Cool' is out, 'Kawaii' is in. While the word 'cool' originates from the American culture, the word 'Kawaii' means 'cute' in Japanese. This 'cute' culture has swept across Asia like a tornado, challenging the once almighty Western culture for popularity.
If the trend continues, will it cause callous denial of the local culture? Will the consumption of the Japanese media and popular cultural activities teach youngsters from other Asian countries a common worldview, roles and values, the Japanese way? How does it affect the lifestyle and behavior of other Asian youth?
To find out the answers, this study surveyed 620 students from secondary schools and polytechnics in Singapore to explore the influence of the Japanese popular culture on the respondents in terms of their perception of the Japanese and their products as well as their desire to own Japanese goods.