'Kawaii' culture evaluation in Malaysia
Japanese kawaii culture has been popular throughout the world recently. It influences the socio-economy in areas of fashion, tourism, transportation, etc. which can be seen clearly. In Malaysia, the kawaii culture is getting popular among young people through the fashion. The research aim is to o...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English English English English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/49567/ http://irep.iium.edu.my/49567/1/for_IREP_02.pdf http://irep.iium.edu.my/49567/4/Tesshi_sijil.pdf http://irep.iium.edu.my/49567/5/COVER_AND_TABLE_OF_CONTENT_E_PROCEEDING_TESSHI.pdf http://irep.iium.edu.my/49567/9/Pages_from_eProceedings_TeSSHI_2014.pdf |
| Summary: | Japanese kawaii culture has been popular throughout the world recently. It influences the
socio-economy in areas of fashion, tourism, transportation, etc. which can be seen clearly. In
Malaysia, the kawaii culture is getting popular among young people through the fashion. The
research aim is to observe the Malaysian understanding on Japanese kawaii culture in two kinds of
surveys. In both surveys, the samples of fashion were selected and arranged in paired for
evaluation to get its categorization of intimacy among all the samples. Collected data for both
surveys were analyzed by Mds and cluster analysis.
The first survey is to study the Malaysian understanding on Japanese kawaii fashion. Thirty
kinds of samples of Japanese fashion were selected. As a result, four kinds of groups of kawaii
Japanese fashion were obtained, which were ‘stylish’, ‘teen’, ‘rare’ and 'ayu'. The next survey is to
study the recent kawaii fashion in Malaysia. Twenty two kinds of samples of Malaysian kawaiii
fashion were selected. The results showed that ayu, adult, boyish and street-look were the
groups.As the conclsion, it can be said that in both surveys, Malaysian understood the kawaii
image of fashion contains the ayu element. Japanese kawaii fashion was more towards the
teenagers, while Malaysian kawaii fashion was more towards the adult style. Japanese kawaii
fashion was evaluated as a new trend, while Malaysian kawaii fashion is more to daily attire;
boyish and street-look. Kawaii culture has been innovated to be suited to Malaysians' own style
and look, which has the religous consideration. Kawaii culture in Malaysia is one of the good subculture
that can be developed more to enhance the economy growth. |
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