"Kawaii" is a Substitute for Black Humor: How Insults Act as Lubricant in the UK, but Become a Curse in Japan [Kawaii Theory Part 2]

#0. Why Do We Need "Kawaii"?

"Kawaii" (cute).
Why do we Japanese need this strange adjective so much?

In the previous article, I discussed the uniqueness of this word specific to Japan, the fact that "kawaii = a culture that allows for contradictions and socially affirms incompetence," and how that has branched out into a hundred flowers blooming in pop culture.

This is the continuation of that discussion.

When you get to the bottom of the "why," you arrive at an unexpected point of comparison: the "insult/black humor culture" in English-speaking countries like the US and the UK.

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#1. Culture of Celebration vs. Culture of Teasing

I saw it on YouTube, but apparently, British birthday cards are filled with phrases like these.

...From a Japanese perspective, this is completely out of line.
This is the kind of thing you do to someone you hate.

However, to them, this is a "celebration."
Here, first of all, is a major difference in premises.

In the Anglo-American cultural sphere, celebrating is not "praising." It is "granting the right to tease."

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#2. Poison Becomes "Proof of Relationship"

In the UK, strong words are not necessarily "attacks." Rather, they can be proof that "being able to say strong things = the relationship is safe."

That is why they end up like this.

It looks like the opposite at first glance, but the structure is extremely rational.
As expected of the country that gave birth to Monty Python.

It is not as blatant as this, but a similar structure exists in the US. Even if it is not as acerbic as in the UK, positive irony often functions as an "expression of friendliness" (Japan also has a teasing culture, but compared to the US and UK, it carries a higher risk of ruining the atmosphere before it can be processed as humor, and is easily treated as a taboo).

For example, when I finished my study abroad and was returning home, I had the team in my band class sign my team T-shirt, and these were the messages written on it.

...It leans a bit toward dirty jokes.
But that is not the point.

The point is that these are all "words that only work because the relationship is already established."

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#3. Why Japanese Insults Become a "Curse"

On the other hand, Japanese insults.

...They absolutely do not function as jokes.
A fistfight is inevitable.

Why does this happen? To conclude, in Japanese, it is because "the poison is not processed and remains as it is."

Structurally, it is as follows.

As a result,

is what it becomes.

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#4. That is why "Kawaii" is necessary

Thank you for waiting.
Here, finally, "kawaii" makes its appearance.

In Japan, strong words are hard to use. They cannot be processed as irony. However, feelings of affection do exist. At this time, what is needed is a "device to express poison in a 'weakened' way." That is "kawaii".

"Kawaii" is a dilution device for poison.

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#5. Why "Authoritative Clumsiness" Works

Let me explain with an example.
This structure is clearly evident in contemporary figures.

They share a character combination of "Authority × Clumsiness."

Normally, these are elements that should lead to fear, criticism, or discomfort. They would be prime targets for Anglo-American dark humor.

But in Japan, it becomes this.
"Kawaii."

"Kawaii" can also be described as a "device that converts even authority into a state that can be teased."

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#6. The Decisive Difference from the UK

What happens if we apply this phenomenon to the UK?
The blunders or clumsiness of authoritative figures are generally handled through satire, irony, and dark humor.

Even though they are the same "aggression processing devices," the directions are opposite.

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#7. Why Does "Poison Accumulate" in Japan in the First Place?

In Japan, insults do not circulate; they accumulate as poison.
As a result, a dilution device called "kawaii" developed instead of dark humor. So, why didn't irony take root in Japan in the first place?

Because it is a culture that prioritizes harmony.
Because it is a society that chooses reconciliation over exclusion.

Such explanations are possible, but more essentially, Japan has weak "circuits for processing poison without breaking relationships."

This is because the structures of language, society, and communication are all ill-suited for the "circulation of strong language."

――――――

① High Context Dependency

● UK
Say it explicitly
Judge by tone
→ Sarcasm functions as a "form"

● Japan
Read the air
Do not state explicitly
Convey between the lines
→ Sarcasm becomes "invisible"

――――――

② Differences in Language Structure

● English
Fixed word order
Subjects are not omitted
Negation and emphasis are clear
→ Structure makes it easy to use sarcasm

● Japanese
Subjects can be omitted
Many ambiguous expressions
Adjusted at the end of the sentence
→ The "pattern" of sarcasm is weak

――――――

③ Differences in Social Risk

● UK
Some conflict is tolerated
Strong individual responsibility
→ A culture of light jabs is established

● Japan
Evaluation drops with a single mistake
Relationships are fixed long-term
→ The risk of strong language is too high

――――――

④ Differences in the Direction of Attack

● UK
Horizontal (exchanges between equals)

● Japan
Vertical (pressure from the air/environment)
→ Little room for individuals to "jab lightly"

――――――

Looking at it this way, Japan has a structure where it is difficult to "release and process poison" in the first place.
That is precisely why a different technique is needed—one that dilutes the poison rather than releasing it.

That is what "kawaii" is.

"Kawaii" is not an expression of kindness.
It is an extremely practical communication technique born from a culture that cannot use strong language.

The concepts of "honne and tatemae" (true feelings and public facade) and the "culture of shame" discussed in Ruth Benedict's "The Chrysanthemum and the Sword" can also be considered extensions of this structure.

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#8. "Kawaii" and "lovely" are not the same

At first glance, "lovely" appears to be a similar English expression.
Certainly,

like the examples above, its function of softening relationships is similar. However, there is a decisive difference.

"Kawaii" is a conversion device for evaluations, including both positive and negative aspects. On the other hand, "lovely" is a decorative word for positive evaluation. It lacks the nuance of "kahayushi" (a feeling of pity or being unable to bear watching).

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#9. Conclusion: "Kawaii" does not necessarily stem from kindness

To summarize so far:
The UK brings poison out and circulates it.
Japan does not bring poison out, but dilutes and processes it.

What was born as a result is "kawaii."
In other words, "kawaii" is not necessarily kindness. It possesses the aspect of being a "technical solution for a culture that cannot use strong language."

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#10. Next Preview: "Kawaii" that even recovers "scary" and "creepy"

After summarizing this far,
a further question arose within me.

"Kawaii" has the function of recovering even things that are "scary, creepy, or incomprehensible." Why?

I will discuss this further in the next installment, "On Kawaii Part 3."

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