Japanese Kawaii Culture in Paris

Empire Entertainment’s Tokyo-based Asia Division recently introduced Japanese Kawaii (“cute”) Culture to Paris with a tour of Kawaii fashion ambassadors during the peak of Paris Fashion Week.

The Tokyo Crazy Kawaii Committee chose Paris, France because of its influence in world fashion and beauty and the fact that France hosts the highest number of annual visitors in the world.

Kawaii is a word that means “cute,” but it also contains other nuanced meanings such as having a generous attitude towards others or being accepting of various styles. With this three-day convention, simulating a mini Tokyo through fashion, food, music, and anime, Tokyo Crazy Kawaii Paris was successful in promoting awareness of such aspects of Japanese culture and creativity to large and influential audiences in Paris.

Empire Entertainment was responsible for bringing Kawaii to Paris by coordinating and directing a 109 Booth, which simulated 109, the iconic teen-fashion shopping mall in Tokyo.

The event was a huge success and attracted large crowds each day. A follow-up event has already been scheduled for 2014.