Report: Sebastian Masuda’s ‘Yes, Kawaii is Art’ Exhibition at Kanda Myojin Shrine Goes Beyond ‘Cute’

09.December.2021 | FASHION / FEATURES / SPOT

What does the word ‘kawaii’ mean to you? For most people overseas, it’s a purely Japanese aesthetic combining colorful visuals with cutesy characters to make something so adorable it defies imagination. In recent years, however, ‘kawaii’ has become a kind of philosophy that transcends language, national borders, and even consciousness. It’s a driving force behind people’s lives and something that pulls people out of bed in the morning–it’s something capable of instantly putting a smile on people’s faces. For those wishing to study the philosophy behind the ‘kawaii’ movement, the Godfather of Kawaii Sebastian Masuda is currently holding an exhibition at Kanda Myojin Shrine in Tokyo until December 12, 2021. What is it about ‘kawaii’ that is so capable of inspiring so many different people and cultures around the world? 

A correlation chart welcomes guests to the grounds. The ‘Kawaii Archival Research,’ a project on kawaii culture conducted with students from the Kyoto University of Arts, collected data on ‘kawaii’ trends from the post-war period to the present day. Through interactions with the worldwide ‘kawaii’ community, it’s clear how much of an impact the aesthetic has had on people around the globe. 

 

In the midst of the pandemic in 2020, Masuda announced #KAWAIITRIBE, a way to encourage those coping with depression during the days of COVID-19. His followers were asked to use ‘color’ to bring the world together, and more and more, the ‘kawaii’ movement became a way to express and love oneself. Using #KAWAIITRIBE, more and more fans of the movements became connected–even if those users were countries apart. 

 

The hashtag #SPEAKUP was also utilized by Masuda to collect data from ‘kawaii’ lovers around the world, asking about hobbies, interests, and opinions on ‘kawaii’ culture. The data collected over the course of 12 days was incredibly meaningful to Masuda and led to plenty of new discoveries about the community as a whole. 

 

Masuda explains that each country has different types of ‘kawaii,’ and that the aesthetic is expressed in different ways around the world. One country may have people influenced mainly by ‘kawaii’ expressions in anime and manga, while another expresses it through fashion or music. ‘Kawaii’ is diverse, just as people are diverse. 

 

Sebastian Masuda has also held a Zoom meeting with people in ‘kawaii’ communities around the globe to discover how they became involved with the aesthetic initially, while also asking how it inspired them and gave them strength during these difficult times. Certain people claimed that ‘kawaii’ helped them in their personal growth, while others say it has brought out some of their potential in new and unexpected ways. While Masuda’s artwork may simply seem visual, ‘kawaii’ has become a tool for new communication and personal healing and growth. Some may even call it a kind of therapy: a place where people can surround themselves with color and joy to heal from the difficulties of life. The bold colors of the ‘kawaii’ movement can inspire people to be bold in their daily lives. Individuality should be celebrated and self-confidence should reign supreme–that is yet another message of the ‘kawaii’ movement. 

 

Many people involved in the Zoom call had never met, and after the initial meeting, the room was left open to give people a place to communicate. Afterward, the ‘kawaii’ circle only became bigger, with a Facebook group bringing together more and more members of the community. 

The research done during the last year of the COVID-19 pandemic has given ‘kawaii’ lovers a reason to think deeply on how to overcome the many struggles born from the ‘new normal,’ and these forums are perfect places to share colorful messages of hope and strength. 

Inspired by Masuda’s own struggles during his time in Manhatten in 2013, Colorful Rebellion -Seventh Nightmare- is on display at Kanda Myojin. The installation has previously appeared in locations around the world including New York City, Milan, and Amsterdam. This time, the exhibit was inspired by ‘muro,’ a basement room in Omotesando where amazake is fermented. The room was used as an air-raid shelter during the war, and walking along the dimly-lit path leading to Masuda’s brightly-colored room, it’s hard not to wish that those evacuees could have been surrounded by these beautiful colors instead of pitch darkness. 

It is no exaggeration to say that this is Masuda’s representative work. Created in the midst of the artist’s own struggles, it has helped establish the philosophy of ‘kawaii’ culture and continues to help those dealing with their own problems.

The Time After Time Capsule Art Project, starting in 2014 and held in 12 cities around the world, is a massive time capsule filled with messages and wishes for the future. Shaped like the beloved Sanrio character Hello Kitty, the capsule is gradually changing color as it becomes heavier and heavier with wishes for peace and happiness from fans around the world. Originally planned to be exhibited at the 2020 Tokyo Olympics, this couldn’t come to fruition due to the current pandemic. This is the first time it is being shown in Japan. 

The WORLD TIME CLOCK, a once-famous landmark of Harajuku, has also been recreated and installed within Kanda Myojin. 

 

‘Yes, Kawaii Is Art’ at Kanda Myojin is a deeply emotional, personal, and inspiring exhibition allowing visitors to experience firsthand how ‘kawaii’ culture is capturing the hearts of people around the world. Sebastian Masuda isn’t slowing down any time soon, and his works will continue to heal people and bring joy for many years to come. 

