Chapter 1
The rebellion of cute handwriting
Chapter 2
The rise of the cute character empire
Chapter 3
Kawaii fashion on Harajuku streets
Chapter 4
The science and psychology of cute
Chapter 5
How kawaii conquered the global stage
YOUR GOAL
Master of The world of kawaii
Ch 1 · The rebellion of cute handwriting
yuki Marui-ji Cute Handwriting Rebellion
We write it round and sideways with mechanical lead, breaking all the rules to make it cute
yuki Mid-century girls' comic books introduced the giant, sparkling eyes that define kawaii art.
yuki In the 1970s, Japanese schoolgirls rebelled by inventing a rounded, cartoonish style of handwriting.
Fun Fact
Cute handwriting ban: In the 1970s, Japanese schools banned 'marui-ji' handwriting because exam-grading computers could not read the rounded characters.
Glossary
marui-ji (noun)
A style of Japanese penmanship characterized by rounded characters and a childlike aesthetic. During the 1970s, Japanese schoolgirls popularized this lateral script, prompting widespread bans by concerned school administrators.
A style of Japanese penmanship characterized by rounded characters and a childlike aesthetic. During the 1970s, Japanese schoolgirls popularized this lateral script, prompting widespread bans by concerned school administrators.
Quiz
Which artist is credited with pioneering the 'giant sparkling eyes' style in 1950s Japanese girls' manga?
Quiz
Which classic 11th-century Japanese novel contains the linguistic ancestor of the word 'kawaii'?
Quiz
What mass-produced writing tool allowed Japanese students in the 1970s to write the thin, rounded lines of 'marui-ji'?
Quiz
What product did Sanrio's predecessor add strawberry designs to in the 1960s to boost sales?
Quiz
What did Japanese school authorities do in the late 1970s to combat the spread of round handwriting?
Quiz
In what decade did Japanese schoolgirls popularize the 'marui-ji' round handwriting style?