How a melancholy egg yolk conquered Japan



Gudetama, explained.

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When you think about the cuteness culture in Japan, the word “kawaii” comes to mind. The word, which signals more of a childlike sense of cute, came about in the 70s and it’s been used globally ever since. And Sanrio, the company that created Hello Kitty, has built an empire around the “kawaii” culture. Cuteness is a reaction. In Japan, the kawaii culture and concept is often linked to the country’s post-WWII years. The idea is that, because of its trauma and defeat, the country leaned into its vulnerability. Decades later— Sanrio’s new face of kawaii is an egg yolk with depression, questioning life.

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44 Comments

  • Owen Reaney

    Any one watching in 2094

    June 24, 2020 - 12:18 pm Reply
  • Offmeta

    it either this or an eggdy yolk

    June 24, 2020 - 12:18 pm Reply
  • Nha Ky Chen

    MaRzIaAaAaA

    June 24, 2020 - 12:18 pm Reply
  • TheUsername217

    My spirit animal during Covid 19

    June 24, 2020 - 12:18 pm Reply
  • Boi _Khun

    I want me some kawaii egg yolku

    June 24, 2020 - 12:18 pm Reply
  • zoebigmac01

    "Gudetama" litterly means "Lazy egg"

    June 24, 2020 - 12:18 pm Reply
  • Rashid Ahmad

    When you came to look a kawaii egg yolk but learnt a history lesson on the effects of WW2 on Japan, which can’t even use for an answer on tomorrow’s test, but you still satisfied.

    June 24, 2020 - 12:18 pm Reply
  • jyuean

    how is it that kawaii is even remotely related to ww2

    June 24, 2020 - 12:18 pm Reply
  • Fude Bubble

    I can't
    I just can't say Gudetama out loud without going

    ahem

    Goodehhtahmaaaa~

    June 24, 2020 - 12:18 pm Reply
  • Naief The goony

    Honestly mood.

    June 24, 2020 - 12:18 pm Reply
  • ・ω・

    When a egg yolk has accomplished more things than you in your lifetime

    June 24, 2020 - 12:18 pm Reply
  • Sam

    Dafuk?

    June 24, 2020 - 12:18 pm Reply
  • Jay Tang

    I am a depressed egg.

    June 24, 2020 - 12:18 pm Reply
  • Elite Player

    Its 2 am and I'm watching a video about a depressed egg yolk

    June 24, 2020 - 12:18 pm Reply
  • beqko

    "it even has its own café"
    every anime café in japan:
    first time?

    June 24, 2020 - 12:18 pm Reply
  • -Cloudy -

    Gudetama is my spirit animal. And that's on periodt

    June 24, 2020 - 12:18 pm Reply
  • ꧁ new_Ozi ꧂

    i want gudetama plushie

    June 24, 2020 - 12:18 pm Reply
  • Spectacular Spaghetti

    Ay yo

    U sad?

    Have some egg-yolk to cheer u up

    June 24, 2020 - 12:18 pm Reply
  • Lance Raphael

    I am lazier than gudetama and why am i not successful im a enraged

    I will get revenge by eating your family gudetama

    June 24, 2020 - 12:18 pm Reply
  • sea ledesma

    omg this was back when marzia was still a youtuber 😱 i miss her so much 😭❤️

    June 24, 2020 - 12:18 pm Reply
  • Dlwdmra

    Laughs in 39daph

    June 24, 2020 - 12:18 pm Reply
  • Vineet Kansotia

    I saw it at an Anime-con! 😂
    Didn't think Sanrio were behind this!

    June 24, 2020 - 12:18 pm Reply
  • A-Chan

    1:12 How I miss Marzia T^T

    June 24, 2020 - 12:18 pm Reply
  • FAST FASI Lesgo

    I USED TO WATCH THIS!!

    June 24, 2020 - 12:18 pm Reply
  • Jimin's Official Jams

    I have decorated my whole room with it. I don't get the part everyone's too obsessed with it!?

    June 24, 2020 - 12:18 pm Reply
  • David Brabson

    I call Lazy egg meh

    June 24, 2020 - 12:18 pm Reply
  • pizza mozzaRELLA

    This cracked me up

    June 24, 2020 - 12:18 pm Reply
  • ᗩᑎᗩ ᑕᒪᗩᖇᗩ

    they are really creative

    June 24, 2020 - 12:18 pm Reply
  • ꧁ new_Ozi ꧂

    𝚃𝙾𝙾 𝙻𝙰𝚉𝚈 𝚃𝙾 𝚂𝙽𝙴𝙴𝚉𝙴

    June 24, 2020 - 12:18 pm Reply
  • Minh Thy

    Guudetamaaa~

    June 24, 2020 - 12:18 pm Reply
  • Jessica7oo Adams

    ❤I love it❤

    June 24, 2020 - 12:18 pm Reply
  • Cello There

    I have a make up bag with this character on it😂

    June 24, 2020 - 12:18 pm Reply
  • Shahmi Iskandar

    Everyone: Talks about an egg yolk

    Me: Ain't anyone gonna talk about that creepy bear?😥

    June 24, 2020 - 12:18 pm Reply
  • PC Principal

    怎么说呢,有点可爱

    June 24, 2020 - 12:18 pm Reply
  • enjoy health

    I'm watching this holding my amazing Gudetama plushy!!! 🍳

    June 24, 2020 - 12:18 pm Reply
  • Lego man

    I wish I could be that egg

    June 24, 2020 - 12:18 pm Reply
  • Pineapple Pirate

    Me: so how is gudatama popular?
    Vox: WAR

    June 24, 2020 - 12:18 pm Reply
  • zombiesrock61

    ewww

    June 24, 2020 - 12:18 pm Reply
  • Sans and Papyrus The Skelebros

    gudetama is having an egg – istential crisis

    June 24, 2020 - 12:18 pm Reply
  • Allmenmustwifi

    What a cliffhanger! I now want to know the other two types of Kawaii.

    June 24, 2020 - 12:18 pm Reply
  • mrunal mhatre

    I personally hate Ppl who believe being little childish is good

    June 24, 2020 - 12:18 pm Reply
  • Lazy Synergy

    Me: Minding my own business.
    Youtube: Wanna know the history of a dEPpReSseD EgG

    June 24, 2020 - 12:18 pm Reply
  • Naomi E

    Same way as a child I always wanted to look after Eeyore and give him a hug…

    June 24, 2020 - 12:18 pm Reply
  • D O

    So if Garfield was a naked egg

    June 24, 2020 - 12:18 pm Reply

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