I suddenly remembered how the word “kawaii” had become a catchphrase that was always uttered by girls who were empty-headed, interested only in trendy clothes and fashion, and completely incapable of studying—saying it as “ka-wa↗︎i-i.”
Originally, the term “girl” referred to young women aged 14 and older.
Once you’re an adult, the formal term is “woman.”
But now, even 3-year-olds in elementary school or younger are called “girls,” so in the year 2026, I find myself wondering, “What on earth happened?”
I’ve always believed that it’s fine for the Japanese language to evolve.
“Correct” Japanese is necessary in certain situations, and abbreviations exist because they serve a purpose.
The phrase “feels bad” may have started with my generation, or it was used by the people who produced the TV shows we watched back then.
If you formally write this as “feels bad,” it becomes “feels bad.”
This describes a very serious judgment that can no longer be corrected.
It conveys the message, “I will never see that person again.”
“I won’t meet them” is a decision made solely by the speaker, whereas “I have no intention of meeting them” conveys an atmosphere where both the speaker and others have judged that it’s only natural not to see that person again.
If you remove the “ga” and write it as “feels bad,” it instantly takes on a bright, light, and crisp quality.
Japanese, like English, has a limited number of possible word combinations, which is why slang like this—with its omissions and contractions—emerges.
So when I write “feels bad,” I’m either writing from the sensibility unique to the Silent Generation or describing content characteristic of that generation.
I recalled how “Ka-wa↗i-i” had become a catchphrase inevitably uttered by girls who were empty-headed, interested only in trendy clothes and fashion, and incapable of studying—and then I thought, “Huh? I was surprised to realize that no further information had emerged on this. In fact, I think no one had ever explicitly articulated that the word “kawaii” actually originated as a translation of the exclamation mark “!”—used when seeing something cute, a print design, or lace—and that it later evolved, starting from childish tastes, into a term used to justify our inability to ever truly mature, even as adults who remain “girls” or “young women.”
In reality, among the Silent Generation during their youth, they used a single word—“kawaii”—to describe “cool,” “sharp,” “rich vibe,” “celebrity,” “gorgeous,” “sexy,” “wild masculine charm,” “vibrant,” and “shining”—all encapsulated in a single word: “kawaii.”
“Kawaii” is the umbrella term that encompasses all of these.
For some reason, this caused quite a stir back then. I recall that people were especially surprised because I wrote about the elegance of women’s social circles—despite having few personal connections—in a chic, detached style.
Eventually, it became “Kawaii” or “KAWAII,” and then “Kawaii” (in this spelling, it’s an expression with a strong sense of sophisticated design).
As you can tell from these elements, I don’t use “kawaii” very often.
It’s probably because it carries an air of tacky, childish immaturity—like that of a child under six.
For some reason, it had become “Kawaii City”—the name of the town where I live, made famous by that anecdote involving FUK and Noel Gallagher.
I found out about this later and was really surprised by how bold a move it was. But back then, for some reason, there were a lot of women in my town, and with the hip-hop culture—which incorporates female-specific slang and allows you to convey multiple meanings all at once through its wall art—creating a wonderful atmosphere in the town, whoever decided on the name probably thought a new trend was emerging here.
Apparently, that’s why the “Kawaii City” project was scrapped.
According to the news article, that women’s rights group never issued any official statement afterward, and eventually, the group disbanded.
As explained above, that’s the reason behind the name “Kawaii City,” so there’s no way that’s true.
And since I’m the one who noticed this and reported it online, I can assure you I’m not mistaken.
I wouldn’t know why they didn’t explain it unless I asked the person in charge, but the town where I live has long had a strong culture of male chauvinism.
I also think it reflects a sense of celebration—the realization that the town is beginning to break free from its patriarchal culture, that this term, though commonly used, had gone unnoticed until now, and that it has been chosen as a new defining characteristic of the town.
Eventually, at the very end of the distant, distant future, it turned out that the place where people first realized this term had actually originated was the high school in my town where women began receiving a full-fledged education.
Setting aside whether something like this will happen in the future or not.
In the case of “Kawaii City,” if you were to explain it like this—saying, “No, that’s not right; this is actually a new slang term used in this way.
Moreover, it’s the greatest common denominator”—
I think that would dispel the other people’s concerns.
However, if they were to reply, “No, I’ve been hurt for a long time by being told I’m not cute, so I don’t want a term related to appearance attached to my place of residence,”
I would like the person in charge at the local government to contact me via email.
If you try to explain and receive a shocking response, please officially contact the person who first introduced the term, and I will come to take responsibility as described here.
I believe this would serve as a good example of how to handle the situation.
If they were to say, “I’ve been hurt for a long time by being told I’m not cute, so I’d hate it if my place of residence were labeled with a term related to my appearance,”
If they were to say that to my face again,
even if it’s a municipality with a deeply sexist culture, if you firmly believe there are municipalities that would post a sign saying, “If you don’t think you’re cute, please don’t live here,” then—even though I’m just an amateur—I plan to talk about my alma mater and its founder, explaining that I was the one who introduced this phrase’s evolution into slang on the internet.
I feel sorry for the underclassmen having to be lectured by a former student like me—a real underachiever—but I intend to stand my ground calmly and confidently, without backing down an inch, and demonstrate through my attitude: “Do you really think we’d engage in everyday conversation that perpetuates male chauvinism?”
The official flower of the city where I live is the hibiscus, and white hibiscus blossoms can be seen scattered throughout the city.
In this area, the “Tobiume”—a white plum blossom associated with Lord Sugawara no Michizane of Dazaifu Tenmangu Shrine—is famous.
So, if I were to give my hometown a nickname, wouldn’t “Blanche” or “Blan City Fuk” be fitting?
I’ve heard there are people who liken the town where I live to Paris.
It’s not nearly as beautiful or stylish as that, but the younger generation is learning to make organic wine from their fathers, and young people gather at small bars or supply that wine to the renowned restaurant Yorgos.
Due to airport regulations, tall buildings couldn’t be built until recently, but in fact, behind the airport, on Saturday and Sunday evenings, couples and young girls carried on their fathers’ shoulders would come to watch the planes land.
Even now, the airport has a spot set aside for people to spend Sunday evenings atop the spiral staircase.
As the sun eventually sets and the planes are transformed by beautiful lights, tiny blue lights bloom all around the airfield, making it look just like the “Polarno Square” from Kenji Miyazawa’s fairy tale.
The white aircraft arriving there must look like a white ribbon when viewed from above.
Looking down on the airport, you’ll see that, surrounded by tiny blue flowers, it looks as if a single white flower is blooming.
“Blanche City” reveals the reason for this only at night.
Are You Listening Yet?
That my town has been given a new name.





