Yes, KAWAII is Art
-EXPRESS YOURSELF-

Japanese kawaii culture has evolved into a global phenomenon, captivating people across borders and transcending cultural boundaries. The term “kawaii” translates to “cute” or “adorable,” yet its influence has come to extend far beyond aesthetics, encompassing fashion, art, technology, and even social behavior. With the exhibition, “Yes, KAWAII is Art -EXPRESS YOURSELF-,” JAPAN HOUSE Los Angeles is excited to partner with artist Sebastian Masuda to share an in-depth look at the origins of the colorful kawaii style, its development and its profound cultural significance, transcending its perception as a fashion look or trend.

“Yes, KAWAII is Art -EXPRESS YOURSELF-” is the first exhibition in which Masuda, known as the “King of Kawaii,” brings together multiple artworks unravelling the concepts within the phenomena while introducing his personal story of sharing kawaii with the world. Through his collection of artifacts from the origins of the culture and dazzling immersive art installations, visitors are invited to explore the cultural context and significance of the kawaii movement and step into the colorful world to feel the aesthetic for themselves, emphasizing its role in fostering a sense of joy, innocence, and community as a tool for self-expression and representation of a worldwide tribe to which we can all belong.

The exhibition features Masuda’s Kawaii Timeline created as part of a research project led by the artist and his studio in collaboration with Kyoto University of the Arts, which illustrates the historical roots of kawaii culture in Japan, tracing its evolution from post-war media and shōjo manga to its expansion into a global phenomenon from within the Harajuku district of Tokyo in the 1990s. Multiple art pieces from Masuda’s catalog foster discovery and engagement. Pieces like Digital Tribe World Map and Sense Share Bear, an interactive VR work, were inspired by the desire of the global kawaii network to connect with each other during the COVID-19 pandemic. An intimate, immersive room installation, Colorful Rebellion -Seventh Nightmare- envelopes small groups of guests in the colors and aesthetic of kawaii developed by Masuda from the epicenter of Harajuku.

Masuda’s objective within the exhibition is to analyze and share his perspectives on kawaii, unveiling its diverse aspects. Masuda describes kawaii as “a personal microcosmos of beloved things, undisturbed by anyone else.” This exhibition vividly reflects these words, inviting the audience into an adventure of self-expression, unlocking the infinite potential held within each individual.

“It is my hope that by engaging with Japan’s pop culture and the philosophy of kawaii, visitors will be encouraged to reflect on what's unique about themselves and contemplate how to navigate the social & personal challenges of the future. I would be delighted if exploring these diverse perspectives could become a hint for living into tomorrow.”
 – Sebastian Masuda

About Sebastian Masuda

Masuda began his career in theater and contemporary art in the early 1990s. In 1995, he opened the fashion shop 6%DOKIDOKI which became a platform for artistic expression. Currently working out of both Tokyo and New York, Masuda creates works that transcend the boundaries of art, fashion, and entertainment, showcasing a consistent and unique sense of color. From 2009 to 2011, Masuda conducted the "Harajuku Kawaii Experience" world tour, spreading awareness about the history of Harajuku and kawaii culture in over 20 cities, with a focus on Europe ...  Read more.

and the United States. As art director for Kyary Pamyu Pamyu's 2011 "PONPONPON" music video, Masuda was pivotal in introducing kawaii culture to the world. In 2015, he created Tokyo's Kawaii Monster Cafe, and in 2023, produced the restaurant SUSHIDELIC in New York, further contributing to the global recognition of kawaii culture.

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