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What Does "Uniform-ish X Cute" Mean to Female Junior High & High School Students? Insights from the a Kanko Gakuseifuku Lab.
Founded in 1854, Kanko Gakuseifuku Co., Ltd. operates nationwide under the brand name "Kanko Gakuseifuku." Its research institution, Kanko Gakusei Kogaku Lab., known for its "Kawaii Lab," has released a study entitled "The Value of 'Uniform-ish x Cute' in School Uniforms." This research was guided by Professor Hiroshi Nittono from the Graduate School of Human Sciences at Osaka University, a leading figure in "Kawaii Research."
So, what do modern-day female junior high and high school students think about the cuteness and value of uniforms? We spoke to Director Masanori Kawai and Head Researcher Yasuki from the institute to find out.
PROFILE
Masanori Kawai
Kanko Gakuseifuku Co., Ltd. – Kanko Gakusei Kogaku Lab Director
After joining Kanko Gakuseifuku, Kawai initially worked in sales, eventually moving on to the planning and proposing of custom-designed uniforms for schools. He later took charge of new product development and quality control at Kanko. Recently, in response to the trend toward genderless uniforms, he has been developing and proposing genderless uniforms in collaboration with various departments and personnel. He has been in his current position since 2022.
PROFILE
Ayano Yasuki
Kanko Gakuseifuku Co., Ltd. – Kanko Gakusei Kogaku Lab
After working as a junior high school teacher, Yasuki joined Kanko Gakuseifuku, where she is involved in product development and school promotion planning. She has held her current position since 2008, focusing on fundamental research aimed at supporting the healthy growth of children's bodies and minds.
The Ideal Uniform Boosts Self-Esteem
To start, can you tell us about the origins of the Kanko Gakusei Engineering Institute?
KawaiOur company has been making uniforms and gym clothes as a student uniform manufacturer. To provide children with more comfortable learning experiences, we established the Kanko Gakusei Kogaku Lab. in 2006, based on the concept of "student engineering," which views children from four perspectives – "body," "mind," "era," and "learning." As a company, we are not just limited to manufacturing and selling uniforms and gym clothes; we also address the issues faced by schools and students as a school solution company.
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