TITLE:
A Study of the Differences in Factors That Influence the Impression of “Cute”: A Comparison between Japan and China
AUTHORS:
Bokai Song, Chieko Kato, Koichiro Aoki
KEYWORDS:
Kawaii, Cute, ANOVA, Japanese Characters, Chinese Characters
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.10 No.11,
October
28,
2022
ABSTRACT: “Kawaii” is not exclusive to Japanese culture, but it is attracting widespread
attention overseas as a part of pop culture and in subcultures. Kawaii for
individuals is primarily a psychological and emotional experience; however few
studies have examined these psychological factors. The purpose of this study
was to examine the differences in the concept of kawaii between Japan and China
by comparing Japanese and Chinese characters and analyzing the differences
between the two countries’ characters that are considered kawaii in both
countries. The survey sample consisted of 116 Japanese university students (91
males and 25 females, mean age 19.66 years, standard deviation 1.29). The survey was conducted in July 2021. The
questions were titled “Questionnaire on Impressions from Images,” and
were administered during lecture time. The questions were asked by presenting
images of 12 Japanese and Chinese characters, both animal and human, and asking
for responses. The results showed that Chinese characters were cuter than Japanese
characters. Furthermore, Chinese animal characters were found to give the
impression of being younger than their Japanese counterparts.