Kawaii School

Kawaii School

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The rise ofĀ cutenessĀ inĀ Japanese cultureĀ emerged in the 1970s as part of a new style of writing. Many teenage girls began to write laterally usingĀ mechanical pencils. These pencils produced very fine lines, as opposed to traditionalĀ Japanese writingĀ that varied in thickness and was vertical. The girls would also write in big, round characters and they added little pictures to their writing, such as hearts, stars, emoticon faces, and letters of the Latin alphabet.

These pictures would be inserted randomly and made the writing difficult to read. As a result, this writing style caused a lot of controversies and was banned in many schools. During the 1980s, however, this new "cute" writing was adopted byĀ magazinesĀ andĀ comicsĀ and was put onto packaging and advertising.