Disney Embraces Moe in “Devastatingly Beautiful” CM



The overpowering cuteness of Disney’s new anime-styled ad for its Tokyo Disney Resort – as well as the rather artful romance it manages to compact into a 30 second spot – have been inspiring much appreciation online in Japan and beyond.

The video:


Those hoping for a similar chance encounter with a paramour need only head over to Chiba, although bumping into schoolchildren is not advised.

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    Avatar of zad1111
    Comment by zad1111
    07:48 30/03/2012 # ! Good (+0.7)

    I see so many people extending the definition of "moe" too much; they call any cute-looking characters (or probably what people used to call kawaii) moe...

    Comment by Anonymous
    16:29 30/03/2012 # ! Quality (+1.0)

    It's because "kawaii" has become somehow taboo to say among English speakers.

    I can just imagine how many serious Japanese learners who go to Japan might ironically run into trouble. As saying "kawaii" about everything is as common as supposed "teenager who misuse the term by saying it (as)often (as typical Japanese teenagers)". But saying "moe" in the middle of a Japanese sentence all the time would make you get strange looks and make you look like an otaku.

    And having any hesitation to say "kawaii" at all in Japan, would look socially awkward. Just like it's become socially awkward in the West to say "kawaii" because some have a strong aversion to any kind of pidgin that becomes popular.

    How ironic that using "kawaii" in the middle of an English sentence has become so taboo, but people go on butchering the Japanese language and using the term "moe" for every little thing. And that people burst a vein over someone doing it and say they're "butchering the Japanese language", but turn a blind eye to Japanese people saying "kyuuto" in the middle of a Japanese sentence.

    Some people's standards of what is "acceptable" cultural mixing, is insane.

    Comment by Anonymous
    21:11 01/04/2012 # ! Neutral (0)

    Never heard anyone say kawaii while talking english in real life. I dont really see the point either.
    Anyway taboo? No. They will probably look weird because 99% of the ppl dont know what that means.

    Comment by Anonymous
    19:11 04/04/2012 # ! Neutral (0)

    I heard Gwen Stefani say:

    "Awww...Super Kawa-ii!" in a video once.

    I cringe many years after the fact. It's not taboo but it should be:


    Avatar of Shippoyasha
    Comment by Shippoyasha
    19:07 31/03/2012 # ! Neutral (0)

    Japanese speakers can still say 'kawaii' or 'genki' just fine.

    But I rather would say it like 'Cho-Kawa' or make it sound more slangy. That's used just fine.

    A lot of westerners has this 'blacklisted' words they impose on Japanese words. It doesn't work that way. Surely some words can be awkward without properly becoming adapted or turned into a slang like they always do, but it doesn't mean they're explicitly forbidden.

    Western Otaku in general needs to lighten up with regard to these 'rules'. Just do what you guys want. Like some have said, Engrish is plenty 'wrong' in grammatical usage and can be just as, if not more awkward than any Otaku language usage.

    Avatar of Erin Bushay
    Comment by Erin Bushay
    23:49 30/03/2012 # ! Neutral (0)

    @16:29 If I was speaking english, I wouldn't say Kawaii in the middle of a sentence as most people wouldn't understand what I just said, not because it's taboo. I do say cute in the middle of a sentence though, since I'm speaking english.

    If ever I actually learned how to speak japanese, I'd more than gladly say kawaii since I'd hopefully be speaking with others who can speak the language.

    I also only would only ever say moe if I was refering to a specific anime stereotype, so I agree with @zad1111 that people say it too freely now with anything cute. If a clutsy cutesy girl was in this commercial, sure I'd say it's moe. Or if she was a tsundere type who acted dismissive when she bumped into that guy but secretly was in love with him, sure she's moe. Showing a girl turn into a woman through several stages in life, that's cute and rather touching, but not moe.

    I have a few friends who also watch anime as well. The one says stuff like 'sugoi', 'kawaii', 'genki', etc. and I find it just annoying more than anything. It's not like I would say 'comment ca va' to an english person or go 'c'est beau' mid sentence. Although I speak french, I stick to one or the other when speaking otherwise I'll be accused of being franglais.

