Are You In Favor of “Burikko?”

Some Feel That “Acting Cute” Is A Type Of Dishonesty

So, how much do you know about the trend of “Burikko?”

While it may be a long-standing trend, fashion, or style, it doesn’t really have anything to do with clothes – it has to do with personality, and how you act as a person.

In this case, it’s pretty much entirely limited to girls, and has to with exaggerating and channeling as much “kawaii” and “innocent” as possible, and making that one’s permanent outward personality (as opposed to simply dressing in pure pink for a day, and acting the part).

Such actions have mixed reactions from people, and while it’s popular with some men and boys, it often has a negative reaction from other women and girls.  Read more below the break!

Burikko, a term used to describe girls who put on the appearance of being almost unbearably cute and innocent, is a well-known personality type in Japan. The thought of a girl who affects another personality when out in public might not be especially appealing to some at first, but this isn’t simply a case of young women being two-faced; Burikko has that special hint of Japanese Kawaii culture and appeals to a surprising number of men.

The Unwavering Burikko Character

The term Burikko, and years before it Kamatoto, is usually used only for girls. To put it simply, Burikko describes the kind of girl who pretends to be cute, either acting in a totally different way to her true self or taking her inner kawaii to the absolute max. Even outside Japan, you might imagine some young girls doing something similar to appeal to men, but in Japan, Burikko isn’t about sex appeal so much as for the pleasure of being seen as cute and innocent.

Here are some traits common to Burikko:

  • affecting a lisp
  • speaking with a voice that is much higher than their natural voice
  • using their own name when speaking in the first person
  • pretending to be naive
  • changes attitudes and behaviour when around men
  • upturned doe eyes

We think you get the picture! But here’s the really interesting part: there are girls who affect a Burikko personality only when they are with men, and there are girls who are Burikko regardless of who they are with.


Girls who don’t like Burikko often say that guys who find Burikko attractive are stupid because they are being tricked by such blatant acting. However, men who like Burikko tend to think that their attempt at making themselves look so cute is in itself endearing. On the other hand—even though it’s a fake, or exaggerated, personality—some men take great comfort from the fact that Burikko are so “easy to understand”, especially when it comes to how they feel about them. In addition, men can easily think of ways to make a Burikko girl happy; since Burikko usually react to things extremely positively and with such energy, the men too feel pleased.

Although not many girls tolerate Burikko, a surprising number of men associate typical Burikko behavior with the concept of true kawaii. Any girl who desperately wants to be seen as beautiful or cute, therefore, knows that becoming a Burikko is a sure-fire way to be told again and again just how kawaii she is since it is literally the essence of her character.

Those who keep up their Burikko behavior around both men and women, however, are a bit different.  Very often, however, such girls tend to be thought of as “too girly” or “overdoing” it to be thought natural. As a result, whether they were trying to be or not, they end up being called Burikko.


How do you feel about this? Do you like either type? Or do you just not like Burikko at all?


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