The word kawaii, exclaimed with squeals of delight, is ubiquitous in Japan. It means “cute”, or “adorable”, a quality highly rated by Japanese females, especially young women. The use of kawaii goes into overdrive around most of the country on 15 November each year, the designated day of the Shichi-Go-San Matsuri – the Seven-Five-Three Festival – when the year’s batch of littl’uns turning 7, 5 and 3 dress in their sumptuous national costume, have their photographs formally taken, then head off to the local shrine with proud families for even more photographs, and blessings.
With two grandchildren in those age ranges I was delighted to be personally involved in the most recent Shichi-Go-San in Hokkaido. There, in northern Japan, it’s held a month earlier so the children aren’t subject to the rigours of biting early winter winds and temperatures that can bring snow falls from late October onwards. On the big day, first there’s the trip to the professional photographic studio where formal shots are taken in full kimono, luckily available for rent given the the cost involved in a complete outfit. An astonishing array of colourful gear is jammed into laden racks around the studio awaiting selection. There are the so many layers that make up the completed attire – inner garments, outer jackets, sashes for both boys and girls, zori sandals, trinkets for specially coiffed hair, oversize bows for the backs of kimono, little handbags and props such as “samurai swords” for the boys. After the lengthy photo session, with well skilled photographers (mostly girls!) managing fidgety children with amazing humour, comes the selection of images, a tricky decision indeed.
Then off to the shrine for more photos -and given the intricacy, elegance, colourfulness and sheer charm of their ensembles the children are naturally greeted with many more squeals of kawaii!