This presentation is a part of an on-going project to investigate the obsession with a youthful appearance that is observed in Japan and other countries. In Japan, childishness and naivety are valued along with a young appearance, which may not be seen in Western countries. This presentation presents France as an example of a Western country for comparison to this Japanese cultural phenomenon. We selected Japan and France because they are both considered fashion-conscious countries. Further, Japan’s Kawaii culture has been consumed by some young French people in the last decade.

One of the presenters will examine how Kawaii culture has influenced the youth consciousness within French society, while the other presenter will discuss the emergence, social background and spread of childish, naïve culture in Japan. The project will analyse cultural practices including the popularity of ‘idol’ singers, kawaii-style anime and manga, fashion, etc. However, this presentation focuses on how the desire for a youthful appearance is reflected in magazines and digital media in Japan and France.

The desire to look young is observed among men and women, yet this presentation focuses on how women are portrayed in magazines and digital media. Women portrayed in male-oriented magazines reflect men’s gaze on women, while women’s gaze on women is observed in women’s magazines. The presentation attempts to compare the gaze of men and women in Japan and France and evaluates the differences and similarities between the two in each county.