Culture of «cuteness» began its rapid spread in
the 1970-ies, and became almost omnipresent at the end
of the 1980-ies. If originally the word «cute» (or kawaii
in Japanese) was used towards small objects or nonadolescent people, especially children and small animals, today it can be applied to both animate and inanimate objects, starting from personal belongings and
accessories – toys, clothes, shoes, stationery, up to children, celebrities, politicians, elder people, and the Japanese emperor. Main principles of the culture of cuteness
have influenced even spheres that earlier seemed to be
absolutely inaccessible to it, including the sphere of religion. This article aims at analyzing various examples
of the adoption of the culture of cuteness in Japanese
religious organizations. The author considers reasons of
using of religious accessories and souvenirs with famous «cute» characters in Shinto shrines and Buddhist
temples, as well as motives of creating their own specific «cute» heroes representing the temple and aimed at
renovation of the familiar image of the religious organizations and at attraction of new believers and tourists.
Also examples of using cute characters in Japanese
Christian churches are analyzed. Despite less intensive
use of the cute characters than in traditional Japanese
religions, Christian organizations are rather positive
towards referring in their activities to books, manga
comics, and anime created by secular artists and designers, where Christian doctrines and way of life are
demonstrated through principles of the culture of «cuteness».