UK Kawaii Star of the Year 2011 at Hyper Japan

Hyper Japan ran a competition called the UK Kawaii Star of the Year 2011, and the winner was chosen on Sunday 24th July. There were 57 applicants, from which 5 finalists were chosen. Before the event, the public could vote online for their favourite. On the Hyper Japan website, we could read about the finalists and watch their application videos. At the event, each finalist had the chance to come on stage in front of a panel of judges and show why they ought to be the UK Kawaii Star of the Year.

What exactly is the UK Kawaii Star? Well, it’s basically an “ambassador of cute, to be a spokesperson for everything that’s cute and cool“. Of course, there were prizes too. Each finalist also received an outfit to keep from top Japanese fashion brand, Baby, The Stars Shine Bright/Alice and the Pirates as well as a yukata (summer kimono). The second prize was a Sharp soundsystem, and the grand prize was a flight and hotel package for two to Japan, courtesy of eTours in collaboration with Alitalia and Shiba Park Hotel.

The three judges were:

J-Pop singer Kanon Wakeshima

Hyper Japan, 24th July 2011

Masafumi Mochizuki representing Kawaii.i

Hyper Japan, 24th July 2011

Rebecca Atherton, who was a model at Hyper Japan 2010

Hyper Japan, 24th July 2011

The five finalists were:

Crystal Cheung

Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Gemma Boyle

Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Nazia Hussain

Hyper Japan, 24th July 2011

☆★☆

Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Rebecca Attridge

Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Scarlett Young

Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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Hyper Japan, 24th July 2011

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And the well-deserving winner was… Scarlett Young!

Hyper Japan, 24th July 2011

Here’s Scarlett’s introduction: “I’m Scarlett and I live and breathe all that is kawaii! I love cute fashion especially sweet Lolita. I make sure to check up for updates on new prints from various different brands such as Baby, the Stars Shine Bright and Angelic Pretty. My dream is to be able to obtain enough items to wear it as a daily fashion one day. Misako and Amo are my favourite Lolita models – they are so cute! I also love the cute music of Japan such as J-pop. I love keeping up to date with the latest j-pop news and I also like to sing and dance to it too. I have a Youtube where I do so as well as being a member of a j-pop dance group with members from around the UK. I also adore cute food – different types of cake being my favourite. I love the combination of cute food and cute fashion such as decoden jewellery, cute food Lolita prints etc. I would love to be the UK Ambassador of Kawaii because I would be able to report on the kawaii things I talk about day after day to people who are interested in bringing some cute things into their life! It would be a lot of fun! And it has been my dream for a long time to go to Japan, that would be fantastic” (Hyper Japan).

I thought all the finalists were lovely girls. They were very sweet, and tried hard to impress the judges. Nazia was probably the most interesting finalist, as she was bringing her own East London style to kawaii culture. I was glad to see that she won second place, and that Gemma won the special Kawaii.i prize.

Well done to everyone, and especially to Scarlett! (She was my favourite from the start – かわいい!)

Hyper Japan, 24th July 2011

2 thoughts on “UK Kawaii Star of the Year 2011 at Hyper Japan

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