Kawaii, Identity, and Revolution: A Conversation with Sebastián Masuda

Sebastian Masuda (増田セバスチャン), Japanese artist, art director, and producer of the Harajuku store 6%DOKIDOKI, has played a key role in expanding the concept of kawaii beyond Japan’s borders. But what does kawaii really mean? Masuda addresses this question, arguing that far from being merely an expression of cuteness or simplicity, the word encompasses a complex cultural, historical, and emotional universe—deeply rooted in Japanese society and projected onto the global stage.

Through a conversation woven with personal and generational experiences, a vision emerges in which the aesthetics of "cuteness" are linked to expressions of resistance, identity, and creativity. This interview explores the various trajectories of the kawaii phenomenon, from its origins in postwar Japan to its impact on contemporary global culture, including a reflection on the possibility of a Colombian kawaii that transcends cultural boundaries.