Cute Day (Kyūto na Hi)

What is Cute Day?

September 17th is "Cute Day" (Kyūto na Hi) every year. Also known as "Cutener Day," it was established by lyricist, composer and producer Taiji Nakamura. The date comes from a wordplay reading of "kyū" (9) + "to" (10) + "na" (7) as "kyūto na," meaning "cute." Nakamura advocated calling endearing adults who never lose their youthful spirit "Cuteners" (キュートナー). The day invites us to look at a lighthearted way of enjoying life as an adult, regardless of age.

Taiji Nakamura, Who Coined "Cutener"

Taiji Nakamura (1939–2020) was a composer from Ōji, Nara Prefecture, who wrote many hit songs from the Showa era into the Heisei era.

• Notable works: He composed songs including Naomi Chiaki's "Kassai" (1972), Takashi Hosokawa's "Kitasakaba" (1982) and "Kokoronokori," and Junko Sakurada's "Watashi no Aoi Tori."
• Also a TV personality: Besides composing, he appeared frequently on television and radio and was loved for his cheerful personality.
• Proposing a lifestyle for adults: Together with "Seniors Day" on April 28, which he also established, the day was proposed as an expression of a new way of living for adults. He also wrote a book titled "Ii Hi Ichinichi: Messages from a Cutener" (2003).

"Cute" Originally Meant "Clever"

The English word "cute" comes from "acute" with its first letter dropped, and originally meant "clever" or "shrewd." Today it mainly means "pretty" or "charming," but dictionaries still list meanings such as "clever" and "smart." Nakamura's idea of a "cute adult" may carry not only a sense of charm, but also that of a witty, stylish grown-up.

Fun Facts About "Cuteness"

• The "baby schema": Ethologist Konrad Lorenz proposed that features common to babies, such as a round face, large eyes and short limbs, make us perceive something as cute. This is known as the "baby schema" (Kindchenschema).
• Cute photos and careful work: In an experiment published in 2012 by a research group at Hiroshima University, participants performed better on tasks requiring careful attention after viewing photos of puppies and kittens.
• "Kawaii" goes global: Japan's "kawaii" culture has spread overseas through fashion and characters, and "kawaii" is becoming a word understood as-is around the world.
• How "cute" is used in Japanese: In Japanese, "kyūto" is usually said of young women or children, but Nakamura deliberately applied it to adults.

Ideas for Cute Day

• Listen to Showa-era hits Nakamura composed, such as "Kassai" and "Kitasakaba."
• Notice something youthful or stylish about an older person you know, and tell them.
• Recall one hobby or challenge you gave up because of your age.
• Wear or display a favorite small item to brighten your mood.

Staying a Lighthearted Adult as the Years Go By

September 17 is a day to consider the way of life of the "cute adult," as proposed by hitmaker Taiji Nakamura. "Cute" is a word that originally also meant "clever" or "smart." Adults who keep their playfulness and consideration, not just a youthful appearance, are appealing to the people around them. Today, why not think of a wonderful senior colleague or friend, or look for your own "cute side"?