How A Melancholy Egg Yolk Became A Japanese Icon

When you think about the cuteness culture in Japan, the word “kawaii” comes to mind. The word, which signals more of a childlike sense of cute, came about in the 70s and it’s been used globally ever since.

And Sanrio, the company that created Hello Kitty, has built an empire around the “kawaii” culture. Cuteness is a reaction. In Japan, the kawaii culture and concept is often linked to the country’s post-WWII years. The idea is that, because of its trauma and defeat, the country leaned into its vulnerability.

Decades later— Sanrio’s new face of kawaii is an egg yolk with depression, questioning life. And he has become iconic in Japan. You can find it on backpacks, cups, credit cards, airplanes, it even has it’s own cafe!

Why are people falling in love with this melancholic egg yolk? It’s lazy personality of course! Vox explains the story and fascination with Gudetama in this short video.

“Vox helps you cut through the noise and understand what’s driving events in the headlines and in our lives, on everything from Taxes to Terrorism to Taylor Swift.” Vox

Find more videos from Vox here: www.youtube.com/channel/UCLXo7UDZvByw2ixzpQCufnA

“Vox helps you cut through the noise and understand what’s driving events in the headlines and in our lives, on everything from Taxes to Terrorism to Taylor Swift.” Vox

Find more videos from Vox here: www.youtube.com/channel/UCLXo7UDZvByw2ixzpQCufnA

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