Source :NEWS18 NEWS
Last Updated:April 21, 2025, 16:01 IST
Japanese culture—from the uplifting charm of kawaii aesthetics to the growing love for matcha—is reshaping how Gen Z and millennials in India express their identity, values, and lifestyle.
The kawaii aesthetic and the love for matcha both fulfill a deep-seated need for positivity, creativity, and emotional comfort—turning everyday moments into celebrations of life.
From pastel-hued cafes to fashion inspired by anime characters, Japanese culture is making a vibrant splash across India, especially among Gen Z and millennials. What began as a quiet fascination with anime and manga has now evolved into a full-blown cultural embrace—one that extends from aesthetics to food, lifestyle, and identity itself.
Silvia Figini, Chief Operating Officer, Sanrio for EMEA, India, Oceania, and Mr Men Worldwide, explains, “The kawaii trend has evolved into a powerful form of self-expression—a way to embrace what we need most in these turbulent times. People are searching for good vibes, and kawaii offers a way to reconnect with positive, universal values like kindness, innocence, and optimism.” In a world challenged by a global pandemic and ongoing conflicts, it’s no surprise that consumers—especially younger generations—are gravitating towards feel-good aesthetics that uplift daily life.
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The Japanese concept of “kawaii,” meaning “cute,” has transcended its initial niche appeal. Today, it influences everything from stationery and fashion to food, embodying a spirit of joy, creativity, and emotional comfort. “Anything can be kawaii—from daily essentials to clothing to even food,” Figini adds. This versatility makes it even more appealing for Gen Z and millennials, who are driven by a desire for self-expression and positivity.
The popularity of Japanese culture is evident at events like Mela Mela and Comic Con India, where anime fandoms, cosplay, and manga collectibles are thriving. Figini notes that anime and manga serve as “an excellent entry point into Japanese culture,” sparking interest in everything from ramen bowls and kimono-inspired streetwear to iconic brands like Sanrio’s Hello Kitty.
Adding fuel to the fire is the broader global fascination with East Asian pop culture. Korean celebrities have prominently featured Sanrio characters like Hello Kitty in music videos and social media posts, inspiring young Indian audiences to adopt kawaii fashion and lifestyle trends with enthusiasm.
“Authenticity plays a crucial role in today’s purchasing decisions,” Figini points out. “Characters like Hello Kitty have evolved into powerful symbols of emotional design, resonating with the values of kindness, friendship, and positivity that consumers are consciously reconnecting with.”
Moreover, the kawaii aesthetic is helping break old stereotypes. “Cute and cool can coexist,” says Figini. Hello Kitty, once seen as a children’s icon, is now embraced by celebrities like BLACKPINK, Kim Kardashian, Dua Lipa, and Sabrina Carpenter. By blending nostalgic charm with contemporary fashion, Sanrio’s Hello Kitty and Friends universe bridges generations, empowering consumers to express their identity more freely across all aspects of life—from fashion and accessories to home décor.
Meanwhile, another major aspect of Japanese culture gaining popularity among young Indians is its rich tea tradition, particularly the rise of matcha.
Meher Kohli, Founder, Tokyo Matcha Bar, and Chef Rahul Ramnani, Partner and Executive Chef, highlight this growing trend, “After K-pop and K-drama, Japanese culture is on the rise in India, especially among Gen Z. One such fascination has been with Japan’s matcha tea culture, which is seeing a quick boom in India.”
Located in Bandra, Mumbai, Tokyo Matcha Bar is at the forefront of this movement, offering a dedicated menu with over 30 matcha-based creations. Their selections range from beginner-friendly milk-based lattes to indulgent frappes, fruity matcha pairings, and even an Indianized take like the “Fresh Lime Matcha.”
“As India’s disposable incomes increase and international travel becomes more accessible, urban consumers are expanding their culinary palettes,” notes Kohli. The allure lies not just in matcha’s distinct earthy flavor and health benefits, but also in its authenticity—something young Indian consumers are increasingly prioritizing.
This matcha boom complements the broader cultural wave driven by Japanese aesthetics: a desire for authenticity, emotional connection, and a sense of joyful ritual in daily life. Whether through kawaii fashion or a carefully curated matcha latte, today’s Gen Z and millennials are embracing Japanese culture not as outsiders, but as part of their evolving identities.
As Figini aptly puts it, “Everyone is searching for happiness and human connection—but for Gen Z and millennials, friendship and joy sit at the heart of their value systems.” The kawaii aesthetic and the love for matcha both fulfill a deep-seated need for positivity, creativity, and emotional comfort—turning everyday moments into celebrations of life.
SOURCE : NEWS 18
