Date of Publication

7-2025

Document Type

Master's Thesis

Degree Name

Master of Arts in International Studies major in Asian Studies

Subject Categories

Asian Studies

College

College of Liberal Arts

Department/Unit

International Studies

Thesis Advisor

Mark Inigo M. Tallara

Defense Panel Chair

Brian U. Doce

Defense Panel Member

Evangeline Katigbak-Monto
Royce Lyssah-Malabonga

Abstract/Summary

This study examines the cultural exchange between Japan and Taiwan, framed through the global spread of Kawaii culture, specifically focusing on the Hello Kitty brand. As a key symbol of Japanese cuteness, Hello Kitty served as a lens through which the broader influences of Japanese pop culture (J-pop) were understood within Taiwan. The study used Appadurai’s scapes framework to analyze the specific modes of exchange that enabled Hello Kitty to transcend boundaries and become integrated into Taiwanese society. These scapes provided a nuanced understanding of the mechanisms of globalization, illustrating how cultural products move, adapt, and resonate within local contexts. By observing these pathways, the research highlighted how Hello Kitty was not only localized but also contributed to creating a hybrid cultural identity in Taiwan. Through socio-cultural history perspectives, this study established itself within the discourse of East Asian cultural exchanges, demonstrating how cultural icons like Hello Kitty shape the evolving relationship between Japan and Taiwan while contributing to the narrative of cultural globalization.

Keywords: Globalization, Kawaii Culture, Hello Kitty, Japan-Taiwan Relations, Cultural Exchange, Japanese Pop Culture, Appadurai’s Scape

Abstract Format

html

Language

English

Format

Electronic

Keywords

Globalization; Cultural relations; Japan—Foreign relations-Taiwan; Taiwan--Foreign relations--Japan; Popular culture--Japan; Popular culture--Taiwan

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Embargo Period

7-13-2025

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