Gurokawa

Gurokawa (グロカワ), is a Japanese aesthetic that is characterized by a juxtaposition of Kawaii visuals with grotesque elements and morbid humor.^[1] It is similar to Pastel Goth (which it inspired) except without the traditional Gothic elements.

The aesthetic is often conflated with the Yami Kawaii, which centers around illustrations depicting dark mental health topics in a cute anime-style, but Gurokawa has more of a traditional horror theme to it with typical spooky motifs.

History[]

It isn't known when Gurokawa was given its name, but the aesthetic seems to have first spread in popularity during the early 2000s fueled by the works of the manga artist Junko Mizuno as well as the Happy Tree Friends cartoon series. Later in 2010, the debut of Japanese singer Kyary Pamyu Pamyu with her music video "PONPONPON" caused a major boom with Gurokawa goods being sold all over the world, spreading the aesthetic in an easy-to-understand manner.

Visuals[]

Gurokawa takes advantage of the expectation that cute themes also feature cute characters and visa versa by twisting it. Not only are there many depictions of monsters with an overly cute appearance, but also adorable mascot characters enganging in violent and cruel behavior.^[2]

Bloodstains, dripping blood, bats, ghosts, and all kinds of strange creatures are common motifs.

Gloomy Bear

Gloomy Bear is a cute-looking but violent pink bear that eats humans. The character was created by illustrator Mori Chack. Gloomy is a little over 6 feet tall and weighs as much as 2,000 pomegranates. Owned by a human named Pitty, he’s well trained for the most part, but he can never remember that he’s not supposed to attack humans. Still, a pet owner must take ultimate responsibility for his pets. Recalling warm memories of Gloomy as a cute cub, Pitty tries to lead a life of peaceful co-existence with his violent pet bear.

Eyeballs

Eyeballs as motifs and accessories are popular within the Gurokawa fashion and other similar fashions, such as Decora. They became widespread during 2010s, popularised by music and fashion icon Kyary Pamyu Pamyu, who often featured them in her outfits and music videos. Eyeballs can be seen on prints, hair accessories, and jewelery.

Fashion[]

Similar to Decora, Gurokawa has a strong focus on gaudy prints and accessories rather than a particular style of clothing. They commonly feature internal organs and other parts of the body, but cutified monsters are a common theme as well. While the combination of black with bright colors is the most common, there generally is no limitation on using pastels or any other color combination. Fake blood is commonly used not only for the clothes, but also parts of the make-up.