How emoji conquered the world

Shigetaka Kurita is the man who created emoji, and during his time at Docomo he saw the shift happen first-hand. He was part of the team working on i-mode — a project that was just beginning to take shape, but would be the world’s first widespread mobile internet platform, combining features like weather forecasts, entertainment reservations, news, and email. i-mode would prove so popular that it would completely engulf the country, giving Japan’s mobile internet a nearly 10-year lead internationally. Initially, though, the i-mode team needed ideas, and in order to get a look at other work already being done on mobile internet applications, Kurita and others visited San Francisco in 1998 to check out AT&T’s Pocket Net.

It was the first service in the world to provide amenities like email and weather forecasts over a cellular network, and using AT&T’s new cellular digital packet data (CDPD) service, it was capable of transfer speeds of 19.2Kbps. (In comparison, an average US LTE connection today is around 9.6Mbps, or about 500 times faster). “At the time, the specs on the devices were really poor, so they weren’t able to display images, for example,” Kurita explains. Pocket Net had weather news, but things like ‘cloudy’ and ‘sunny’ were just spelled out in text. The lack of visual cues made the service more difficult to use than it ought to be, and Kurita recognized that AT&T’s mobile experience would benefit majorly from some extra characters to show contextual information.

The promise of digital communication — being able to stay in closer touch with people — was being offset by this accompanying increase in miscommunication

Windows 95 had just launched, and email was taking off in Japan alongside the pager boom. But Kurita says people had a hard time getting used to the new methods of communication. In Japanese, personal letters are long and verbose, full of seasonal greetings and honorific expressions that convey the sender’s goodwill to the recipient. The shorter, more casual nature of email lead to a breakdown in communication. “If someone says Wakarimashita you don’t know whether it’s a kind of warm, soft ‘I understand’ or a ‘yeah, I get it’ kind of cool, negative feeling,” says Kurita. “You don’t know what’s in the writer’s head.”

Face to face conversation, and even the telephone, let you gauge the other person’s mood from vocal cues, and more familiar, longer letters gave people important contextual information. Their absence from these new mediums meant that the promise of digital communication — being able to stay in closer touch with people — was being offset by this accompanying increase in miscommunication.

“So that’s when we thought, if we had something like emoji, we can probably do faces. We already had the experience with the heart symbol, so we thought it was possible.” ASCII art kaomoji were already around at the time, but they were a pain to enter on a cellphone since they were composed with multiple characters. Kurita was looking for a simpler solution.