
Angelina X. 2025 | BASIS Independent Silicon Valley
- Project Title: Cult of Kawaii: The Evolution of Japan’s Cutesy Rebrand and its Geopolitical Implications
- BASIS Independent Advisor: Mr. Brady
- Internship Location: San Francisco Japantown
- Onsite Mentor: Ms. Jie Zhang, Apple
This research project explores the development of and global influence of Japanese kawaii culture from the post-World War II era to the present. The study will employ a multidisciplinary approach, utilizing academic sources from platforms such as JSTOR and Google Scholar alongside popular media to examine both academic and consumer perspectives. Library resources will further support the research. Fieldwork will be conducted in San Francisco’s Japantown, one of the only four Japantowns in the US, where observational analysis and visitor interviews will offer insights into the perception and representation of kawaii culture abroad. Additionally, virtual interviews with historians and cultural theorists specializing in Japanese and East Asian studies will enrich the study with expert perspectives.
The findings will be presented in a 20-minute documentary, integrating both online and on-site research, including interview footage of experts and Japantown visitors, to analyze kawaii culture’s historical development, its impact on Japan’s global image, and its impact on other Asian countries’ soft power.