Shizuka Fujioka
PHOTO BY KOHJI SHIIKI

Ambassador of cute

By Chris Betros and Satomi Honda

TOKYO —

Japan has ambassadors to more than 150 countries. Earlier this year, the Foreign Ministry appointed three more – “kawaii” (cute) ambassadors whose job is to travel abroad to introduce Japanese pop culture to young people in other countries.

One of the ambassadors is Shizuka Fujioka, 20, whose trademark high school uniform-like fashion has already proven a hit on her first official assignment abroad at the Japan Festival in Thailand in March.

Born in Ibaraki Prefecture, Fujioka says her dream was to be a ballerina, although she had a secret desire to go into show business. “However, in Ibaraki, I didn’t have any connections and didn’t really go as far as to mail in applications to agencies or anything like that, so I just continued doing ballet. I was scouted at Yokohama Station, which led me to enter the world of show business when I was 18.”

Fujioka’s first acting job was the role of a classmate in the TV show “Shika Otoko Awo Niyoshi.” “Then, one night in February, I was on an NHK program called ‘Kawaii TV’ and someone from the Foreign Ministry who had been watching it took a liking to me and chose me as one of the ‘kawaii’ ambassadors. At first, I felt anxious and worried at the idea of being an ‘ambassador,’ but I knew I was being given a huge opportunity and decided to change those negative feelings and show my true colors.”

So what does a “kawaii” ambassador do? “My duties include introducing Japanese fashion, in my case, by starting off with school uniforms,” Fujioka explains. “By doing so, I will spread the message to Japanese people that school uniforms are very popular abroad as well as within Japan, and also induce an interest in Japanese culture in the minds of people abroad. In Thailand, I visited an anime production company, attended a fashion show of Thai models and participated in a talk show with a Thai celebrity named Neko Jump.

“The Thai people kept saying ‘kawaii,’ which made quite an impression on me. They told me over and over that they think Japanese people are really pretty. They said they were jealous that Japanese girls could wear such cute school uniforms. In Thailand, since they sell Japanese magazines translated into Thai, they know of Japanese fashion and told me that they implement a lot of the styles in their own fashion, in not just their clothes, but also their nail designs, accessories and hairstyles. They think of Japanese girls as their source of reference in terms of fashion. In fact, Thai girls looked like Japanese girls—their fashion, and their white skin…the only thing that was different was that they didn’t speak the language. Their image of the typical Japanese girl was someone who has really white skin, a small face, pretty hair, and just someone who is really gorgeous in general.”

Being a cute ambassador is not a full-time job for Fujioka. She most recently released a photo book that shows different ways of styling school uniforms according to each brand. Fujioka models the various uniforms in the book. She says fashion is her main interest. “I love clothes; not just school uniforms, but regular clothes too. I don’t always wear school uniforms…after all, I am 20. I love wearing girly dresses that have lace designs on them, and particularly those that are pink or white. I normally buy anything that I think will look good in, and spice it up a bit with accessories.”

When she is not busy being a cute ambassador, Fujioka enjoys watching musicals, especially Takarazuka, and trying out new cafes and cake shops. “I have a sweet tooth, which I’m trying to control because I don’t want to gain weight. I’m also into darts and billiards right now.”

Fujioka says she is very happy that her new role is garnering a lot of media attention. “My parents always tell me that I shouldn’t be afraid of challenges,” she says.

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Latest 15 of 69 Total Comments Show All

tigris at 02:25 PM JST - 14th August

Have you been to Bangkok lately or other cities in the neighborhood there? Ask young people there... it is a real eye opener. Maybe that can convince you. Anything Japanese - current Japanese trends mentioned above, including cute fashion - not Japanese traditional stuff - is what it's all about. My Japanese lady can't believe it herself and in the meanwhile she is enjoying the popularity. (Just that you don't misunderstand: she's a bit older and herself not much into Japanese pop art.) Quite a change from 20 years ago when there were strong anti Japanese feelings. Taxes well spend. What you, or for that matter I think (anything kawaiiiiii gives me the shivers) - or our taste, is irrelevant. It's these kids who count.
tigris at 02:27 PM JST - 14th August

Last of my posts (2:25) is addressed to herefornow.
aelieth at 02:55 PM JST - 14th August

@biglittleman

Yeah, I agree with that and didn't dispute any of that in my post. Breast implants are becoming quite popular, and as you said, hair dye and other things too. Japanese girls may enjoy looking a little different sometimes, but the majority of American women are just... gah, poor America.

Trying not to get off topic here. :-P There are many cute Japanese ladies. I'm glad these ambassadors don't look too over the top. They represent more normal Japanese I think, and that's what an ambassador should do.

Tigris is right, it's selling and in a capitalist economy, you should try and sell, especially when the brand name is your country! Just don't go over the top is all. I for one am glad my woman is kawaii. She loves her Totoro and I don't mind my bathroom having the Totoro decor. I even walk around the house in fluffy snowmen slippers because she thinks they're so cute on me... don't tell anyone I said that. :-P
Redhots at 10:27 PM JST - 14th August

@KyotoChris and TokyoKake--Right on you two. I don't see what is negative with a cute girl doing something that isn't traditional in terms of an occupation. She's making money doing something fun, good for her! Wish I could do it but my country is vast becoming a land of women who want to look like men.
KyotoChris at 11:34 PM JST - 14th August

aelieth, I have to admit I rather like Totoro myself. :)
oberst at 10:48 AM JST - 15th August

randomenigma at 11:03 AM JST - 14th August

She needs thigh highs to perfect the look. ......................

right on, brother !!!!!!
biglittleman at 11:14 AM JST - 15th August

KyotoChris and Aelieth,

Did you know Totoro is the "God of Death"? Also the two children that was with him in the story are already dead.
Himajin at 06:54 PM JST - 15th August

I take it you haven't watched Totoro.....
drw1926 at 08:43 PM JST - 15th August

I have a feeling a Thai word that sounds like "kawai" means something completely different. In fact I seem to remember a Thai being amused by that word meaning pretty as to a Thai it meant ugly. If anyone who know the Thai language reads this, could they please either confirm or correct this statement?

Good thing this is Japan and not Thailand, huh? ; )
TokyoRoughGuy at 06:54 AM JST - 16th August

I think this is a great idea, and a great way to spend taxpayer money.
biglittleman at 10:28 AM JST - 16th August

@Himajin,

I have watched Totoro and read the book. I know for a fact that Totoro is the "God of Death". I take it you have done your research?
Himajin at 03:42 PM JST - 16th August

http://en.wikipedia.org/wiki/MyNeighborTotoro

Moderator: Back on topic please.
biglittleman at 05:33 PM JST - 16th August

Himajin,

Anybody can write a wiki page? Wiki has been proven wrong before. Try something better.
Himajin at 06:22 PM JST - 16th August

I did,the Mods deleted everything I put up.

The studio itself debunked it on their website, you'll have to look for it yourself, the three links I posted are gone.

And no, I don't have to try something better because you believe something nutty.....

Moderator: Please stay on topic.
KyotoChris at 10:04 PM JST - 17th August

I've watched Totoro and yes, I know what it means. That has no bearing on whether or not I like it.