed as a result. On the other hand, maybe that initial contact will be enough to spark a long-term interest in Japan that will eventually result in a well-rounded view of Japan… maybe even followed by a visit to Japan or serious study of the Japanese language. I guess this is the same effect that anime and manga have been having for the past few decades.
There you have it. Misako Aoki and the Kawaii Ambassadors. This was my post for the January 2010 blog matrsui. If you enjoyed this article please head over to JapanSoc and ’soc’ it! While you’re there check out the other JapanSoc posts, it’s a great source for Japan-related topics.
One last thing. Misako Aoki was appointed as a Kawaii Ambassador for 2009, but there is no word yet on what will happen to the program in 2010. It will be interesting to see if MOFA decides to continue with the initiative!
I’ll leave you with one last clip of a message from Cute Ambassador Misako Aoki.
- Harvey
Other Misako Aoki and Cute Ambassador Related Links around the Web:
Misako Aoki’s official blog, the lovely pink diary.
Many more pictures of Misako Aoki.
Carousel of Crowns introduces Misako Aoki.
Ministry of Foreign Affairs official Cute Ambassadors description.
‘Cute ambassadors’ roam globe to promote Japan’s pop culture – Japan Times
- Harvey
10 Responses to “State-sponsored Cute: Kawaii Ambassadors”
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locohama
Jan 14th, 2010
at 22:55
In that dress i can imagine what kind of “good” will she’ll be cultivating. I don’t know why Japan can’t see this “cute” lolita/ Schoolgirl/ French maid Cosplay pop culture for what it is: Sexual enticement. Or maybe they do and just want to cultivate it regardless of its “perv” factor. Whatever pays the bills i guess. Syouganai
Maybe it will be well-rounded out someday but from it isn’t happening yet. But, sex sells so if you’re trying to “sell” Japanese “pop culture” to the world, she is an adequate salesgirl. She is cute even- in that cut and paste girl next door, girl you see everywhere you go anytime of day in Japan kind of way.
Mac
Jan 15th, 2010
at 07:33
locohama, I just can’t see it that way. There is nothing objectively provocative about that outfit at all. The style it’s taken from does not have its roots in any direct sexuality. Certainly there are those who fetishize it, but they are not the mainstream. Rather, it is the mainstream affecting them.
“Cute” is an aesthetic that permeates Japanese culture. If you’re in Japan, you KNOW this. I’d suggest that if you believe this simply to be “sexual enticement”, as you call it, it says more about your individual perspective than it says anything about Japanese culture.
locohama
Jan 15th, 2010
at 21:10
if you say so…everyone is entitled. But grown women dressing up like little girls is a sexual idea that appeals to…lets just say many men, and not only japanese men but the world over. It dominates the porn which is the biggest industry here so it aint just me that sees it that way…(but I admit i do like J-porn too) its any man or woman that watches J-porn the world over and the people who make these movies. Now maybe this good will mission is about snatching the cute image from the pornographers and making it into something else, and I wish them well…But that battle is at best only underway from what I see. Seems to me cute and porn cute have decided that they can pretend that there is a distinction and otaku and afficianodos like yourself can join in on the pretense for whatever reason.
Jamaipanese
Jan 16th, 2010
at 14:57
say them a few months ago and I still think that only 1 of the 3 are even remotely cute, well at least to me…
jenn
Jan 24th, 2010
at 06:40
I think this is a pretty interesting tourism/diplomacy initiative. Can’t really say I really like any of the three pictured (though Misako Aoki does look cute. =)), but it’s hard to say without looking at actual videos of them in action.
locohama seems a bit too critical, though. ._. She’s hardly dressing up like a little girl — if little girls where you live dress up in elaborate gothloli dresses, I’d like to see. :P I say it’s more fashion than sex, and if you thought otherwise..well..that’s you. XD
reesan
Jan 24th, 2010
at 07:01
thanks for your contribution to the january 2010 japan blog matsuri. but mate, with 3 ‘cute’ ambassadors to choose from how do you choose just one?
my mantra in life is ‘beggars can’t be choosers’, so i don’t complain for any of the 3. ^_^
good choice (and post) harvey. i had no idea that this was a government funded initiative.
McAlpine
Jan 24th, 2010
at 07:43
I hate what these three girls represent, but if I were to look at what these girls represent from a purely subjective angle then I’d say “shame on Japan” for glorifying these air headed, gothlolita, confused, and half humans. They clearly distort the beauty of Japanese women.
miichan
Jan 25th, 2010
at 16:47
i really like Japanese culture and i think that this is the cutest side of them
they are emotional weak and that’s what make them cuter
i really like the dresses and it’s nothing compered with sex
they just are emotional weak and that makes them younger
wanting to dress like that
Go Japan!
jd_luv
Feb 5th, 2010
at 11:02
I think this is a great way to represent the subcultures of Japan and a way to express that Japan isn’t just a bunch of squinty eyed business men with apples up their asses. They work hard, but when they let loose, they really let loose and express their inner child in wild and intricate manners. I can definitely understand why the Japanese would do this and can see other countries following its trend.
Shake
Feb 26th, 2010
at 04:29
I love how infantile Japan became after they lost WWII and were completely disarmed.
This is actually pretty damn pathetic. It’s different perspectives though, and I agree with locohama. In the west, they’ll be viewed as innocent and docile, and we all know how much men like ‘conquering’ virgins and spreading their seed. It’s only natural to be sexually attracted, I mean, I haven’t seen such complacent women since the whole ‘burn our bras we want equality’ stuff of the 70’s. Guess Japanese women never went through it.
I really don’t know how the Japanese view ‘kawaii’, but my completely un-scientific view of it is that it’s somewhat related to the high suicide rate and overall tough and over-bearing life over there, and wishing to return back to the care-free days of being a child.
Like I said, completely un-scientific.