A comparative study of b-class culture and kawaii culture: a case study of Pengsoo and Kumamon

Abstract

B-class culture is a unique type of South Korean culture, growing in popularity among the young Korean generation. Kawaii culture is the culture of cuteness in Japan, which has become an essential part of modern Japanese culture. In 2020, B-class representative- Pengsoo was accused of copying the Kawaii mascot- Kumamon. Most people compare them in terms of their appearance and PR strategies instead of their cultures. This thesis compares B-class culture and Kawaii culture based on the stratification, production, and consumption function theories. Through document information and sentiment analysis, B-class culture and Kawaii culture share similar generational stratification between the young and old generations. Also, both have an important impact on society's development, promoting cultural production and consumption. Besides, in the COVID-19 era, they play an essential role in increasing public awareness of the pandemic and helping people reduce stress. However, B-class marketing and Kawaii marketing have different mediums, contents and target consumers. B-class culture is aggressive while Kawaii culture is soft, making it easier to evoke the public's emotions and accept its combination with politics.