    Avatar of Erranty
    Comment by Erranty
    08:13 30/03/2012 # ! Good (+0.5)

    Yeah, its definition hasn't been set well enough.
    Moe is like being too cute unintentionally or unwillingly.
    Kawaii is just being cute because its their personality.

    The only part of this I would've called Moe would've been when her face lit up from seeing the guy.

    Avatar of TFish
    Comment by TFish
    08:21 30/03/2012 # ! Good (+0.6)

    I don't subscribe to that definition. It's a type of adorable. When you feel a spark of love that's moe.

    The little girl was moe.

    Avatar of Artist Rising
    Comment by Artist Rising
    09:55 30/03/2012 # ! Good (+0.7)

    Nah I don't subscribe to that definition either. It's more like a bundle of cuteness you can take home!!
    Does not only apply to people!!

    Comment by Anonymous
    17:20 30/03/2012 # ! Neutral (+0.4)

    uh - news flash to dumbasses - Kauai is an island in the state of hawaii

    Avatar of shiroki
    Comment by shiroki
    14:41 30/03/2012 # ! Neutral (+0.1)

    Kawaii is cute in general, Moe is cute in the sense that it's fuckable

    Comment by Anonymous
    08:30 30/03/2012 # ! Neutral (0)

    I remember first having read about the phenomenon of "moe" in a translated essay by an anonymous Japanese otaku back in 2002... it was more of a vindication really, justifying why it can be a natural reaction for a human to have feelings of protectiveness and care, quite similar to love, for a drawn character. Moe wasn't about a particular art style at all back then.

    Comment by Anonymous
    15:17 30/03/2012 # ! Neutral (0)

    True. Teddy bear can be kawaii, but you don't fuck it, so it's not moe.

    Comment by Anonymous



    Comment by Anonymous

    dumbass gaijin have no idea what moe means lol

    Comment by Anonymous

    אנטשולדיגט, איך טאָן ניט רעדן ענגליש.

    Comment by Anonymous

    พวกมึงจะเถียงกันไปทำเหี้ยอะไรว้า โมเอะป่าวไม่รู้ ว่าวได้ก็โอเคแร้ว!

    Comment by Anonymous

    Nooo, this is Patrick

    Avatar of HouseLife
    Comment by HouseLife
    16:50 01/04/2012 # ! Neutral (0)

    Considering I literally just got back from 10 days in Disney World tonight... I say fuck anyone who brings Moe into the discussion. They've lost their magic.

    Moe being brought up with this commercial is just a completely useless waste of time, and it is nowhere close to moe related if you see the face of the kids when Tinkerbell lights up as she flies down from the Magic Kingdom castle during the fireworks display every night. And if it is, the moe anyone would bring up here is too perverse to be in the same breath.

    Having just come back, I can say that I'm actually surprised yet not surprised that people would be so affected by this. This is actually what the heart of Disney was all about at its base all along, we just forgot. Regardless of Eisner's attempt to kill it and a few hiccups in the past any company might go through, it has endured because its strong foundation of dreams has been its steadfast message.

    It's just a shame that its cartoon characters are nowhere near as good or entertaining as Warner Bros. :D At least I give them serious credit that the Disney Princesses are something that can easily be cosplayed for young girls and older girls alike and make them feel the pride of the character.

    Comment by Anonymous
    14:05 30/03/2012 # ! Neutral (+0.2)


    Japanese people needs some random gaijin to teach them what's moe and what's not.

    Comment by Anonymous
    01:28 31/03/2012 # ! Neutral (0)

    Isn't "moe" kind of a vague concept anyway? The definition is so vague that one can use it to describe lots of characters.

    I do agree that this commercial isn't really "moe" though...

    Avatar of Dia
    Comment by Dia
    23:56 30/03/2012 # ! Neutral (0)

    @zad1111 Funny you should say that. I was just thinking of whether I should call Louise kawaii or moe. Kawaii would have been more fitting but it's so banal, like writing OMG.

