THE BARBIE PHENOMENON IN JAPAN - A Thesis - Master of Arts

Aug 20, 2026

This research examines the popularity of Barbie among young adult Japanese women as the “Barbie phenomenon” in Japan. Historical and cultural factors are analyzed through Japanese beauty values expressed as kawaii (cuteness) and kakkoii (coolness). The study compares kawaii fashion’s pastel, lace-and-ribbon style with kakkoii fashion’s masculine, independent presentation using darker, plainer materials. It explains how Barbie clothing blends these two ideals and supports identity, aspiration, and community engagement.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages82

Reading Time3 h 27 min

AccessFree to download

INTRODUCTION

CHAPTER I. WHAT IS KAWAII (CUTE)?

The Definition of kawaii

Kawaii in English

Kawaii in modern Japanese

CHAPTER II. WHAT IS COOL (KAKKOII)?

American “cool”

Japanese “cool”

CHAPTER III. KAWAII BARBIE AND COOL BARBIE: FASHION

Kawaii fashion

Cool fashion

CHAPTER IV. KAWAII BARBIE AND COOL BARBIE: ICON

Barbie as kawaii icon

Barbie as cool icon

CHAPTER V. BARBIE COMMUNITIES IN MIXI

CONCLUSION

REFERENCES

THE BARBIE PHENOMENON IN JAPAN Arisa Shibagaki A Thesis Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS August 2007 Committee: Marilyn F. Motz, Advisor Esther Clinton © 2007 Arisa Shibagaki All Rights Reserved iii ABSTRACT Marilyn F. Motz, Advisor This research examines the popularity of Barbie among young adult Japanese women asthe “Barbie phenomenon” in Japan. By investigating the historical and cultural aspects of Japanese values of beauty, the author found that the phenomenon emerged from the combination of the values of kawaii (Japanese cuteness) and kakkoii (Japanese coolness) . Kawaii is the traditional positive feeling for small and delicate things, and in modern society its meaning extends into popular characters and fashion. Kawaii fashion is usually considered to use lace, ribbon, and frilly materials and colors of pink, white, and pastels. On the other hand, the Englishlanguage word “cool” is usually translated into kakkoii (かっこいい), which means that people’s appearance is attractive, and its meaning also extends into people’s behavior and fashion in modern society. Kakkoii behavior is masculine and independent; the colors of black, blue, and khaki and plain materials are usually used in kakkoii fashion. In fact,“Kakkoii” is different from American “cool,” which is a word used for not only an attractive appearance but also individuality and a sense of belonging; however, the words “kakkoii” and “cool” are used without regard for such a difference in Japan. In women’s fashion magazines, both “kawaii” and“cool” are the common key words. Japanese Barbie clothing brand is known for offering kawaii clothing because of its colors and materials; however, they also offer cool clothing in terms of the standards of fashion styles. Barbie brand clothing is a blend of “kawaii” and “cool.” Japanese women wear its brand clothes and accessories because of their desire to become like Westerners. iv Barbie is viewed as the typical Western woman, and they see Barbie as the other self or the new icon of beauty. Japanese women related themselves to kawaii dolls such as Licca and Jenny, which are Japanese dolls, when they were girls. Similarly, they see Barbie as the other self when they become adult. Japanese women also see Barbie as the icon of a kakkoii woman since she acts as strong as men and is independent, which they lack. Barbie is the woman who has a traditional beauty of kawaii and a new beauty ofkakkoii. Therefore, these two values become the keys for the “Barbie phenomenon” in Japan. Thousands of Barbie fans also contribute to this phenomenon by communicating with one another in Mixi, which is a Japanese online networking service, because of their passions for Barbie dolls and Barbie brand clothing. Barbie is the idealand perfect woman who is kawaii and kakkoii. The desire to become like Barbie motivates Japanese women to wear Barbie brand clothing, and now Barbie fashions are popular with Japanese women. v To accomplish great things, we must not only act, but also dream, not only plan, but also believe. --Anatole France vi ACKNOWLEDGMENTS Since English is not my first language, it was sometimes difficult to communicate with each other; however, Dr. Motz and Dr. Clinton enthusiastically supported and guided me. I would like to thank them for it. I also would like to thank my parents, my brother, and my junior, Madoka Kaniyama at Kyoto Notre Dame University for providing the books and the pictures for my thesis. Thanks to Assistant Professor Tetsuharu Koyama, I decided to come to the Department of Popular Culture at Bowling Green State University to get my master’s degree. Iam grateful to him for his advice. Finally, I want to thank all the members and faculty at the Department of Popular Culture for the constant encouragement. vii TABLE OF CONTENTS Page INTRODUCTION ...........

FAQs

What does the thesis define as the “Barbie phenomenon” in Japan?

It describes how Barbie becomes highly popular among young adult Japanese women and functions as a meaningful beauty and identity icon within Japanese culture.

How does the thesis explain the roles of kawaii and kakkoii in Barbie’s appeal?

The thesis argues that the phenomenon emerges from combining kawaii (cuteness tied to small, delicate, pastel aesthetics) and kakkoii (coolness tied to masculine, independent, darker and plainer styles).

Why do Japanese women wear Barbie brand clothes and engage with related communities?

The thesis links wearing the brand to a desire to become like Barbie and explains that fans also contribute through communication in Mixi, driven by interest in dolls and clothing.

Aug 20, 2026

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