Ask John: What is Moe Now?

Question:
Given the evolution of the term, I suggest that it is time to update the “What is Moe?” column. I am prompted by having just finished “Koi Kaze,” whose character Nanoka Kohinata seems to me to epitomize the definition as it stands.

Answer:
I think that my introduction to the concept of moe, written two years ago, was accurate for its time, and is still valid today. So I’m not going to rewrite that article or cover the information in it again. Instead, I’ll try to discuss the phenomenon of moe as it exists today. Japanese fans have insisted for years that “moe” is a complex concept not easily summarized and not limited to a single genre or subject. I think that now the phenomenon of moe has become so prevalent and so diverse that foreigners can now recognize and agree with the theory that moe is a complicated principle.

If the initial concept of moe was more closely related to the speculated etymology of the word coming from “bloom” or “grow,” it is now equal parts “grow” and “burn,” another of its possible origins. The term “moe” now refers to a burning passion for something. While the most common form of moe used to be a protective adoration of sweet and innocent little girls, there is now maid moe, “megane” (glasses) moe, “skumizu” (school swimsuit) moe, idol moe, robot moe, and probably an infinite number of other specific varieties of moe. Moe has also become synonymous with cuteness. The personification of habanero pepper flavored potato chips, Kentucky Fried Chicken biscuits, and computer operating systems as adorable human girls is an example of moe. The Kishin Houkou Demonbane game and anime series has gone so far as to give the Necronomicon, the fictional ancient book of evil lore, the physical form of a pink ribbon and dress wearing adolescent girl. The Kabu de Iko! franchise uses button cute “moe” girls as illustrations in guide books on trading stocks and financial investment. The principle of moe has become so widespread and impactful in Japan that there are now books like Morinaga Takurou’s Moe Keizaigaku (Moe Economics) and Hotta Junji’s Moe Moe Japan which analyze the phenomenon of moe. Moe, in fact, may be a natural and inevitable evolution of Japanese, and specifically otaku culture.

I’m prepared to admit that I may be mistaken, but I think that moe differs from the concept of otaku. The term “otaku” implies an anti-social, self-absorbed, compulsive obsession for collecting data about a particular topic. The concept of moe seems to describe a marginally more socially acceptable obsession. In fact, Higurashi no Naku Koro ni anime TV series episode 5 even refers to two young boys being “moe” about two cute young girls. In other words, the boys adore the two girls. Moe is both something adorably cute, and the action of being fascinated by something. The concept of moe may have developed in part as a method of justifying male interest in un-masculine subjects. The idea of moe being an interest in cuteness legitimizes male otaku being interested in cute and sweet shoujo characters and anime like Card Captor Sakura, Sailor Moon, Pretty Cure, and Fushighiboshi no Futago Hime. Grown men don’t need to feel ashamed of liking small, soft and cute things because the fascination is “moe.” It’s not an overtly pedophile and sexual urge, although it may stimulate similar pleasurable sensations. Moe for cute and innocent girls in manga, anime, and computer games is similar to the natural reaction of seeing a kitten. It’s a natural fondness and compassion for something petit and soft and cute.

Contemporary Japanese culture has been labeled a “culture of cute.” For at least the past 30 years Japanese businesses have had cute cartoon character mascots. Japan is the birthplace of Hello Kitty and Pocket Monsters. This obsession with cuteness may also partially explain the development and popularization of moe. The establishment and popularization of maid cosplay cafes in Tokyo’s Akihabara district may be seen as a development of the anime and manga industries. It may also be a real life extension of Japanese society’s preoccupation with service, politeness, and cuteness. Moe seems to be the result of Japan’s mainstream fascination with cute and petit things merging with the anime, manga, and game otaku communities evolving into a socially recognized and grudgingly accepted social movement. If otaku are too fringe to be incorporated into Japanese society, moe fans seem to sprout from within, as a strange but generally accepted segment of Japanese society. I don’t know if or how the concept of moe will develop and change, but I think it has become rooted firmly enough in contemporary Japanese culture that it’s not going to evaporate.