    Comment by Anonymous
    12:20 30/03/2012 # ! Neutral (0)

    Moe is only definable subjectively in relation to the subject viewing the object/person. Hence being completely subjective, one persons definition of moe may not apply to another persons moe.

    Avatar of JSRF
    Comment by JSRF
    11:45 30/03/2012 # ! Neutral (0)

    I always thought moe was a feeling or cardiac arrest.

    Avatar of Senjou
    Comment by Senjou
    17:13 30/03/2012 # ! Neutral (0)


    Avatar of Satonaka
    Comment by Satonaka
    22:46 30/03/2012 # ! Neutral (0)

    don;t you mean Springfield... Oh Hiya Mod!

    Avatar of Uncommon0taku
    Comment by Uncommon0taku
    18:10 30/03/2012 # ! Neutral (0)

    Actually Moe is a guy that runs a bar in Springfield, Nevada

    Avatar of theandysan
    Comment by theandysan
    12:09 30/03/2012 # ! Neutral (0)

    Man, talk about coming full circle lol!

    Osamu Tezuka was inspired by early Disney films and essentially creates anime, and now Disney is using anime-styled animation.

    Comment by Anonymous
    23:14 30/03/2012 # ! Neutral (0)

    It already came full-circle when Disney intentionally used Tezuka's "Jungle Taitei Leo" to make "The Lion King"...

    Comment by Anonymous
    09:51 30/03/2012 # ! Neutral (0)

    That's the issue with a made up word, what people generally consider the definition will eventually be codified.

    I always thought moe was a character's cuteness based on helplessness. Which of course eventually results in fetishizing powerlessness which is all levels of otaku creepy

    Comment by Anonymous
    15:16 30/03/2012 # ! Neutral (+0.2)

    Except that "moe" isn't a made up word in Japanese. It means to "burn" and to "sprout". Japanese otaku use the word metaphorically to describe a "burning"/"sprouting" feeling when looking at something. Its not used to describe something or someone at all, only the FEELING the VIEWER gets when looking at something or someone(typically someone cute).

    Infact, "moe" is more similar to the word "like" then "suki". FYI, "suki" isn't used to describe a person's feelings, its used to describe someone or something desirable.

    Avatar of Actar
    Comment by Actar
    03:10 31/03/2012 # ! Neutral (+0.2)

    Nowadays, many people mistakenly deem moe as a genera or to describe a type of artstyle. In fact, here are some of the definitions of moe that I've heard being used:

    Moe as the feeling of wanting to protect helpless little girl.
    Moe as pedofilic, creepy sexulization.
    Moe as wanting girls to think of you as your brother/father.
    Moe as I want them to be my girlfirend and fuck them.

    Though, as Anon has said, moe is a feeling of happiness/joy that is generated when seeing something that someone likes. This can be generated by anything, honestly, but it is most commonly related with the feeling one gets when seeing a cute Anime character.

    There are moe 'elements' that can incite this feeling of moe that can rage from outfits to character traits. Some common ones are: Maids, Glasses, Tsunere, Silent Type, etc...

    Comment by Anonymous
    21:49 30/03/2012 # ! Neutral (0)

    kokugo jiten disagrees with you. umadbro?

    すき 【好き】

    1 心がひかれること。気に入ること。また、そのさま。

    Comment by Anonymous
    22:17 30/03/2012 # ! Neutral (0)

    Here you go faggot weaboo gaijin.
    L2 jap anime jargon.

    もえ 【×萌え】



    (youth word) A unilateral strong feeling of love, attachment, passion for someone or something, not necessarily meaning romantic love.


    Supposedly started being used from around Heisei 2 (1990) among lovers of manga / anime. For that reason, it mainly applied to fictional characters at first. Concerning the meaning, the definition is not very concrete. It's an expression of the various feelings that one has for the target. It also can be used as an interjection.

    Avatar of Shippoyasha
    Comment by Shippoyasha
    19:12 31/03/2012 # ! Neutral (0)

    This, pretty much.

