What Japanese "kawaii" actually means
Many Japanese words are known by people all over the world, but the most popular and widely used word among younger generations is probably the word kawaii. We know that the adjective refers to something being cute, lovable, or adorable in Japanese culture, but what exactly does this ancient Japanese word really mean? Watch this brand new video ad by a major Japanese company to find out!
Despite its modern usage, the definition of the word kawaii originated in the 11th century, used in the Japanese classic The Tale of Genji, which is sometimes referred to as the oldest novel in the world. Since then, the word has come to mean more than what it did in the ancient masterpiece, when it was just used to describe a human quality that "deserved pity." Soon after, the term became synonymous with women, especially ones that were docile and submissive. And now, kawaii has come to simply mean "cute," especially in the context of all things related to popular Japanese culture. Everyone uses the term now, and not only in Japan, but all over the world. But what exactly does the term really mean?
To get the answer to that curious question, all you have to do is watch a short video ad produced by none other than Marukome, Japan's biggest miso soup manufacturer. If you're wondering what a company that makes miso soup has to do with being cute, just click play and you'll find out what the deal is. And you'll finally come to understand what exactly the word kawaii really means. And maybe, just maybe, you'll feel like getting yourself some miso soup.