Embracing Japanese Culture: How Kawaii and Matcha are Redefining Gen Z and Millennial Lifestyles in India

Japanese culture is making waves in India, especially with younger generations like Gen Z and millennials. What started with a love for anime and manga has blossomed into a fascination with all things Japanese—think cute aesthetics and the trendy rise of matcha.

Silvia Figini, the COO of Sanrio for EMEA and India, shares that the kawaii trend is not just about cuteness. It’s a way for people to express themselves and find joy in tough times. “In these turbulent days, people look for good vibes. Kawaii offers a way to reconnect with values like kindness and optimism,” she explains. This desire for positive experiences is especially important as many navigate the emotional aftermath of the pandemic.

The word “kawaii” means cute in Japanese, but it represents much more. It has seeped into fashion, food, and even daily items, serving as a canvas for creativity and happiness. “Anything can be kawaii—from stationery to clothing and food,” Figini says. This broad appeal resonates with a generation eager for self-expression.

Events like Mela Mela and Comic Con India showcase this growing interest. Fans dive into cosplay, manga, and collectibles, bridging their love for anime with culinary delights and unique fashion. K-pop and Instagram trends also play a role, with popular figures showcasing brands like Hello Kitty, further popularizing the kawaii lifestyle.

On the fashion front, figures like BLACKPINK and Kim Kardashian have embraced characters like Hello Kitty, breaking boundaries and redefining who can wear these symbols. This mix of nostalgia and modern flair encourages everyone to express who they are—across fashion, accessories, and even home design.

Matcha has also found a place in Indian hearts. Meher Kohli, founder of Tokyo Matcha Bar, noted that young Indians are captivated by Japan’s matcha tea culture. “After the rise of K-pop, Japanese culture has taken off, especially the love for matcha,” she says. This Mumbai café showcases over 30 matcha-based drinks, ranging from creamy lattes to refreshing fruity blends. Kohli highlights that young consumers increasingly value authenticity and unique experiences as they explore diverse cuisines.

According to research by the Japanese Matcha Association, the global matcha market is projected to reach $4.4 billion by 2027, with a significant portion coming from countries like India. The health benefits of matcha, which include high antioxidants and stress relief, also align with the wellness trends popular among younger generations. As their disposable income rises and travel becomes easier, young Indians are keen to enjoy different culinary traditions.

As Figini aptly puts it, “Everyone is searching for happiness and human connection.” For Gen Z and millennials, the kawaii aesthetic and the enjoyment of matcha fulfill a deep-seated need for positivity. This combination turns everyday routines into celebrations of life, reflecting a desire for connection and authenticity. Whether through fashion, food, or socialization, Japanese culture is now an integral part of their identities.

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