Have you ever wondered why “kawaii” — Japan’s iconic aesthetic of cuteness — has become a global phenomenon? Beyond the charming visuals, “kawaii” is a sophisticated cultural code that embodies Japan’s history, emotional landscape, and contemporary identity.

The Japan Foundation Center for Cultural Exchange in Vietnam, with partners, proudly invites you to a special public lecture: “Theory of Kawaii”. As the first volume of the J-Lens: Perspective of Japan series, the event features distinguished cultural critic YOMOTA INUHIKO — one of Japan’s most influential voices in film and popular culture.

Lecture schedule:

HCMC: 6:30PM | March 10, 2026
Address: Vietnam Women’s Publishing House Branch in Ho Chi Minh City, No.16 Alexandre de Rhodes, Saigon Ward, HCMC.
Register at: https://forms.gle/rojxfQb14xHVdx8t9

Hanoi: 6:30PM | March 13, 2026
Address: Event Space, COMPLEX 01 No. 29/31, Alley 167, Tay Son Street, Kim Lien Ward, HN.
Register at: https://forms.gle/JtUD9mKqC5wYgT2TA

From Hello Kitty and Pokémon to the whimsical worlds of Studio Ghibli, the lecture will trace the evolution of “kawaii” from its roots in shōjo culture to its central role in Japan’s creative industries. Discover how this aesthetic communicates vulnerability, playfulness, and emotional resonance in our complex world.

About “J-Lens: Perspective of Japan” series:
J-Lens explores Japan through diverse intellectual “lenses,” offering new ways to understand its culture, society, and history. Rather than presenting facts alone, each session shows how scholars ask questions and conduct research within their fields. Through these perspectives, audiences are invited to rethink culture, society, and humanity in fresh and engaging ways.

Creative support by On Behalf Studio.