Before the Minions

Before the Minions

Before the Minions roamed the Earth, there was Hello Kitty. In 2015, the Hello Kitty brand was estimated to be worth over $7 billion. Originating during the 1970s economic boom in Japan, Hello Kitty became popular in Northeast and Southeast Asia, eventually reaching the West as
well. Since her creation, Hello
Kitty has been the de facto mascot of kawaii, a Japanese subculture that fashion blogger Misha Janette describes as “a delicate cuteness, like a weak, small type of thing” that’s also “an embodiment of all that’s happy and positive.” During the last two decades, kawaii has become one of Japan’s primary cultural exports. It’s no accident — this heightened sense of cuteness inherently has a mass appeal. For children, it’s simply adorable. For adults, this imagery can be approached as either escapist or ironic.

With their wondrous, large eyes and goofy, infantile demeanor, the Minions have something in common with this Japanese subculture. It's important to note however, that the idea of adorable, squeaky-voiced henchmen who mindlessly follow leaders isn't entirely new. In 1999, Pixar's Toy Story 2 featured little green alien toys that worshiped the Rocket Ship crane game's claw
at the restaurant Pizza Planet. Throughout the film, the aliens collectively yell "the claw" and refer to it as "their master" every time they see it. Once Mr. Potato Head saves their lives, they start worshiping him and his wife, underscoring their amusingly aimless follower mentality. Although the Toy Story aliens were heavily featured in Disney merchandise, unlike the Minions, they never became a global phenomenon. The toy aliens are a comedic rendering of the science fiction trope of extraterrestrial life. On the other hand, the Minions are an entirely new species.

MINIONS - MINIONS FIND NEW BIG BOSS

MinionPress