Kawaii as a tool of emotional expression: the case of yami-kawaii and related categories

Kawaii, meaning ‘cute’ in English, has long been a central feature of Japanese culture, shaping fashion, media, and character design. In recent decades, the concept has expanded beyond innocence and sweetness to include darker, emotionally complex subgenres such as guro-kawaii (grotesque-cute), which juxtaposes cuteness with violent or disturbing imagery, and kimo-kawaii (creepy-cute), which blends awkwardness or oddity with endearing traits. Among these, yami-kawaii (sick-cute) has gained significant cultural traction. Emerging in the mid-2010s, it fuses black and pastel tones with symbols of distress, such as bandages, syringes, and suicidal phrases, to express emotional struggles in a visually striking way. This article explores how kawaii aesthetics, focusing particularly on yami-kawaii, as well as the subgenres of kimo-kawaii and guro-kawaii, function as tools for emotional expression and healing in contemporary Japan. It draws on direct observation in Harajuku, media exploration, and analysis, introducing representative characters such as Menhera-chan, Gudetama, and Gloomy Bear. The article demonstrates how these styles and characters help individuals externalise difficult emotions, challenge social norms, and foster dialogue about mental health. Ultimately, it argues that kawaii has evolved into a powerful medium for coping, self-expression, and emotional well-being.