Sebastian Masuda

<p>This book is the first biographical account of Sebastian Masuda written in English. Sebastian Masuda is a Japanese creator and artist who is globally known as the king of Japanese Kawaii (cute) subculture which originated in Harajuku. His continuous pursuit of the concept of kawaii is his lifetime passion and mission and his work is always characterized by bright neon colors that led to the emergence of Decora fashion. He wears several hats in the field of fashion art and entertainment and uses colorful and kawaii elements as his creative foundation. He treats kawaii styles as explicit non-violent forms of rebellion and resistance like many other youth subcultures in Japan that express themselves in unconventional fashion. One needs courage to walk down the street wearing bright flashy clothes and accessories from head to toe.<br /> As an artist Masuda has created prominent art pieces such as a giant Hello Kitty sculpture in New York and a giant Doraemon statue made out of fluffy yarn in Singapore. As a designer he has designed the décor of Kawaii Monster Café in Harajuku and Sushidelic a sushi restaurant in New York. He also runs a store 6%DokiDoki which has its own clothing line. As an entertainment producer he has collaborated with Kyary Pamyu Pamyu a Japanese singer and pop culture icon and produced her first music video.<br /> This book traces a strong impact of Masudaʼs difficult and lonely childhood and upbringing and complex family background on his creative endeavors that attract millions of youngsters that are also going through personal hardships. Masuda went through his teenage years spending time alone in the library reading books which made him observant and perceptive. This book also delves into his deep understanding of kawaii with intricate layers of interpretations which are often misunderstood and misconstrued as simply being cute girlie and infantile. Kawaii is not just an adjective but a lifestyle philosophy and ideology.</p>