The Harajuku-based brand KAWAII MONSTER CAFE has announced a traveling store, KAWAII MONSTER SHOP. As the project’s first event, a Halloween pop-up shop named ‘KAWAII MONSTER SHOP - Colorful Halloween’ will open for 10 days starting October 19 in the birthplace of the brand, Harajuku.   KAWAII MONSTER CAFE is an entertainment restaurant that embodies the vibe of Harajuku in Tokyo, a town that swallows fashion and culture from places around the world and reimagines them into unrestrained originality. Originally opened in 2015 and produced by artist Sebastian Masuda, the colorful and crazy space offered photogenic food and drinks, and guests were served by the iconic Monster Girls clad in future Harajuku fashion. It became a ‘new Tokyo landmark,’ attracting over 700,000 visitors from both Japan and abroad. Even after the restaurant closed in January 2021, its one-of-a-kind concept has lived on in pop-up shops, events, and collaborations with various brands and creators.   The pop-up shop, open in Harajuku for a limited time starting October 19, offers food and drinks, merchandise, special experiences, and photo spots themed around the spooky Halloween season. Additionally, a collaboration with the popular Harajuku accessory store 6%DOKIDOKI will be held from October 19-22. Colorful hair accessories will be on sale, and shop girls with Monster Girls makeup experience will be giving seasonal makeovers to visitors.  

■FOOD & DRINK

During the first half of the event, the pop-up shop will be serving food made in collaboration with the hot dog specialty restaurant HOTDOG CAFE STAND STATION TOKYO. The limited-edition menu includes the crazy Monster Dog, consisting of a monster holding a sausage in its mouth, and the monstrous Philly Cheesesteak, made with juicy tenderloin and tons of cheese.   The second half of the event will feature the Colorful Pop Burger Blue Monster (Teriyaki Chicken) from KAWAII MONSTER CAFE’s popular menu, along with French Fries with Monster Dip served with five different colorful sauces. Visitors are welcome to get into the Halloween spirit by enjoying the Monster Float during the pop-up event. <10/19~10/22 Exclusive Menu> Monster Dog: ¥880 (Tax Included) *In collaboration with HOTDOG CAFE STAND STATION TOKYO Philly Cheesesteak: ¥1,350 (Tax Included) *In collaboration with HOTDOG CAFE STAND STATION TOKYO   <10/26~10/31 Exclusive Menu> Colorful Pop Burger Blue Monster (Teriyaki Chicken): ¥1,200 (Tax Included) French Fries with Monster Dip: ¥700 (Tax Included) Monster Float: ¥800 [Rose/Passionfruit/Kyoho Grape]  

■GOODS

New KAWAII MONSTER CAFE goods will make their first appearance at this pop-up shop! Guests can visit the Sweets Factory to create their own candy assortment by filling their favorite containers with chocolates, gummies, and other goodies. Harajuku Icing Cookies will also be available in collaboration with SHONPY, a popular cake shop. Be sure to grab some incredible souvenirs!   In addition, popular KAWAII MONSTER CAFE collaboration items from years past will be available, along with adorable plushies from the globally beloved brand Ty. Visitors can also snag some unique zipit pouches and flexible PLUS PLUS blocks starting October 26.  

■EXPERIENCE

During the event, KAWAII MONSTER CAFE’s iconic Monster Girls and the character Choppy will greet guests and take photos, as well as shoot cute Halloween-inspired videos together. Visitors wishing to be transformed into Monster Girls themselves can speak to the store girls, clad in Decora fashion and rocking accessories from 6%DOKIDOKI. These ladies will provide POP Harajuku Monster makeovers featuring original tattoo stickers and unique hair accessories to get you ready for Halloween.

■PHOTO SPOT

At the event, guests will find the 3-meter tall Sweets Cake Balloon inspired by the Sweets-Go-Round Cake, the symbol of KAWAII MONSTER CAFE. Surrounded by colorful decorations and captivating monsters, visitors are sure to leave with plenty of special memories. Guests of all ages are invited to spend the Halloween season surrounded by the unique wonders of Harajuku!

Sebastian Masuda to open SUSHIDELIC, a new sushi restaurant in Soho, New York City. The location will open on June 28, 2023.

“King of Kawaii” Sebastian Masuda, creator of Harajuku’s “KAWAII MONSTER CAFE,” loved by celebrities around the world, has created a new restaurant concept  in New York City

Enjoy an Immersive Kawaii Experience

Featuring a Menu Developed by Japanese Chefs and Supported by AUTEC, Inc.

 

Opening in SoHo, the Trendiest Neighborhood in New York City

SUSHIDELIC is scheduled to open at 177 Lafayette St. in the heart of the SoHo area, where the latest fashions and trends are born and where many fashion brands have opened their flagship stores.

We will keep you updated with the latest information as it becomes available. Please look forward to the chemistry between “Sushi” and “Kawaii,” two of Japan’s proudest exports.

Sebastian Masuda

From September 30 until October 2, 2022, artist Sebastian Masuda will present a hands-on live performance work titled Polychromatic Skin - Minitsukeru, nugisuteru at kagoo in Kitakagaya, Osaka. 

