Articles
The Influence of "Kawaii" on the World: The Pioneer of Harajuku "Kawaii" Culture, Sebastian Masuda
We explore the overflow of "kawaii" things and words around us from various angles in the special feature titled The Future of "Kawaii." We have introduced the power of "kawaii" through movements in history, technology, and idols.
In the fifth installment, we focus on the artist Sebastian Masuda, who has led the "kawaii" culture. Known for Harajuku-origin "Kawaii" fashion, including Decora, and the art direction of Kyary Pamyu Pamyu's MV "Pon Pon Pon," he is currently active in New York.
We talked about the enthusiasm of when "kawaii" spread worldwide, as well as the role of "kawaii" in the world, during the 30th anniversary of the Harajuku shop "6%DOKIDOKI," which started in 1995 and will celebrate its anniversary in 2025.
The previous article can be found here.
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PROFILE
Sebastian Masuda
Artist. Born in 1970. After working in theater and contemporary art, he opened the shop "6%DOKIDOKI" in Harajuku in 1995. He has created works contextualizing Harajuku's "kawaii" culture, including the art for Kyary Pamyu Pamyu's "Pon Pon Pon" MV and the production of "KAWAII MONSTER CAFE," and has exhibited both domestically and internationally. He moved to New York in 2022.
The Blooming of "Kawaii" in the Streets of Harajuku
Masuda's colorful and pop aesthetic has greatly influenced the "kawaii" culture since the 1990s. Could you tell us about your connection to "kawaii"?
First of all, I didn't originally set out to promote fashion themed around "kawaii"; I stumbled upon "kawaii" as a destination.
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