 

Sebastian Masuda’s solo exhibition ‘Primal Pop’ will be held at Roppongi Hills A/D Gallery from December 11, 2021, until January 10, 2022.

 

TEXT:Natalie(MOSHI MOSHI NIPPON)

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    After each group had finished their performances, all 19 idols from all three KAWAII LAB groups stood on the same stage together.

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    With excitement in the venue still building, the final performance and the long-awaited collaboration began. All 19 members formed a circle and began to perform FRUITS ZIPPER’s breakout hit Watashino Ichiban Kawaiitokoro. Fans in the audience were permitted to record during this part of the concert, and after the show concluded, countless videos were posted to social media sites.

     

    A project to shoot a TikTok video of Happy Chocolate with the audience also took place at the end of the event. FRUITS ZIPPER member Mana Manaka gave a brief explanation of the choreography before taking a video of the fans gathered at the venue. The night ended as the idols and fans danced together.

     

    KAWAII LAB is continuing to produce cutting-edge idols ready to be shared with the world. With the addition of CANDY TUNE, the future is looking bright, and fans will want to watch out for what’s coming next.

    Text: Masatoshi Mayuzumi
    Photo: Shinsuke Hayashi / Miki Higashi

     

    ■Setlist

    [IDOLATER]
    Kesenai…(short ver.)
    Endless Summer
    Vapor City
    Kimi ni MuCHU♡XX
    Mahouno Kagiwo Teniiretara
    DIAMOND
    Endrollwo Mukaeru Maeni

     

    [FRUITS ZIPPER]
    RADIO GALAXY
    Sekaiwa Kimikara Hajimaru
    Happy Chocolate
    Kanpeki Shugide☆
    Watashino Ichiban Kawaiitokoro

     

    [CANDY TUNE]
    hanamaru
    Kiss Me Patissier
    Nanairo Prologue
    Mikanna Seishun
    hanamaru (MV.ver)

     

    [KAWAII LAB.]
    Watashi no Ichiban Kawaiitokoro

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    Exhibition Merch at a Glance

     

    ©Go Nagai/Dynamic Planning Illustration by K.Ochi

     ©KAZUHIRO OCHI

     

    イラスト/越智一裕 ©永井豪/ダイナミック企画

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    From March 14 until April 23, 2023, Tokyo Midtown Hibiya will hold Hisashi Eguchi’s Tokyo Girlfriend illustration exhibition, set to show off the artist’s unique perspectives on people and cityscapes. The exhibition will feature new illustrations of the titular girlfriend standing in the streets of Hibiya drawn especially for this exhibition, as well as various other girlfriends both large and small.

    GING NANG BOYZ Kimi to Boku no Dai 3ji Taisen-teki Renai Kakumei CD Jacket (2005)

    A LONG VACATION – Eiichi Ohtaki 40th Tribute Illustration (2021) ©2023 Eguchi Hisashi

     

    Hisashi Eguchi, a manga artist and illustrator, continues to convey the charm of the city and its people by vividly depicting Tokyo and the many unique happenings within. As Tokyo Midtown Hibiya celebrates its 5th anniversary along with many other nearby businesses, the Tokyo Girlfriend exhibition of illustrations by Hisashi Eguchi is being held to celebrate.

    The exhibition will feature a new painting of the mysterious girlfriend standing in the streets of Hibiya, newly created for the Tokyo Midtown Hibiya exhibition. A number of original pieces using Pantone overlay, Eguchi’s favorite painting medium in the 80s and 90s, will also be on display for the first time.

    During the exhibition period, guests can enjoy autograph sessions, live sketches in which Eguchi himself will draw a portrait of selected subject on the spot, and workshops where he will teach tips on how to be a better illustrator.

    Don’t miss your chance to meet one of the greatest illustrators of the modern era!

     

    ©2023 Eguchi Hisashi

  • 【KAWAII LAB.】New Idol Group「CANDY TUNE」Debut Concert Planned for March 14 at Spotify O-EAST

    07.February.2023 | MUSIC

    A new idol group is coming in March 2023 from KAWAII LAB. , to promote Japan’s growing idol culture to the world.

     

    So far, four members have been announced ahead of the group’s debut concert. The group name and details of their debut concert have just been revealed!

     

    Following IDOLATER and FRUITS ZIPPER, the third idol group born from KAWAII LAB. has been announced as CANDY TUNE. The name is meant to evoke the image of both kindhearted girls and catchy melodies and harmonies.KAWAII LAB. will continue to focus on its concept of promoting Harajuku culture to the world.

     

    The four members announced so far are Mizuki Kirihara, Rino Fukuyama, Natsu Minami, and Nanako Ogawa. More members will be announced in the near future.

    Clockwise from top: Mizuki Kirihara, Nanako Ogawa, Rino Fukuyama, Natsu Minami

     

    CANDY TUNE’s debut concert titled KAWAII LAB. SESSION ~CANDY TUNE~ will be held on March 14 at Spotify O-EAST! IDOLATER and FRUITS ZIPPER, both created by KAWAII LAB., will also perform, with the members of CANDY TUNE performing on the same stage as their seniors for the first time.

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