Kawaii is often described as colorful, imaginative, and wildly creative. It’s a world of pinks, playful characters, layered textures, and fearless self-expression. But beyond the visual spectacle, what does Kawaii really mean?
In a thoughtful conversation, artist and visionary Sebastian Masuda shared his deeply personal understanding of Kawaii—along with insights into his creative process, his love of performance, and his advice to young creators.
Listen to this Episode on Bloomerangas Podcast 🎙️
Subscribe to the Bloomerangas Podcast
Kawaii as an Inner World
When asked what Kawaii means to him, Masuda’s answer was unexpectedly intimate. For him, Kawaii is like a little world inside himself—a microcosm that does not hinder other people’s lives or intrude into their inner homes. It is something he carries within.
Rather than defining Kawaii as simply an aesthetic, he describes it as a personal universe, an internal sanctuary. It’s not about imposing a style or overwhelming others. It’s about nurturing a space within yourself that feels authentic and joyful. Everyone has their own “inner home,” and Kawaii is his.
The Power of Live Performance
Masuda is known for working across multiple disciplines—fashion, installations, music videos, exhibitions, and large-scale experiences. When asked whether he has a favorite medium, his answer was clear. As a means of expression, he most enjoys organizing live performances. Having worked in theater earlier in his career, he finds that performance brings immediacy and energy. It allows art to unfold in real time, directly in front of people. For Masuda, live performance is where his ideas feel most alive.
The Many Faces of Pink
Pink is central to Kawaii, but for Masuda it is far from simple. There are many shades of pink—not only gentle pink, but also wild or even intense pink. In the beginning, he used sharper, stronger pinks because they expressed more powerful emotions.
Pink carries a wide range of meanings. It can be soft, rebellious, playful, or powerful. Although black and white are also important colors in his work, pink remains one of the most expressive. Its variety allows it to communicate different ideas, making it an essential part of Kawaii fashion and his personal artistic language.
Starting with the Message, Not the Visual
In an aesthetic so rich with fantasy and character, Masuda does not begin with visuals. His process starts with the message. He begins by thinking about the idea he wants to convey and writes it down. He verbalizes the concept before any images are created. The visual elements come afterward.
His studio in Tokyo is filled with materials gathered from all over the world. Once he expresses the message, his team selects materials that align with the concept. Even so, his own vision remains central in shaping the final result. Every colorful explosion and layered detail is rooted in meaning.
Working Across Cities and Continents
Earlier in his career, Masuda worked physically in his Tokyo studio alongside his team. After moving to New York, his process expanded to include remote collaboration.
Today, his team may select materials, send photos, and exchange emails as they refine ideas together. Several times a year, he returns to Tokyo to complete final arrangements in person. The creative dialogue continues regardless of distance.
What Is Cuteness?
When asked what “cuteness” means to him, his answer was beautifully simple: the cutest thing is to feel happy.
He loves color, and color makes him happy. That happiness itself is cuteness. At its core, Kawaii is not superficial—it is emotional. It is about joy.
Beyond the Gallery: A Restaurant as Art
Masuda is currently working on a restaurant project in Paris, and he sees this not merely as a business venture but as an extension of his artistic philosophy.
Art, he explains, is only one part of his life, and seeing art only in a gallery is not enough. By creating a restaurant, he can bring art into everyday experience. People can enjoy visual expression while eating, communicating, and spending time together. It becomes a triangle of art, food, and human connection. He is not interested in simply opening a restaurant; he wants to create a space where people experience art as part of living.
Freedom Within Structure
With so many ideas and formats—museums, fashion, music videos, restaurants, installations—how does he balance creative freedom with structure?
His answer reveals the consistency beneath the variety. He always works with the same concept; only the output changes. Whether it becomes a museum exhibition, clothing collection, or immersive space, the core idea remains steady. Because the foundation is clear, translating it into different forms does not feel chaotic. The structure comes naturally from the concept.
Looking Toward Europe
Having already explored museums, fashion, art direction, and music videos, Masuda feels he has experimented with nearly every format. What excites him now is using these media more extensively in Europe.
He dreams of large exhibitions in major European museums, directing well-known artists, or even creating a theme park. The media may not be new, but the cultural context would be. He is curious to see how European audiences will respond to his vibrant aesthetic and philosophy of color.
Advice for Young Creators
For young creators and designers just starting out—especially those who love color and want to build their own imaginative worlds—Masuda offers one essential piece of advice: believe in what you are doing and never give up.
It may take one year, two years, or even ten years. But if you continue believing in your idea and in yourself, the dream will eventually come true.
Kawaii began as his inner world, a small and personal microcosm. His journey is proof that when you protect and nurture that inner world with conviction and patience, it can grow into something the whole world is invited to experience.
