KODD MAGAZINE ®
  • FR

Input your search keywords and press Enter.

  • MAGAZINE
  • INSIDE
    • KODD Group
    • KODD Medias
    • KODD Korner
    • KODD Masterclass
  • FASHION
    • Advice
    • Fashion shows
    • Inspirations
    • Kloset
    • Lookbooks
    • Quizz
    • Shopping
    • Trends
  • BEAUTY
    • Advice
    • Care
    • Hairstyle
    • Makeup
    • Quizz
    • Shopping
    • Tips
    • Trends
  • CULTURE
    • Advice
    • Agenda
    • Art & Deco
    • Cinema & Series
    • Food & Addresses
    • Lifestyle
    • Music
    • Quizz
    • Shopping
    • Travel
  • EDITORIAL
    • Editorial
    • Cover Web
    • Quizz
  • MINDSET
    • Mindset
    • Quizz
  • About
  • Contact
  • Partnerships
  • Careers
  • Submission
  • Become a panelist
  • MAGAZINE
  • INSIDE
    • KODD Group
    • KODD Medias
    • KODD Korner
    • KODD Masterclass
  • FASHION
    • Advice
    • Fashion shows
    • Inspirations
    • Kloset
    • Lookbooks
    • Quizz
    • Shopping
    • Trends
  • BEAUTY
    • Advice
    • Care
    • Hairstyle
    • Makeup
    • Quizz
    • Shopping
    • Tips
    • Trends
  • CULTURE
    • Advice
    • Agenda
    • Art & Deco
    • Cinema & Series
    • Food & Addresses
    • Lifestyle
    • Music
    • Quizz
    • Shopping
    • Travel
  • EDITORIAL
    • Editorial
    • Cover Web
    • Quizz
  • MINDSET
    • Mindset
    • Quizz
  • About
  • Contact
  • Partnerships
  • Careers
  • Submission
  • Become a panelist
KODD MAGAZINE ®
  • Fashion
    • Advice
    • Fashion shows
    • Inspirations
    • Kloset
    • Lookbooks
    • Quizz
    • Shopping
    • Trends
  • Beauty
    • Advice
    • Care
    • Hairstyle
    • Makeup
    • Quizz
    • Shopping
    • Tips
    • Trends
  • Culture
    • Advice
    • Agenda
    • Art & Deco
    • Cinema & Series
    • Food & Addresses
    • Lifestyle
    • Music
    • Quizz
    • Shopping
    • Travel
  • Editorial
    • Editorial
    • Cover Web
    • Quizz
  • Mindset
    • Mindset
    • Advice
    • Empowerment
    • Life lessons
    • Inspirations
    • Mindfulness
    • Quizz
    • Vision & Ambition
  • Inside
    • KODD Group
    • KODD Medias
    • KODD Korner
    • KODD Masterclass
    • Partners
  • FR
kawaii kodd magazine médias
  • Lifestyle

Kawaii, the universal language of sweetness

    Accueil > CULTURE > Lifestyle

    Pastel plush toys, big, bright eyes, and an avalanche of candy pink… Kawaii is everywhere, from concept store windows to social media and advertising campaigns. This style, which originated in Japan, seems to reign supreme in the collective imagination. But what lies behind this ultra-codified aesthetic?

    kawaii kodd magazine médias
    kawaii kodd magazine médias

    Long perceived as a mere childish or marketing trend, kawaii is now being reinterpreted as a form of cultural reappropriation and soft power. Between identity, communities, and self-affirmation, let’s take a look at this phenomenon that combines cuteness and a societal message.

    An aesthetic with deep roots

    The word “kawaii” means “cute” or “touching” in Japanese. It gained currency in the 1970s, driven by figures like Hello Kitty, before becoming a true cultural movement. Beyond its graphic aspect, the concept is based on a need for protection and gentleness in a world perceived as anxiety-inducing.

    This style has crossed continents and infused itself into fashion, makeup, stationery, video games, and even architecture. It offers a coherent universe dominated by pastel colors, rounded shapes, and anthropomorphic characters. Kawaii thus becomes a visual refuge, a bubble of tenderness in the face of the brutality of reality.

    A gentle but real assertion of identity

    Kawaii style isn’t just a decorative element. It’s also a means of self-affirmation. For many, especially Generation Z, it embodies the freedom to dress, wear makeup, and present themselves to the world without following gender, age, or career norms.

    Some people choose to live in a total kawaii look as a way to assert their difference. Others draw inspiration from it occasionally, blending this aesthetic with more street or dark styles to create a hybrid personal expression. It then becomes a space for creative freedom.

    View this post on Instagram

    A post shared by Maroussia Chanut (@maroussia_chanut)

    An ultra-effective marketing tool

    Brands quickly understood the commercial potential of kawaii. Far from being a passing fad, it’s used as a lever for customer engagement. Packaging, mascots, collaborations with Japanese artists… it creates a form of emotional attachment and immediate recognition.

    From luxury brands to cosmetics brands, all are riding this wave of colorful sweetness to reach a young, connected target audience seeking positive emotions. Kawaii has become a true influence tool, both regressive and subversive.

    A universal language that spans cultures

    Kawaii’s global success also stems from its adaptability. It appears in minimalist versions in Nordic countries, more exuberant in Southeast Asia, and even fused with the Y2K style in Europe. This visual language is touching because it awakens the child in everyone, while allowing for the expression of multiple identities.