Masuda, who currently resides in New York, is returning to Japan temporarily to prevent this colorful and experimental participatory live performance, inspired by the street style of the 90s. The title of the artwork is pulled from the artist’s intention to break through and liberate people’s unconscious stereotypes that stand in the way of gender freedom. This work is the second in a series following Polychromatic Skin -Gender Tower- and Polychromatic Skin -Gender Wall- to be exhibited at Roppongi Art Night 2022.

The theme of this art piece is ‘wearing something by taking it off.’ Audience members will participate in the live performance by wearing masks, tops, and bottoms based on the idea of androgyny, or the body of a human before it is divided into male or female. 

Upon entering the art space, guests will be surrounded by live music consisting of drums and violins and visuals, while being invited to act accordingly to create their own art. Each session lasts 60 minutes, and participation in the live performance must be reserved in advance. Tickets to view the works without participating in the performance will be sold at the venue on the day of the event.

The performance will take place at kagoo, a former warehouse space in Kitakagaya, an artistic area of Osaka. A free area at the entrance will feature a pop-up store filled with Sebastian Masuda’s art, along with items from 6%DOKIDOKI, a popular Harajuku apparel brand celebrating its 27th anniversary in 2022.

   

<Comment from Sebastian Masuda>

“In Brooklyn, New York in 2018, I wandered off to go to the restroom at a club. The male and female signs on the restroom doors had been smashed together, and the sign only said ‘non-gender.’ Bewildered by the unexpected instructions, I opened the door with the usual color and found a completely different sight than I was expecting. Shocked to realize that there were stereotypes hiding unconsciously within me, I returned to the club floor to find the space is as fun as ever. Since then, I’ve wondered if there is a way to break the stereotypes I have. I can’t stop thinking about it. 

Is breaking down the walls the only shortcut? The right answer is inside all of us. Sometimes, to see the truth, you just need to put something on. Cast off the self by taking it off.”

 

Sebastian Masuda, known as the “father of kawaii,” moved to New York City in 2022 to be more active in the Big Apple while continuing his activities in Tokyo.  His first event since moving to the city will be the COLORS FOR PEACE charity art exhibition, which will be held at the Mizuma & Kips gallery on Manhattan’s Lower East Side from July 29 until July 31. A portion of all proceeds from the sale of artwork and donations collected will be donated to the Ukrainian National Women’s League of America, a human rights organization supporting those whose lives have been impacted by war.   Masuda wanted people to think about peace, which is the theme for the COLORS FOR PEACE exhibition. The showing will feature artwork in four primary colors–blue, yellow, green, and pink.   Along with original paintings and lithographs, the exhibition will also feature a bed installation where guests can freely relax. Visitors will be able to think about the people whose peaceful daily lives are threatened by the ongoing war, and will be able to support them through art.   An opening reception for the event will be held on the evening of July 29, and reservations are open now. More information will be announced on Masuda’s social media accounts, including when the artist himself will appear.    

Comment from Sebastian Masuda

“COLORS FOR PEACE is an event with a very straightforward theme, and that is for guests to think about peace. Close your eyes. Imagine it. Understand it. Understand how wonderful it is that you can sleep in your own bed at home tonight. We all know how comfortable it is to be able to sleep in our own bed, with our own sheets that have our own scent.   Through my activities over the years, I’ve come to realize that the ‘kawaii’ movement is one of the best ways to inspire peace. It helps us to understand each other, and the bright and vibrant colors make people happy, both in Japan and around the world. I hope that the COLORS FOR PEACE venue will be filled with many smiling faces and that it will transcend race, religion, age, gender, and all other borders.”

Jeddah Season 2022, a cultural entertainment festival in Saudi Arabia, ran from May 2 until July 2, 2022. During the festivities, a special collaboration concert event featuring MONSTER GIRL from KAWAII MONSTER CAFE in Harajuku and RAM RIDER took place at the Anime Village area, an interactive event filled with popular Japanese IPs produced by Avex.    This was the first overseas collaboration with musician RAM RIDER, who worked to bring the world of KAWAII MONSTER CAFE to life. The audience was thrilled by this special set that included a stunning dance performance directed by content director Harris and a DJ set by RAM RIDER that included a variety of popular anime tracks. KAWAII MONSTER CAFE was a popular Harajuku entertainment restaurant loved by tourists and locals alike. At Jeddah Season 2022, MONSTER GIRL’s presence took the audience by storm, and the performers strolled around the venue taking photos with fans.At the Anime Village, fans could engage with tons of popular Japanese IPs like Boruto, Captain Tsubasa, Godzilla, Pac-Man, and many more. For the first time in the Middle East, a giant Gundam diorama measuring approximately 6 meters was put on display. The entrance gate was inspired by the Kaminarimon gate in Asakusa, and visitors could enjoy Japanese food in a futuristic environment.    The Anime Village managed to bring Japanese culture to the people of Saudi Arabia, and hopefully, this incredible event will take place again in the near future.   Produced by: KAWAII MONSTER CAFE DJ: RAM RIDER Performer: MONSTER GIRL (Ciel, Catherine) Performance Director: Harris VJ: Kohei Taki (yenter)

