Kawaii is a Japanese cultural uniqueness that attracts attention around the world. This study focused on pink as a typical kawaii color. The goal is to clarify the relation of preferences in pink colors and fashion taste. Four pink colors were selected and used in our questionnaire to collect data about most kawaii and most favorite pink colors as well as the behavior in using pink items in 2020 and 2021. From the questionnaire results, we obtained tendencies of the pink colors for the most kawaii and the most favorite as well as their relationship with fashion trend. Finally, we clarified the pink color that have constant trend over time and the one that tends to be influenced by annual trend. The results suggest that different pink colors may give different impressions according to the annual trend. The results from this study contribute to the fashion industry.
Tipporn Laohakangvalvit, Keiko Miyatake, Peeraya Sripian, Michiko Ohkura
