A few days ago, I forwarded something about criticism of Fukuoka's Kawaii (or "C…

A few days ago, I forwarded something about criticism of Fukuoka’s Kawaii (or “Cute”) Ward (カワイイ区):

http://www.facebook.com/Kumamotoi/posts/344291785681115

Today I happened to take a look at Fukuoka City’s web site looking for other information and noticed that Kawaii Ward is feature prominently. The page that explains what Kawaii Ward is opens with this sentence:

“「福岡は女性がカワイイ」福岡を訪れる人からよく聞く言葉です。”　("‘The women of Fukuoka are kawaii [cute].’ This is a comment one often hears from visitors to Fukuoka.") http://kawaiiku.jp/about_kawaiiku

Here’s a definition of “kawaii” in a dictionary I have:

“小さいもの、弱いものなどに心引かれる気持ちをいだくさま。"（“Attraction to things that are small and weak, etc."）

Toward the end of the “About Kawaii Ward” page, they say that it’s not just about looks but rather about all aspects of one’s being (ways of thinking, speaking and behaving, etc.) causing people to feel itoshii toward the women. Here’s a definition of itoshii:

“大事にして、かわいがりたくなるさま。” “Something or someone you want to take care of [kawaigaru].”

The example sentence is 「どの子犬も—•く思う」(“We all want to take care of puppies.”)

So, “women are small, weak, and need to be taken care of, and that’s how we will promote Fukuoka.” No wonder they are being criticized! This is the best example of what is problematic about Japan’s cult of cuteness that I have come across.