NEW KAWAII PARTY X'mas Special Party / Brand Launch Event

Tokyo / World Girls Project "NEW KAWAII PARTY" (NKP)

19th Dec. 2015
NEW KAWAII PARTY X'mas Special Party / Brand Launch Event

NEW KAWAII PARTY is a Girls Brand Project launched in December 2015.
The word "kawaii" means "cute" in English, this word is getting known among
people in the world because of Japanese pop culture. However, this word is well
known among only limited young girls (10's to early 20's). We think about this
situation, and re-define this word with totally new concept : Sophistication, Global,

・Sophistication : we re-think kawaii target from 20's to 30's women.
・Global : Beyond countries, this Girls Brand Project is worldwide project.
・LGBT : We love to welcome people no matter what genders they are.
・PARTY : Group gathered for specific goals. We re-build this brand beyond
    generations, countries & genders.

The launch event was quite successful, a lot of global media such as MTV Japan,
Timeout Tokyo, & WWD Japan paid great attention to this new Girls Brand.
For a next step, we will create a lot of interesting plans using this Brand.

NEW KAWAII PARTY (NKP) は“kawaii”という言葉を再定義して国境、年代、性別を超えて様々な人達とコラボレーションしながらNEW KAWAII Cultureを創っていくガールズプロジェクトです。コンセプトは「Sophistication」「Global」「LGBT」「PARTY」です。「PARTY」は集団を意味します。
2015年12月19日にKAWAII MONSTER CAFE HARAJUKUにてローンチイベントを実施。
国境、年代、性別を超えて様々なコラボレーションを行い、ファッション、音楽、映画、フォトグラフ、アート、メディアなどを中心にNEW KAWAII Cultureを創っていきます。