Burikko is a derogatory Japanese term for a style of personal appearance and demeanor that is considered phony childishness and cuteness. The term was coined during the 1980s, and is sometimes attributed to Japanese comedian Kuniko Yamada, though its exact moment of invention is unclear. Burikko style is often associated with Japanese idols of the 1980s such as Seiko Matsuda. It is associated with the Japanese notion of kawaii, meaning "cute", which has become important in modernJapanese culture. Burikko is not so much a style or state of being, but a set of tools employed to mask the self, particularly women's sexuality. This is emphasized in the common phrase burikko suru "to do burikko".
Characteristics
Burikko is being cute, but with a childlike style to go along with it. It includes the "idea of a helpless, submissive, and cute look of a young girl". Behaviors associated with burikko include "kitten writing", a rounded form of handwriting characters, as well as forms of baby talk "to sound like children learning to speak". As part of this childish way of speaking, people may refer to themselves by name as though they are talking about a third person. Burikko may also include a nasalized pronunciation, high pitch, amusing or light phrases, and mannerisms such as covering the mouth when smiling. Vocabulary will also convey burikko, by using melodic, sing-song vocabulary or onomatopoeia. Examples include otete instead of te for hand, katchoi instead of kakkoii for "cool," and wanwan "woof woof" for dog. Burikko may also use person suffixes added to nouns, such as takuchan "Mr. Little Taxi" instead of takushii for taxi. Burikko is often elicited otoko no mae "in front of men" as a means of conveying weakness and deference. Burikko becomes problematic in circles where the term has come to replace "young woman," reflecting upon young women a negative, phony connotation. It is important to note that although men may complain about burikko, labeling its doers as fake, men may still appreciate and encourage the social connotation which it provides, positioning women beneath men in terms of strength and power. The paradox creates a "damned if she does, damned if she doesn't" dilemma for young women both desiring to appear genuine and desiring to advance in male-dominated society.
