The first ENGLISH biography of our founder and designer, Sebastian Masuda: Japanese creator and artist renowned for shaping the global “Kawaii” subculture, exploring his journey, creative impact, and the deeper, rebellious meanings behind his colorful, neon-infused work.

Sebastian Masuda is a Japanese creator who is widely regarded as the father of the Japanese "Kawaii" (cute) subculture, which originated in Harajuku. His work is distinguished by the brilliant neon hues that influenced the development of Decora fashion. He works in fashion, art, and entertainment and bases his creativity on colorful and kawaii themes.

As an artist, Masuda has created prominent art pieces, such as a giant Hello Kitty sculpture in New York and a giant Doraemon statue made out of fluffy yarn in Singapore. As a designer, he has designed the décor of Kawaii Monster Café in Harajuku and Sushidelic, a sushi restaurant, in New York. He also runs a store, 6%DokiDoki, which has its own clothing line. As an entertainment producer, he has collaborated with Kyary Pamyu Pamyu, a Japanese singer and pop culture icon, and produced her first music video.

This book, written by Yuniya Kawamura, professor of sociology at the Fashion Institute of Technology (FIT) in New York,  explores how Masuda's difficult and lonely childhood and upbringing, as well as his complex family background, influenced his creative endeavors, which continue to inspire millions of young people facing personal challenges. Masuda spent his teenage years alone in the library reading books, which helped him become more observant and insightful. This book also digs into his in-depth understanding of kawaii, which is frequently misinterpreted as just being cute, frilly, and "for kids". Kawaii is more than just an adjective; it's a lifestyle, philosophy, and ideology!