McDonalds Japan Goes Kawaii

There is one adjective above all that currently sums up all things Japanese: “kawaii”, cute. In Japan, everything must contain a certain amount of cuteness or it is bound to fail. There’s even cutified dolls dolls in the likeness of the present prime minister! No celebrity (in Japan strangely enough called “talent”), no character, no company, no product, no food, no place can prosper without a certain dose of “kawaii”.

So I guess it was only a matter of time before McDonalds finally got the memo and jumped on the kawaii bandwagon. Their previous campaigns have been received very cooly by the dragon of Japanese consumers: high school girls. I wonder what their reaction will be to the new line up of kawaii McDonalds characters? Sorry for the lousy picture, my 20mm Nikon f2.8 lens wouldn’t go any closer.