HYPER KAWAii!! / by Aisha Anime

Hyper Japan Kawaii models

Bigger and better than before, this year Hyper Japan have an entire HYPER KAWAii!! area dedicated to the best of Japanese street fashion!

What is Kawaii?

“Kawaii” is a word with wide and varied meaning! In modern Japanese, the word kawaii means “cute,” “adorable,” or “loveable,” with undertones of a certain innocence, but kawaii as a concept is much broader than the English word “cute” suggests; it’s been said that the definition of kawaii has grown as other desirable attributes have become “kawaii” by extension.

In the context of Japanese street fashion, it has come to encompass the terms “cool,” “stylish,” and “lovely,” and is an all-purpose compliment about someone’s style or appearance. Here at HYPER JAPAN we like to think of “kawaii” fashion as being any kind of alternative look that’s Cool, Creative, Cute and Crazy!

Kyari Pamyu Pamyu

Kyari Pamyu Pamyu

What’s Harajuku Kawaii!!?

Harajuku Kawaii!! is the name of ASOBISYSTEM’s fashion projects and cultural events, drawn from the best of Tokyo’s street styles. Named for the district of Tokyo which is the centre of their street fashion culture, Harajuku Kawaii!! is going on a world tour in 2014, starting with HYPER JAPAN in London!

ASOBISYSTEM-affiliated Kyary Pamyu Pamyu is an official “Harajuku Kawaii Ambassador,” a former-blogger turned Youtube star and professional fashion model for Harajuku magazines. Referred to as “Japan’s Lady Gaga,” Kyary is the subject of much media coverage.
Harajuku Kawaii!! stars at HYPER KAWAii!!


HYPER KAWAii!! at this summer’s HYPER JAPAN will be your chance to meet some of Japan’s top Harajuku models and Kawaii performers! More details can be found here.

hj models

HYPER KAWAii!! Stage

The “Harajuku Kawaii!!” show, huge in Japan, is now touring all over the world; This time brings it to the UK, at HYPER JAPAN 2014!

Our dynamic event will feature a number of popular Japanese models, and even our UK audience can join in as part of HYPER JAPAN x HARAJUKU KAWAii!! = HYPER KAWAii!!. There’ll be catwalk action and fashion shows running at all times throughout the whole of HYPER JAPAN in the HYPER KAWAii!! area. Will they feature Kimonos? Harajuku style? Stay tuned for announcements of what we’ll have on-stage at HYPER JAPAN 2014’s HYPER KAWAii!! to find out!

KAWAii!! Shopping and more!

HYPER JAPAN 2014′s HYPER KAWAii!! area will be jam-packed with all the stalls, areas and shows that you’ve come to expect, dedicated to one of Japan’s most exciting exports: amazing, inspiring, fun and colourful street fashion. Dress up in your finest and join the party, including:

  • Fashion stalls
  • Incredible hair and make-up inspiration
  • Stylish shopping opportunities
  • Fashion and Cosplay photobook!

kawaii lookbook

At this summer’s bigger, better HYPER JAPAN, they are making a big deal out of cosplay and Kawaii Fashion than usual. So much so that we want to immortalise the fashion and cosplay highlights in print for you, the community, to enjoy!

HYPER will be a full-colour photobook, featuring both the cream of the crop of images taken by our professional photographers, as well as the best submissions from our community, as submitted by our social media. We’ll be sharing more details, including what can be submitted and how, a little nearer to the event!

transform from normal day to Harajuku

transform from normal day to Harajuku