Kawaii Women- Empowered, Or, Entrapped?

The paper explores the Japanese subculture of Kawaii which was aimed at empowering women. However, experiences highlight how Kawaii that was supposed to empower Japanese women ended up objectifying as sexual objects. We draw parallel from the Teenybopper culture, which seemed to suffer the same fate in different cultural context.


Aparna Kansal and Krishanu Rakshit (2020) ,"Kawaii Women- Empowered, Or, Entrapped?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 447-448.


Aparna Kansal, Indian Institute of Management Calcutta
Krishanu Rakshit, Indian Institute of Management Calcutta


NA - Advances in Consumer Research Volume 48 | 2020

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