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懒蛋蛋是怎么攻陷全日本的

How a melancholy egg yolk conquered Japan

这就是Gudetama
This is Gudetama.
一个带有股沟的蛋黄
It’s an egg yolk with a little butt crack.
Gudetama就像是被人抛弃的角色······它拥有四肢却没有手指和脚趾
Gudetama looks like a character someone gave up on… it has limbs but no fingers or toes.
它有嘴巴却没有牙齿—可是人们对它的爱却只增不减
It has a mouth but no teeth — and yet people can’t get enough of it.
它的形象遍布背包 水杯 飞机和信用卡
You can find it on backpacks, cups, airplanes, credit cards,
它甚至还拥有自己的主题餐厅
and it even has its own themed cafe.
但是人们对它疯狂的喜爱并不源于其可爱的外表
But Gudetama’s cute looks aren’t the driving force behind its insane popularity.
它的迷人之处在于它慵懒的性格
Its main attraction is its lazy personality.
可以回去了吗?
(不能)你是主角啊…
Gudetama源自于日本三丽鸥公司
Gudetama comes from a Japanese company called Sanrio.
你可能有所耳闻
You might have heard of them.
该公司还创造了Hello Kitty
They’re the creators behind Hello Kitty.
2013年 三丽鸥公司内部举行了一场竞赛以选出一个食物卡通形象
In 2013, Sanrio held a company wide competition to come up with a food-based character.
Gudetama在投票中并没有取得头名
And once people voted, Gudetama didn’t end up on top.
戴夫·马奇: 三文鱼片Kirimichan夺得头魁 我们已经开始发行
DAVE MARCHI: Kirimichan, the salmon filet came in first — we actually started to release products
各种基于三文鱼片及其伙伴的商品
based on the salmon filet and its friends.
懒蛋蛋Gudetama位列第二 不过我们也发行了相关商品
Gudetama, the lazy egg came in second, but we also released products based on Gudetama
出人意料地大获成功
and it really really took off.
Gudetama的忧郁气质与美国人眼中的可爱具有反差
The appeal of Gudetama’s melancholy stands in contrast to the American concept of cuteness,
美国人的可爱很直接
which is pretty straightforward.
可爱意味着善良乐观 而悲观常与邪恶相连
The idea of cute represents goodness and optimism, while pessimism tends to define evil.
这一点在迪士尼的早期影片中表现得淋漓尽致
This is evident in some of Disney’s early films.
白雪公主: 哇 苹果看起来好好吃
SNOW WHITE: Oh, they do look very delicious!
女巫:当然······
WITCH: Yes…
如你所见——善与恶之间泾渭分明
As you can see— there’s a clear divide between good and evil.
坏人常被描绘的面容可憎又老又丑
Villains are usually depicted as unappealing, scary, and old —
身着又黑又暗的颜色
draped in shadows and dark colors.
这类角色生来就是邪恶的 所以他们永远与可爱无缘
They are meant to be identified as evil, which means that they can never be cute.
但是在日本 善与恶之间存在着一个灰色过渡带
But in Japan, there’s more of a gray area to this.
日语“kawaii”常用来描述像小孩子一样的行为
The word “kawaii” is widely used to describe the quality of being like a child — which
意味着可爱的同时你也可以懒洋洋
means that you can be cute and lazy at the same time.
我觉得“kawaii”是个很迷人的词
它代表一种非常……弱势的可爱
非常萌 让人情不自禁想要照顾你
kawaii出现于20世纪70年代 并成为日本主流文化的一部分
The term emerged in the 1970s and became a big part of Japanese culture.
体现在时尚潮流 书写文字 甚至日常行为中
It was shown through fashion, handwriting, and even behavior.
日本很多艺术家和学者都认为可爱这一流行文化
And many Japanese artists and academics believed that this popular culture around cuteness
事出有因
happened for a reason.
在日本 kawaii文化时常与二战后的岁月联系在一起
In Japan, the kawaii culture is often linked to the country’s post-WWII years.
杜鲁门:(对于)日本政府致辞
TRUMAN: … a message from the Japanese government.
我将此看作是对波茨坦公告的无条件接受
I deem this reply a full acceptance of the Potsdam Declaration…
具体概念是 因为战争带来的心理创伤及战败的影响 国民变得脆弱
The idea is that because of its trauma and defeat, the country leaned into its vulnerability.
自此 kawaii就发展壮大并形成了不同的子类
And since then, the concept of kawaii has grown and even formed smaller subgroups.
kimo-kawaii就是其中一种 有时也称作gro-kawaii
This is kimo-kawaii which is sometimes also called gro-kawaii.
还有一种叫做Yuru-kawaii
And there’s Yuru-kawaii.
Yuru代表着放松和镇静
Yuru means relaxed and calm.
据漫画家阿雅·卡柯达所说 这类形象成功的原因在于
According to cartooning expert Aya Kakeda, this particular group became popular because
现代社会给人的巨大压力
of the stress in modern society.
她指出 美国人民倾向于通过按摩和冥想来舒缓压力
She points out that in the US, people are drawn to spas and meditation for relaxation.
但是在日本 Yuru的平静表情可以安抚很多人
But in Japan, Yuru’s calm appearance brings comfort to a lot of people.
对比三丽鸥公司经年的卡通形象
You can also see a shift in Sanrio’s characters throughout the years.
你会发现 该公司开始赋予这些形象以个性 加深其与人类的联系
They’ve started giving them a personality to make them more relatable.
与Gudetama相比 1974年推出的Hello Kitty的可爱更符合传统审美
When Hello Kitty came out in 1974 — she was more traditionally cute than Gudetama
但她至今仍未被赋予任何感情色彩
but she has remained somewhat emotionless.
她甚至没有嘴巴来表达开心或者悲伤
She doesn’t even have a mouth to smile or frown with.
这让她有更多留白 我们可以将她想象成任何样子
And that makes her more of a blank canvas; she can be whatever we want her to be.
但是很多人在Gudetama的忧郁个性中找到了一种共鸣
But many people feel a connection with Gudetama because of its gloomy personality.
这种可爱超越了外表―激起了人们的共鸣
This approach to cuteness extends beyond appearances — it evokes a reaction.
这些卡通人物让你感到开心放松 你可以通过观察他们的个性
These characters can make you laugh, or feel relaxed, and you can relate to them by observing
与它们产生共鸣
their personality.
所以当世界处于一片混乱嘈杂之中时―
So at a time of confusion and turmoil all around the world —
也许我们需要的只是一个带着股沟的蛋黄
maybe this is just what we need: An egg yolk with a little bum, that’s just
和它那副生无可恋的模样
done dealing with life.
看不到未来
今天可能有好事哟

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日本kawaii文化来源 攻陷日本的懒蛋蛋具有的别样不同的kawaii

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https://www.youtube.com/watch?v=CTAnJTB9roI

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