Contextual Study: Conclusion & Bibliography


In conclusion, the obsession with cute is a huge East Asian phenomenon. The history of girlish style could be traced back to the beginning of cute subculture at the late twentieth century in Japan. The original idea of girlish style is influenced by occidental countries’ urban life styles. Dressing in girlish and cute styles is a way to escaping from the trappings of adult life and dominant ideology in Asian cultures.


While the gaining of girlish styles in current Asian society owes to more factors now by developing for decades, such as mental needs for being oneself and enjoying fun of childhood, sprits for escaping from dominated society. Also, there are physical reasons and sexual attractions relate to the style. Though girlish style is a result of releasing pressure from society, the way to act for girls are permitted by cultural concepts at the same time. In Asian culture, people prefer to see youth and innocence from girls compare to occidental countries. The key elements of girlish styles seems to be changeless because of the concepts of Asian societies, such as being a member of a group, same with others and obeying rules from authorities.


Girlish style is not only the stereotype to describe female, it is more about a popular phenomenon, a fashion trend and a powerful strength now. I did investigations by researching articles, report, documentary and news from online academic and news website to investigate factors that influenced the girlish style.


BBC Three. (2017). Is Japan turning a blind eye to paedophilia? – BBC Three. [online] Available at: [Accessed 2 May 2017].

Clarke, A. (2017). How Kawaii culture is changing the world. [online] Dazed. Available at: [Accessed 24 Apr. 2017].

DOMO ARIGATO JAPAN. (2017). Seventeen Jan. 2016 Japan fashion magazine you can buy direct from [online] Available at: [Accessed 2 May 2017]. (2017). Cite This For Me. [online] Available at: [Accessed 14 May 2017].

Flaven, G. (2017). Amongst Chinese Girls, Cute Gives Way to Cool. [online] The Business of Fashion. Available at: [Accessed 9 May 2017].

Lai, A. (2017). CHAPTER FIFTEEN: Consuming “Hello Kitty”: Tween Icon, Sexy Cute, and the Changing Meaning of ‘Girlhood’. Counterpoints, [online] Vol. 245, pp.pp. 242-256. Available at: [Accessed 29 Mar. 2017].

Magzter. (2017). Seventeen – US Magazine Seventeen Prom 2016 issue – Get your digital copy. [online] Available at:—US/Fashion/200019 [Accessed 2 May 2017].

Maynard, M. and Taylor, C. (1999). Girlish Images across Cultures: Analyzing Japanese versus U.S.SeventeenMagazine Ads. Journal of Advertising, 28(1), pp.39-48.

Ministry of Foreign Affairs, R. (2017). The culture of cute in Taiwan – Taiwan Today. [online] Taiwan Today. Available at:,23,45,18&post=24514 [Accessed 14 May 2017].

NoBullying – Bullying & CyberBullying Resources. (2017). Bullying in Japan – NoBullying – Bullying & CyberBullying Resources. [online] Available at: [Accessed 14 May 2017].

Shirakabe, Y., Suzuki, Y. and Lam, S. (2003). A New Paradigm for the Aging Asian Face. Aesthetic Plastic Surgery, 27(5), pp.397-402.

YouTube. (2017). きゃりーぱみゅぱみゅ – PONPONPON , Kyary Pamyu Pamyu – PONPONPON. [online] Available at: [Accessed 16 May 2017].

Young Sex for Sell in Japan. (2017). [film] Directed by S. Dooley. Tokyo: BBC.



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s