    It's like how people can just walk around and say something is 'cool', that specific type of wording has changed through the years.

    People need to realize language is flexible and slang words may in turn become the main definition at times.

    Both English and Japanese are more flexible as languages than some may think.

    Comment by Anonymous
    Comment by Anonymous
    13:47 30/03/2012 # ! Neutral (+0.3)

    English motherfurker!!, do you speak it?!!

    Comment by Anonymous
    07:07 31/03/2012 # ! Neutral (+0.4)

    Only one? And not ever before?

    With all respect to Spanish speaking writers, they are quite notorious insisting to write in their language at all kind possible internet sites which clearly have English as language everybody should be writing with.
    Would never use my mother`s Finnish, unless somebody was specially asking me to do that, or translate something. Or 5 other languages i can as well/badly as this...

    Comment by Anonymous
    22:35 30/03/2012 # ! Neutral (0)

    Не знам за какво става дума ама викам и аз да напиша нещо на кирилица хахахаха :)

    Comment by Anonymous
    17:46 30/03/2012 # ! Neutral (0)

    "idioma de Shakespeare" funny stuff, you've managed to remember a name from your english class well done! You would have been so close if you'd said Dickens instead, the language in his books are similar to now than any of shakespeare's all that poetic prose can be hard to keep up nowadays.
    Next time i go to spain i look forward to hearing people talk like Alatriste, or Lazarillo de Tormes.

    Comment by Anonymous
    11:37 31/03/2012 # ! Neutral (0)

    je ne comprends pas

    Comment by Anonymous
    15:02 31/03/2012 # ! Neutral (0)

    Disney makes his point with this. A nice video, touching all generations, original and all that in 30 sec.

    A great comm'

    Comment by Anonymous
    18:46 31/03/2012 # ! Neutral (0)

    Wenn dann benutzt mal richtiges deutsch und nicht so einen Mist wie aus NGE (Neon genesis Evangelion), da bluten einem richtigen Deutschen wie mir ja das Herz und die Augen.
    soviel zum deutschen Teil...

    @those universal language freaks, Spanish is spoken by more people as their mother tongue than English is( Spanish: 400-500 million, English ~ 340 million native speakers).

    The only reason we're using English here is because there are some freakin colonialists across the Atlantic Ocean who think they are great because they aren't able to speak at least 1 other language. I myself am able to ,at least, write and read English,French and Spanish besides my mother tongue, German.

    If you're too dumb to learn another language,you should just shut up and don't blame others for using their mother tongues here, just because you can't read it, we're not blaming you either to write in that 08/15-language English!

    Comment by Anonymous
    14:38 30/03/2012 # ! Neutral (0)

    Get back to 9fag!

    Comment by Anonymous
    16:11 30/03/2012 # ! Neutral (0)

    Then write in it too :3

    Avatar of seisei
    Comment by seisei
    15:58 30/03/2012 # ! Neutral (0)

    ¡Tica aquí, también! xD

    *But I speak in english ^^'

    Comment by Anonymous
    16:28 30/03/2012 # ! Neutral (0)

    Time for Deutsch! Bratwurst Kindergarten Autobahn! Jawohl mein Herr!

    Comment by Anonymous
    14:28 30/03/2012 # ! Neutral (0)

    por que?

    Comment by Anonymous

    Ja ja que bonito!
    Españoles en Snakaku!!!!
    Saludos desde Costa Rica!

    Comment by Anonymous

    Esta pagina es acerca de cultura general de Japón, así que no debería hablarse todo en el idioma de Shakespeare, al menos en mi opinión eh, así que por mi que nuestros amigos pongan todo en Nihongo si les gusta así y que les den a estas colonias inglesas de mierda...

