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Tag: style

Purikura: a ‘kawaii’ phenomenon in Tokyo

by Sophie Vilé

On the 26th of June, I handed in my Master’s thesis at the department Social and Cultural Anthropology. I have written my thesis about socalled kawaii girls in Japanese society. Kawaii girls are girls with a cute, loveable and childish fashion style and behaviour. The kawaii fashion style exists of fluffy, frilly, pink and pastel colours clothes and accessories, such as stuffed animals and multiple bows. Kawaii girls express their kawaii style to a full extent and in every detail of their appearance. Next to their appearances, kawaii girls behave in a certain way. They try to behave cute and innocent by, for example, posing with their hands to their cheeks and they speak with a high-pitched voice.

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