For nineteen years, Harajuku’s iconic 6%DOKIDOKI boutique has been a key player in the spread of “kawaii” culture in Japan and around the world. The brand’s founder Sebastian Masuda might be described as a “kawaii evangelist”, eager to share his well-considered and well-informed philosophies on Harajuku and kawaii with everyone from the shop’s colorfully-dressed customers to academics at international conferences on Japanese culture. In addition to 6%DOKIDOKI, Masuda has been involved in many other kawaii-related projects – from the “Mighty Harajuku” earthquake recovery efforts to helping launch the career of Kyary Pamyu Pamyu (Kyary was a 6%DOKIDOKI fan long before she became a household name).
With the brand’s 20th anniversary quickly approaching, Masuda decided that it was time for 6%DOKIDOKI to evolve “Beyond The Kawaii”!