This book is the first biographical account of Sebastian Masuda written in English. Sebastian Masuda is a Japanese creator and artist who is globally known as the king of Japanese 'Kawaii' (cute) subculture which originated in Harajuku.
His continuous pursuit of the concept of kawaii is his lifetime passion and mission, and his work is always characterised by bright neon colours that led to the emergence of Decora fashion. He wears several hats in the field of fashion, art, and entertainment and uses colourful and kawaii elements as his creative foundation. He treats kawaii styles as explicit, non-violent forms of rebellion and resistance like many other youth subcultures in Japan that express themselves in unconventional fashion. One needs courage to walk down the street wearing bright, flashy clothes and accessories from head to toe.
As an artist, Masuda has created prominent art pieces, such as a giant Hello Kitty sculpture in New York and a giant Doraemon statue made out of fluffy yarn in Singapore. As a designer, he has designed the decor of Kawaii Monster Cafe in Harajuku and Sushidelic, a sushi restaurant, in New York. He also runs a store, 6%DokiDoki, which has its own clothing line. As an entertainment producer, he has collaborated with Kyary Pamyu Pamyu, a Japanese singer and pop culture icon, and produced her first music video.
This book traces a strong impact of Masudas difficult and lonely childhood and upbringing and complex family background on his creative endeavours that attract millions of youngsters that are also going through personal hardships. Masuda went through his teenage years spending time alone in the library reading books which made him observant and perceptive. This book also delves into his deep understanding of kawaii with intricate layers of interpretations which are often misunderstood and misconstrued as simply being cute, girlie, and infantile. Kawaii is not just an adjective but a lifestyle, philosophy, and ideology.
Industry Reviews
"Masuda transforms the visual into the visceral, his work bridges cultures, disciplines, and generations. This book is a vital map of how color, story, and spirit can transcend trauma and tradition to shape new futures. A must read for any artist, designer who believes in emotional and cultural resonance." -James Meraz, Associate Chair of Graduate Spatial Experience Design, Professor, ArtCenter College of Design, Ca USA.
"Sebastian Masuda is a seminal figure in the development of what we now know as Harajuku fashion; he is part of the true roots of a movement that began as a subculture in a small area of Tokyo, and became a global force. Though central to the emergence of kawaii cute culture, as a critical creative force and mode of self-empowerment, it is only with this welcome work that he is beginning to receive the attention he deserves." -Thomas Looser, Chair of the Department of East Asian Studies, Associate Professor of Japanese Studies, New York University, USA.
" 'Yes, KAWAII is Art - EXPRESS YOURSELF-' was the title of Sebastian's exhibition at JAPAN HOUSE LA in 2024. More than just a trendy pop culture, KAWAII is a philosophy of life. This book helps deepen the understanding about his way of life, and how his upbringing and professional journeys have shaped his creative world."
-Yuko Kaifu, President, JAPAN HOUSE Los Angeles, USA.
