Kawaiiphile—a term derived from the Japanese word kawaii (adorable or cute) and phile (denoting a lover or enthusiast)—embodies a deep appreciation for a distinctive aesthetic rooted in Japanese cartoons and toys since the early 1960s. This aesthetic is characterised by wide-eyed, fantastical characters with childlike features, often rendered in soft, dreamy hues and sometimes imbued with superpowers. The enduring fascination with these figures likely stems from the comfort and escapism they offer amid the jarring realities of daily life.
From Sanrio’s beloved icons—Hello Kitty, Kuromi, and Little Twin Stars, which emerged in the 1970s—to Pokémon and Sailor Moon in the 1990s, kawaii culture has remained a constant force. In recent years, we’ve seen a resurgence of this trend, where proudly displaying these adorable figures—whether as bag charms or emblazoned on sweaters—has become an unapologetic statement, even well into adulthood.
Take, for instance, the recent Labubu phenomenon—a mischievous, monster-like character designed by Hong Kong-born artist Kasing Lung, inspired by his time in the Netherlands. Labubu skyrocketed in popularity last year, especially after Blackpink’s Lisa was spotted with these baby monsters dangling from her bags. The rise of kawaii-core as both a lifestyle and subculture has led to legions of grown men gleefully unboxing limited-edition figures from blind boxes, their reactions immortalised on social media.
Having moderated the recent Louis Vuitton x Murakami pop-up in Katong—a Singaporean district rich in Peranakan and Eurasian heritage—I had the opportunity to explore the theme of being a kawaiiphile with two avid Murakami collectors, alongside Jackson Aw, designer and CEO of Mighty Jaxx, a Singapore-based toy design studio famed for its culture-defining figurines. In fact, Aw was personally approached by artist Takashi Murakami for a recent collaboration.
This Vogue Singapore initiative aimed to build a cultural narrative from a local perspective. The panel held particular significance for me, as I’ve been an avid toy collector since the age of seven—though my childhood interests leaned toward so-called “boys’ toys” like dinosaurs and Godzilla, King of the Monsters. Yet, in recent years, I’ve discovered another side of myself drawn to quirky, kawaii-inspired characters that blur the line between pop culture and contemporary art.
Take Ukraine-based felt sculptors Hannah and Olga Dovan, for example. Their Manooni creations—adorable felt figurines that are part baby toy, part irresistible bedside companion—embody a charming mix of innocence and eccentricity. I’m dying to get my hands on one.
Then there’s Gregory Gangemi, a New York-based 3D computer graphic artist whose characters are delightfully bizarre. Imagine a pair of sea dragons, resembling a cross between a giraffe and a tapir, trumpeting as they glide through Valley Cove. His work never fails to bring a smile to my face whenever his reels pop up on Instagram.
And finally, a personal favourite—Good Morning Town, a Seoul-based tattoo artist known for transforming cherished images of family, friends, and pets into minimalist cartoon-like characters reminiscent of Dutch artist Dick Bruna’s Miffy, yet brimming with personality and charm. I was such a fan that I flew to Seoul just to get a tattoo from him. The design? A brontosaurus battling Godzilla—except, in Good Morning Town’s world, they look like two stuffed toys closing in for a cuddle. Since then, the artist has expanded into painting and even collaborated with Mighty Jaxx.
Reflecting on this journey, I’ve realised that kawaiiphile has transcended decades, influencing not just art but also culture and fashion. These dopamine-triggering characters definitely has the ability to inject a much-needed joy and comfort into the world we live in today.
To emulate the aesthetic and bring about a jolt of childlike wonder, peruse Vogue Singapore’s shopping edit, below.
2 / 11
Baccarat Pokémon Pikachu medium crystal figure, $790
Available on Farfetch.
3 / 11
Louis Vuitton pre-owned 2009 petit panda plush doll, $68,599
Available on Farfetch.
5 / 11
Lucky animals dachshund clip, $10,600
Available on Van Cleef & Arpels.
7 / 11
Louis Vuitton Pre-Owned x Takashi Murakami 1990-2000 jewelry box, $60,210
Available on Farfetch.
8 / 11
Mighty Jaxx XXRay plus: Luffy gear 5 Eedition, $250
Available on ToysRus.
10 / 11
Chief cottontail (bunny to the moon) by Good Morning twin, $230
Available on Mighty Jaxx.
11 / 11
Hello Kitty 50th Anniversary 2024 Limited Edition 15" Plush, $74
Available on Sanrio.
