The Japanese Communists’ Cuteness Campaign

by tigermanifesto


Translation: Member in charge of “employment” Youkou Yoko (Employment Yoko)

Leftists in Japan have never had an easy time. State repression and one-party dominance of the legislature have worked to squeeze out most forms of official opposition. The Japanese Communist Party (JCP) has been no exception. Despite being one of the leading social forces in Japan after the fall of the military government and the end of the Second World War, the party’s own failures to maintain a politics independent from the Soviet Union led it into a spiral of splitting and marginalization.

Of course, the Chinese Revolution in 1949 also provoked the Americans occupying Japan to reverse their attempts at democratizing Japan and led them to enact a policy of clamping down on labour and left movements and returning power to bureaucrats and monopolies. Rapid economic development, represented in the postwar era by rising GDP, became seemingly the only national priority, with the legacy today of a Japan with limited sovereignty that is dependent on American military protection and the colossal exploitation of its own increasingly precarious population, not to mention imperialist rents drawn from abroad.

But the JCP still exists and remains one of the most powerful old-guard communist parties in Asia to have never taken power. Putting aside questions of its political line or its relevance to politics today, it has produced some rather unique propaganda materials in recent years. While most communist and other left movements adhere to more traditional poster art styles, the JCP has adopted the aesthetics of “cute” manga, which are widely used even by governments and official organizations in Japan. Police departments, for example, often adopt cute manga-style mascots. Cuteness, or kawaii in Japan is, even more than in the West, an all-embracing aesthetic that is fairly gender-neutral, communicating softness and a non-threatening affect.

The poster seen below is representative of the JCP’s campaign:


Translation of the white text: “Japan will turn into a warlike state!” The dogs are labeled “Self-Defence Dogs.”

This poster protesting the ruling Liberal Democrats’ attempts to rearm Japan in the name of “collective self-defence,” in the tradition of political cartoons, personifies so-called “self-defence” as a pack of grinning attack dogs while the bookish character of the right, a personification of the Japanese constitution called Pouken (a pun on the Japanese word for constitution, “Kenpou”) calls for us to recognize the dangers. Note that the constitution is portrayed as an older gentleman, and his speech on the accompanying web page is written in the exaggerated style of a senior citizen. The JCP is thus positioning this new modification of the constitution as being against postwar Japanese pacifist traditions and values.

Another part of the web campaign is a series of videos outlining party policies––mostly defined in opposition to Prime Minister Shinzo Abe and his government––in broad and humourous fashion. This one is a good example:

This video shows the JCP as a crusader against “Black Industry” and “Black Part-time Work,” which are terms used for highly exploitative workplaces, including sweatshops and offices that push workers into unpaid overtime. “Black Industry” perches atop a pyramid of overworked men in Japanese-style business attire, groaning under the weight. The JCP bursts in, represented as a woman in sharp glasses. At the end of each video, all of which can be found here, the party’s policy is summed up in a small slogan. A video discouraging the restarting of Japan’s nuclear power plants, for example, features a breakdancing sun shouting “protect our non-nuclear society!”

These graphics and videos might or might not be effective, and I have no way of judging that except on a subjective basis all the way out here in North America. But they do present a fascinating case of a left-wing party adapting its style of presentation to its home country. There’s nothing wrong with old-fashioned constructivist posters or other more traditional styles, but I have to say that I appreciate this campaign for its attempt to add levity to serious political matters, even if it can be cheesy.