What does the word ‘kawaii’ mean to you? For most people overseas, it’s a purely Japanese aesthetic combining colorful visuals with cutesy characters to make something so adorable it defies imagination. In recent years, however, ‘kawaii’ has become a kind of philosophy that transcends language, national borders, and even consciousness. It’s a driving force behind people’s lives and something that pulls people out of bed in the morning--it’s something capable of instantly putting a smile on people’s faces. For those wishing to study the philosophy behind the ‘kawaii’ movement, the Godfather of Kawaii Sebastian Masuda is currently holding an exhibition at Kanda Myojin Shrine in Tokyo until December 12, 2021. What is it about ‘kawaii’ that is so capable of inspiring so many different people and cultures around the world? A correlation chart welcomes guests to the grounds. The ‘Kawaii Archival Research,’ a project on kawaii culture conducted with students from the Kyoto University of Arts, collected data on ‘kawaii’ trends from the post-war period to the present day. Through interactions with the worldwide ‘kawaii’ community, it’s clear how much of an impact the aesthetic has had on people around the globe.    In the midst of the pandemic in 2020, Masuda announced #KAWAIITRIBE, a way to encourage those coping with depression during the days of COVID-19. His followers were asked to use ‘color’ to bring the world together, and more and more, the ‘kawaii’ movement became a way to express and love oneself. Using #KAWAIITRIBE, more and more fans of the movements became connected--even if those users were countries apart.    The hashtag #SPEAKUP was also utilized by Masuda to collect data from ‘kawaii’ lovers around the world, asking about hobbies, interests, and opinions on ‘kawaii’ culture. The data collected over the course of 12 days was incredibly meaningful to Masuda and led to plenty of new discoveries about the community as a whole.    Masuda explains that each country has different types of ‘kawaii,’ and that the aesthetic is expressed in different ways around the world. One country may have people influenced mainly by ‘kawaii’ expressions in anime and manga, while another expresses it through fashion or music. ‘Kawaii’ is diverse, just as people are diverse.    Sebastian Masuda has also held a Zoom meeting with people in ‘kawaii’ communities around the globe to discover how they became involved with the aesthetic initially, while also asking how it inspired them and gave them strength during these difficult times. Certain people claimed that ‘kawaii’ helped them in their personal growth, while others say it has brought out some of their potential in new and unexpected ways. While Masuda’s artwork may simply seem visual, ‘kawaii’ has become a tool for new communication and personal healing and growth. Some may even call it a kind of therapy: a place where people can surround themselves with color and joy to heal from the difficulties of life. The bold colors of the ‘kawaii’ movement can inspire people to be bold in their daily lives. Individuality should be celebrated and self-confidence should reign supreme--that is yet another message of the ‘kawaii’ movement.    Many people involved in the Zoom call had never met, and after the initial meeting, the room was left open to give people a place to communicate. Afterward, the ‘kawaii’ circle only became bigger, with a Facebook group bringing together more and more members of the community. The research done during the last year of the COVID-19 pandemic has given ‘kawaii’ lovers a reason to think deeply on how to overcome the many struggles born from the ‘new normal,’ and these forums are perfect places to share colorful messages of hope and strength. Inspired by Masuda’s own struggles during his time in Manhatten in 2013, Colorful Rebellion -Seventh Nightmare- is on display at Kanda Myojin. The installation has previously appeared in locations around the world including New York City, Milan, and Amsterdam. This time, the exhibit was inspired by ‘muro,’ a basement room in Omotesando where amazake is fermented. The room was used as an air-raid shelter during the war, and walking along the dimly-lit path leading to Masuda’s brightly-colored room, it’s hard not to wish that those evacuees could have been surrounded by these beautiful colors instead of pitch darkness. It is no exaggeration to say that this is Masuda’s representative work. Created in the midst of the artist’s own struggles, it has helped establish the philosophy of ‘kawaii’ culture and continues to help those dealing with their own problems. The Time After Time Capsule Art Project, starting in 2014 and held in 12 cities around the world, is a massive time capsule filled with messages and wishes for the future. Shaped like the beloved Sanrio character Hello Kitty, the capsule is gradually changing color as it becomes heavier and heavier with wishes for peace and happiness from fans around the world. Originally planned to be exhibited at the 2020 Tokyo Olympics, this couldn’t come to fruition due to the current pandemic. This is the first time it is being shown in Japan. The WORLD TIME CLOCK, a once-famous landmark of Harajuku, has also been recreated and installed within Kanda Myojin.    ‘Yes, Kawaii Is Art’ at Kanda Myojin is a deeply emotional, personal, and inspiring exhibition allowing visitors to experience firsthand how ‘kawaii’ culture is capturing the hearts of people around the world. Sebastian Masuda isn’t slowing down any time soon, and his works will continue to heal people and bring joy for many years to come.    Sebastian Masuda's solo exhibition ‘Primal Pop’ will be held at Roppongi Hills A/D Gallery from December 11, 2021, until January 10, 2022.   TEXT：Natalie（MOSHI MOSHI NIPPON）