Sebastian Masuda, the godfather of Japanese Kawaii culture

This is an interview with Yuniya Kawamura, author of Sebastian Masuda

 Q1: Can you explain who Sebastian Masuda is to those who are not familiar with his work?

He is known as the Godfather of the Japanese kawaii (cute) culture which originated in Harajuku, one of Japan’s most famous fashionable districts. It is a home to many youth subcultures, such as Lolita, Decora and streetwear and is also a mecca for subcultural followers and enthusiasts. Masuda is known for his use of bright, neon colours which metaphorically symbolise optimism and a bright future.

Q2: Why did you decide to write about Sebastian Masuda?

It was very fitting to publish a book about Sebastian Masuda in 2025 because this year commemorates the thirtieth anniversary of Sebastian Masuda’s iconic shop, 6%DOKIDOKI, launched in Harajuku in 1995. I knew he was an influential member of the Harajuku’s kawaii community and fashion characterised by kaleidoscopic colours, and I have always been fascinated by Japanese youth subcultures with distinct aesthetic expressions found on the streets of Harajuku, which is now a globally famous neighbourhood that produces unique styles. Masuda is undeniably one of the most important and major creators and producers of the kawaii culture.

Q3: How did Sebastian Masuda turn a negative into a positive in his life?

Because of his hearing difficulty during childhood, Masuda’s ability to visually take in colours was strong and sensitive, and he was able to recreate and reproduce his stimulating visual experiences in his creative work. In addition, his empty and lonely days after high school turned out to be fruitful because of his discovery of Shuji Terayama, a Japanese playwright, whose books he voraciously read in the local library. To this day, Masuda’s creative activities have been influenced by Terayama. Furthermore, when he was a young struggling artist, he did not get any positive feedback from the art critics and that forced Masuda to open a small gallery space which later became his own shop. If his creative work was appreciated and approved by the mainstream art world, he would not have opened his shop, and 6%DOKIDOKI would have never existed. One needs flexibility to adjust to these unexpected events and circumstances, and that is exactly what Masuda has been doing. He had never lost the drive to pursue his big dreams and turn a negative into a positive.

Q4: What message did you want to convey to the readers through Sebastian Masuda’s work?

Through my book, readers will understand the concept and depth of kawaii through his activities and accomplishments both in Japan and around the world, which is often misunderstood as something that is simply childish and infantile. Kawaii, which is translated as cute in English, is not merely an adjective but is an ideology, philosophy and lifestyle with multiple layers of deep and intricate meanings. The colours have the power to change not only one’s personality but also attitudes towards life; they can also save a person. Some of his dedicated followers relate to his difficult and complex childhood and adolescent years. He paints and energises the world with psychedelic colours which are his creative foundation and artistic weapon.

Q5: What do you think readers will take away from this book and his life experience?

Masuda represents the voices of today’s youngsters who are feeling lost and disillusioned. This book is not just a life story of Masuda, but it is also a textbook for those who find it difficult to fit into this complex society where people appear to be deeply connected in the virtual space but are, in fact, disconnected in their personal and non-virtual life. Having a sense of belonging defines one’s identity, but it was something that Masuda struggled to find in his younger days. His experience is surely relatable to many around the world. He is a spokesperson for today’s youth who live in a society full of dilemmas, contradictions and hypocrisies. Many readers will be inspired by Masuda’s philosophy and ideology and have much to learn from his work and life.

Q6: Why did Sebastian Masuda relocate to NY?

Masuda wanted to globally spread his slogan ‘Colour the World’ and hopes to bring peace to the world with his trademark neon colours and kawaii images. He is determined to disseminate Japan’s kawaii culture and has been making an attempt to transcend the national boundaries and identities while getting rid of the geographical confines of Japan. And New York is the best place to do that. He has shown to the world that people can communicate through colours which serve as a non-verbal communication tool.