    Avatar of slowpokwaht
    Comment by slowpokwaht
    20:34 30/03/2012 # ! Neutral (-0.2)

    lol, "el idioma de shakespeare" is just a sort of motto of English that is widely used in spanish, is a lifelong

    Comment by Anonymous

    กิิิิิิิิิิิิ ก กิิิิิิิิิิิิิิ ก กิิิิิิิิิิิ กุุุุุุุุุุุุ ก กุุุุุุุุุุุ

    Comment by Anonymous

    I´m from Argentina, official language: spanish. I think that this is a place visited by people all over the world, so the use of a "universal" language is a must. At this point that language is english, which i believe is not as rich as spanish, but far more efficient; it´s because of this that most of countrys with official germanic languages (english one of them) have high life standards. About the video: beautiful and hearth warming.

    Comment by Anonymous

    Nunca creí que vería un comentario en galego aquí. Me ha alegrado el día. Pronto nos pelearemos por el ondiñas veñen en primera otra vez. The ad very cute, by the way.

    Comment by Anonymous

    Primeros comentarios en ingles....


    Avatar of Shiro_Amada
    Comment by Shiro_Amada

    Koji ste vi ljudi pajseri, svaka vam čast.

    Comment by Anonymous

    watch out!
    We have a badass here

    Comment by Anonymous

    LCL Fullung,Anfang der Bewegung...
    ...Anfang des Nerven anschlusses...
    ...Ausloses von links-Kleidung...

    Comment by Anonymous

    Lo que pasa es que el Ingles es tan pobre en comparación a las lenguas romances, que siempre se destaca a shakespeare por haber logrado con tan poco idioma una prosa de calidad similar a las grandes obras en francés, español o italiano.
    Por eso decir "idioma de Shakespeare" es una forma de tratar de igualar en riqueza y complejidad su idioma con el nuestro, como deferencia.

    Comment by Anonymous

    Füllung und Auslösen.

    Comment by Anonymous

    Γαμώ τις μάνες σας τις πουτάνες, που τις γαμάνε αράπηδες. That is all.

    Comment by Anonymous

    Redet Deutsch ihr Arschenlöcher!

    Avatar of slowpokwaht
    Comment by slowpokwaht

    ondiñas veñen, ondiñas veñen, ondiñas veñen e van......
    saludos desde galicia ;D

    Avatar of Winter Dream
    Comment by Winter Dream

    Deja, niekas čia angliškai nebešneka... U mad?

    Comment by Anonymous

    A ver cuantos de ustedes saben donde se encuentra Puerto Rico. Muchos creen todavia andamos con tapa rabos... En realidad me decepciona saber eso.

    Avatar of PhillB
    Comment by PhillB

    Te sobran las palabras.

    Comment by Anonymous
    01:55 31/03/2012 # ! Neutral (+0.4)

    i don't understand a word... i feel so left out :(

    Comment by Anonymous
    11:52 05/04/2012 # ! Neutral (0)


    Comment by Anonymous
    08:41 31/03/2012 # ! Neutral (0)

    Yeah these people are most likely using google translate...

    Comment by Anonymous
    05:59 31/03/2012 # ! Neutral (0)

    i love how not a single mexican has posted here. go back to school kid.

    Comment by Anonymous

    El español es la segunda lengua mas hablada en el mundo y nos relacionan a todos como ticos. ¿Son los únicos que hay aquí?

    Comment by Anonymous


    Comment by Anonymous

    mae no sabia que habian tantos ticos aqui...

    Comment by Anonymous

    Co nie znasz innych języków poza hamburgerowym? haha.

    Comment by Anonymous


    Avatar of Falos
    Comment by Falos

    Protip: Moe is not a visual trait.

    I feel like the current grasp of moe by the community warrants that I should write that over and over. In all caps. It would look like this:


    The frequent overlap with cute or kawaii is only incidental, they not a direct cause.

    Comment by Anonymous
    10:31 30/03/2012 # ! Neutral (+0.2)

    What about meganekko moe? That's only a visual trait, yet it's been considered moe for a long time.

    Comment by Anonymous
    02:33 31/03/2012 # ! Neutral (+0.4)

    why is this comment rated as bad?

    you are all idiots who only know two words in foreign language.


    Comment by Anonymous

    Now if I pour some gasoline and set you on fire that would so MOEEEEEEEEEEE!

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