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To better understand what does "launched" mean

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As a child growing up in Japan, Yuki was fascinated by pictures of American celebrities. "Their smiles looked strange to me, they opened their mouths too widely, and raised the corners of their mouths in an exaggerated way."

Japanese people tend to shy away from overt displays of emotion, and rarely smile or frown with their mouths, Yuki explained, because the Japanese culture tends to emphasize conformity, humbleness and emotional suppression, traits that are thought to promote better relationships.

So when Yuki entered graduate school and began communicating with American scholars over e-mail, he was often confused by use of emoticons such as smiley faces :) and sad faces :( . "It took some time before I finally understood that they were faces," he wrote in an e-mail. In Japan, emoticons tend to emphasize the eyes, such as the happy face (^_^) and the sad face (;_;). "After seeing the difference between American and Japanese emoticons, it dawned on me that the faces looked exactly like typical American and Japanese smiles," he said.

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via azbukivedi, sunfell