Visitors to Roppongi Art Night at the end of last month were greeted by Hanako, a 13-meter-tall kokeshi doll who towered above the crowds. Despite its size, the doll’s happy, smiling face with its pink cheeks was cuteness incarnate and exemplifies how this traditional wooden doll has been given a kawaii (cute) makeover to appeal to a new generation. Once thought to be rather sinister-looking, out-of-date souvenirs, kokeshi, according to an article in Nikkei Trendy, are now trending among young women.

Armless wooden kokeshi dolls, with large heads displaying rigid expressions and bodies decorated a little more cheerfully with floral designs, have long been sold as souvenirs in hot spring resorts throughout the Tohoku region. However, a few years back, the lack of interest among the young in these dolls  meant they began collecting dust on the shelves. An aging population of kokeshi artisans did nothing to cheer up the features of these wooden figures.

The Great East Japan Earthquake, of course, has shaken things up further. While the number of souvenir-shopping tourists in Tohoku has dropped, public consciousness of the crisis has stimulated interest in the dolls. To do his bit to lend support, Genki Numata, a representative of Kokeshika Kamakura, launched the magazine Kokeshi Jidai. Even though it’s only available to order on the net and a few select stores, sales of the magazine have been brisk.