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The Kawaii

The magic word for today is Kawaii and if you aren’t familiar with it, you at least understand its usage. In Japanese culture, Kawaii is the quality of being cute, and it’s the backbone of Japanese merchandising. When you think about many of the Japanese phenomena that have swept that nation and even become a part of American pop culture, Kawaii is the driving impetus.

Why do people feel so obsessive about catching ‘em all? Because Pokemon are so cute! Why are Hayao Miyazaki’s movies so beloved? Because Totoro and Jiji are adorable! Why have Nintendo’s Mario games become a global phenomenon? You guessed it! The cuteness factor drives sales.

The popularity of Kawaii is on full display at the Japan Pavilion. The stores sell happy merchandise, several of the snacks have cute designs, and an entire exhibit celebrates cute culture. This Pavilion is the Kawaii capital of North America. 

Disney reinforced this notion in 2015 when they introduced the Kawaii Exhibit, arguably the greatest display of Cute Culture in the United States. This exhibit is a replica of a modern Tokyo apartment, complete with fully decorated rooms.

The bedroom has a stuffed animal that’s actually a pillow, several shelves full of beloved Japanese Kawaii figurines, and a window view of Tokyo. The bathroom is Totoro-intensive, a nod to the overwhelming popularity of Hayao Miyazaki in Japan, and even Kawaii-themed toilet paper. You’re getting the full Life in Tokyo experience channeled through the perspective of Cute Culture.

Disney even commissioned world-famous Kawaii artist Sebastian Masuda, owner of Kawaii Monster Café and 6% DokiDoki Fashions, to add a special piece to the exhibition. Masuda came up with Harajuku Girl, one of the most visually interesting art pieces on display at Walt Disney World. The style is Melty-Go-Round, which means that the adorably dressed candied girl is also melting, something that you’ll notice when you examine her feet. While not technically in the center of the room, it is the centerpiece of the exhibit. And it leads directly to a clever bit of Disney design…

The shopping…

Image: DisneyOnce you’ve fully explored the Kawaii Exhibit, you’ll feel compelled to embrace all things Japan. Not coincidentally, you’ll exit through the gift shop, which is Disney’s way of enticing you to buy a lot of Kawaii goods on your way out of the building.

The store is the legendary Mitsukoshi Merchandise Store, the only one of its kind in North America. Disney brokered a deal with Mitsukoshi to build this facility, which has stood the test of time as the most novel business at Epcot. It wasn’t actually the first or only Mitsukoshi store in America at the time, but it’s the only one still open.

Disney fans relish the opportunity to visit the four sections of the business, each of which has a specific theme. You can check out Festivity, Harmony, Interest, and Silence as you shop, taking a moment to appreciate how the theme blends into the products available.

Image: DisneyAt Mitsukoshi Merchandise Store, you can buy fashion garments such as a full-size kimono, complete with parasol and bow (for additional fees, of course). You can also buy many of those accursed Kit Kat flavors I mentioned before and also some tasty ones like strawberry-flavored. Plenty of popular Japanese snacks and drinks are for sale on one side of the building, along with fine collectibles for the home.

As you head to the other end of the store, the merchandise changes. Disney has redesigned this area to emphasize the Kawaii and anime portions of Japanese pop culture. Whether you love Attack on Titan, Final Fantasy, or Spirited Away, you can find anything from stuffed animals and figurines to socks and shirts that match your passion.

Image: DisneyI shudder to think how much money my wife and I have spent at Mitsukoshi Merchandise Store. What I can say with complete sincerity is that we anticipate visits here as much as anything that we do during a Walt Disney World visit.

 
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