    More than a trend, kawaii is emerging as a new way of inhabiting the world: joyful, inclusive, and deliberately gentle in an era that may seem less and less so.

    Share 0
    Tweet 0
    Total
    0
    Shares
    Share 0
    Tweet 0
    Pin it 0
    Share 0
    Share 0
    Share 0
    Like 0
    Share 0
    Gaëlle Leguéné
    Gaëlle Leguéné

    Gaëlle Leguéné is driven by an eclectic curiosity and a taste for writing. Whatever the subject, she makes it her own and puts it down on paper.

    KODD RECOMMENDS
    • pressothérapie jambes lourdes pressotherapy heavy legs kodd magazine médias
      • Care
      Say goodbye to heavy legs with pressotherapy
    • pixabay adege cyclisme mode design kodd magazine medias culture
      • Lifestyle
      Cycling and design: the duo that is redefining the codes of the sport
    • banlieue cherie culture kodd magazine
      • Advice
      Darling Suburbs, the exhibition highlighting working-class neighbourhoods
    • t shirt anti noyade anti drowning kodd magazine médias
      • Shopping
      The anti-drowning t-shirt that saves lives in summer
    • unsplash valentin lacoste deguisements kodd magazine medias culture
      • Lifestyle
      Make a success of your EVJF/EVG with a top disguise
    • cine clubs private film cubs kodd magazine medias jpg
      • Cinema & Series
      The revival of private film clubs restores the social dimension of cinema
    Music & Arts
    • pexels cottonbro geoffrey secco concert sous hypnose kodd magazine medias
      Geoffrey Secco and the hypnosis concert : an initiatic musical journey
    • grand rex culture musique kodd magazine
      Shay act III at the Grand Rex
    • tony ann culture musique kodd magazine
      Tony Ann, the piano prodigy to be followed
    • marie poulain culture kodd magazine
      Marie Poulain, love sung in an Ep
    Discover
    pixabay matheusseroa adopter style vie kodd magazine medias culture
    View Post
    • Lifestyle

    How adopting a playful lifestyle improves everyday life

    • 29 October 2025
    unsplash kimia kazemi beaute cosmetiques bien etre kodd magazine medias culture
    View Post
    • Lifestyle

    Sustainable beauty: cosmetic raw materials become the heart of natural formulas

    • 14 October 2025
    romans figurines science fiction kodd magazine medias culture
    View Post
    • Lifestyle

    Warhammer novels: thrill to the mix of fantasy and science fiction

    • 22 September 2025
    tendances lifestyle trends kodd magazine medias
    View Post
    • Lifestyle

    Lifestyle Trends 2025: when online entertainment and gaming meet

    • 17 September 2025
    travailler dans le luxe working in luxury kodd magazine médias
    View Post
    • Lifestyle

    How to work in luxury?

    • 22 August 2025
    unsplash david rotimi amor hotel abuja nigeria kodd magazine medias culture
    View Post
    • Lifestyle

    Destination Abuja, where hospitality becomes a way of life

    • 4 August 2025
    yves saint laurent kate moss
    View Post
    • Lifestyle

    Saint-Laurent, Amouage…: this week’s must-read news stories

    • 1 August 2025
    fantasy kodd magazine médias
    View Post
    • Lifestyle

    Fantasy between self-quest and feminine power

    • 1 August 2025
    Follow us on Instagram

    instagram kodd magazine medias
    instagram kodd magazine medias

    @KODDMEDIAS

    MORE DISCOVERIES
    noirepine kodd magazine mode
      • Shopping
    NoirEpine’s eco-responsible streetwear
    • 15 February 2021
    Black Reverse kodd magazine
      • EDITORIAL
    Black Reverse
    • 1 December 2015
    boy fruits kodd magazine
      • EDITORIAL
    Boy fruits
    • 18 April 2018
    tumblr_n4yh7kctv71tt8fpko3_1280
      • Inspirations
    Genesis : New Era
    • 16 July 2014
    fazup kodd magazine
      • Lifestyle
    We tested Fazup !
    • 2 November 2018
    pexels karolina grabowska kodd magazine beaute beauty ventre stomach
      • Care
    Taking care of your gut health
    • 30 August 2023
    h nrv kodd magazine culture
      • Music
    H13NRV launches the hostilities with the mixtape “L’Artsy Monika”
    • 13 January 2021
    marsian fashion style par philippe ammon exclusivite kodd magazine fashion editorial mode
      • Music
    Discover Yall’s Hundred Miles video
    • 18 December 2015
    bittrader bitcoin kodd magazine culture lifestyle crypto
      • Lifestyle
    How to create a free Bitcoin account ?
    • 24 August 2022
    KODD MAGAZINE ®

    KODD MAGAZINE KODD COVER

    CATEGORIES
    • Magazine
    • Fashion
    • Beauty
    • Culture
    • Editorial
    • Mindset
    CLUB KODD
    • WhatsApp Group
    • Become a panelist
    • Advertisers
    • The Medias
    • The Mook
    KODD GROUP
    • Group
    • Shop
    • News
    • Press
    • Training
    • Partnerships
    CONTACT US

    Using WhatsApp
    +33 7 68 77 28 56
    Using the form
    Quick contact

    NEWSLETTER
    KODD MAGAZINE ®
    • About
    • Contact
    • Partnerships
    • Careers
    • Submission
    • Legal notice
    2025 © KODD MAGAZINE

    Input your search keywords and press Enter.