We spoke to Sakurai Takamasa about Japan’s world famous “kawaii culture” and his thoughts on the World Seifuku Project.

ab：“Kawaii Culture” Could you describe it in a word?

Sakurai: Well, it that’s pretty difficult, but in my opinion “kawaii” culture represents Japan – it is Japan. Make no mistake, “kawaii” will be the Japanese word that will spread throughout the world in the twenty first century. Not so long ago the words “karaoke” and “sushi” made it, but I feel that in the twenty first century it will be “kawaii”.
In fact, when I go to an overseas event or do a report, and the local media want to talk to me, and when I use the word “kawaii” they never ask me what it means. If the interviewer did not know what it meant they would obviously say something. In other words, the term kawaii has made it into the vocabulary of their countries before they interview me. Each time this happens it reinforces the fact that the concept of kawaii has made it overseas.
Anime and fashion on their own will not make the Japanese economy recover, but Japanese pop culture, especially kawaii culture adds to Japan’s value and will be an important factor in the county’s economy in the future.

ab：What do you think is the role of seifuku in kawaii culture?

Sakurai: I think seifuku is the starting point for Japanese creative expression. Actually, to be precise seifuku did not originate in Japan, but the “dress-up seifuku” did. Mixing and matching parts such as shirts, cardigans and skirts to suit the way you feel, and changing the length to make original “dress-up seifuku” is something really Japanese – and it comes from the Japanese spirit for invention and manufacturing.