How a melancholy egg yolk conquered Japan

vox.comvoxexplaingudetamasanriohello kittydisneyprincesskawaiicuteexplainerjapanww2japanesegloomy bearrilakkumakirimichanaggretsukosnow whitelittle mermaidlion kingkawaii culture

Gudetama, explained.

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When you think about the cuteness culture in Japan, the word “kawaii” comes to mind. The word, which signals more of a childlike sense of cute, came about in the 70s and it’s been used globally ever since. And Sanrio, the company that created Hello Kitty, has built an empire around the “kawaii” culture. Cuteness is a reaction. In Japan, the kawaii culture and concept is often linked to the country’s post-WWII years. The idea is that, because of its trauma and defeat, the country leaned into its vulnerability. Decades later— Sanrio’s new face of kawaii is an egg yolk with depression, questioning life. is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out to get up to speed on everything from Kurdistan to the Kim Kardashian app. 

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If Kylie Jenner handed a talking egg yolk to the protester, that would've made sense.
y'all forgot ero-kawaii and kawai kawaii. Look it up. Much kek will be had.
Razor Sharp
Great i'm a pessimist
gorrilaz: on melancholy-
Lucky Vine
Why are all the Sanrio employees at :46 - :55 white? Sanrio is a Japanese company. Whoever made that illustration was either wrongly informed or racist.
Lugn Et
Maybe it's because the yolk's on him?
coffee biscotti
I relate to gudetama and I love his voice I have some merchandise
LizadonTheYT LTYT
Even I am lazy as him, nobody call me cute.
Andrew Francisco
Wow, those bombs sure did a number on them.
peachy fine
graduating highschool in 2 weeks. feeling rather like gudetama.
From honorable warrior to delicate flower
Anything cute can get popular in Japan. It is a completely different world.
Avocadia Scarlet
I have this thing on a makeup bag I use as a pencil case my freind has a key chain of it on her marker bag. I clicked so fast on this because I'm a major Sanrio fan.
HeyItz Cassy
HeyItz Cassy
Vox : "You can find it on backpacks,cups"
Me : Yeah right. So NORMAL! Anything much cooler?"
Vox: " ...airplanes and credit cards."
Me: "Wait,wut?!?!?!?
we saw a section of shirts in the Philippines... let's just say we used a lot of pesos buying it. i literally got every kind of shirt
Lily B
I've been mispronouncing my favorite Sanrio character's name this entire time??? No, it must be youtube that's wrong.
"can't see the future"
Ume Sama
After seeing Paranoia Agent, I kind of lost the appeal of Kawaii, although I do understand why everyone (including myself) like it.
Tip of the Hat
I knew it was world war II its always world war 2 with japan.
Onnie Koski
Hey guys! Thanks for using my street snap from Harajuku! Great video! I love Gudetama! And exclamation marks!
Mark H
I think it is a conspiracy to teach the children to be that melancholy.
"It's an egg yolk, with a lil buttcrack"
Why am I laughing so harddd
I was watching a medieval video about fighting and now I get conquering eggs.
MKR Heisenberg
1:54 Now I know where Kawaii_Girl comes from.
iiBluu !
reason why Hello Kitty has no mouth? she speaks with her heart
Marcy Lynn
I think he is a Little like Garfield
Sidd oo
I am going out to the store. Does anybody want me to buy anything?
The music of the end 4:14 is so melancholic.
Nice! :)
Gangan Tamago
that was educational
where can i find the music you used in your video?
Loaf Breed
Anyone notice the crash bandicoot background track?
I find Vox more and more irresponsible with its journalism - trying to conflate unrelated concepts to make some point. What did the Disney stuff have to do with this? Do you think Japanese kids are actually really drawn to gudetama because they are sick of politics? I actually don't believe anyone looking from the outside-in can ever truly understand culture.
fidel alamsjah
gude tamatama
gude tamatama
gude gude gude tamaaaa

it's the official theme of gudetama
Adrag Ayrtanis
_________༼ ◦ ◦ ༽_______Killroy was here
William S.
So since Japan was bested at an immeasurable amount by America (naval superiority and nukes, etc.), a form of post-war Japanese pop-culture was to embrace its vulnerability as a form cuteness... So it's almost as if "kawaii" is a form of masochistic indulgence by the Japanese people as a trend, at least initially?
Hannah Zhao
HAHAHA you say all villians are dark? Read Berserk
You should at least make an effort to pronounce all these Japanese words correctly. When you are trying to say "kawaii", meaning "cute," it sounds like you're saying "kowai," which means "scary."
Caelan Doyle
I thought it was his butt
Abraham Martinez
Faggotry and autism at it's finest. smh miskeen
Justin Howell
🎶🎶🎵Just stop ya cryin', it's a sign of the times🎵🎶🎶
Eyore mixed with Garfield but Japan
gudetama is my spirt food animal
the princesses weren't cute
dara ortiz
i like my eggs sad and melancholic like their consumer
I got his stickers in my mystery bag at a recent con! he's adorable. commenters! help me pick where to put the stickers!!!
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