what does wagamama mean

The word “wagamama” (わがまま) is Japanese and most commonly means things like “selfish,” “self‑indulgent,” “self‑centred,” “demanding,” or “wilful,” and is often used for a “naughty” or badly behaved child.

Core meaning

• In everyday Japanese, wagamama describes someone who puts their own wants first, even when it inconveniences others.

• Typical English glosses include: “selfish,” “self‑indulgent,” “self‑centred,” “egotistical,” “demanding,” or “wilful.”

• It is often used about a child who is fussy, disobedient, or insistent on getting their own way, hence the restaurant brand’s translation “naughty child.”

Nuance in Japanese

• Traditionally, wagamama has a negative flavour: it suggests someone is inconsiderate, spoiled, or not thinking about others’ needs.

• The word can also describe a moment of behaviour, not a permanent personality trait – someone “being wagamama” in a situation, rather than “a wagamama person” forever.

• Some modern writers and linguists note that the nuance is softening in contemporary usage, sometimes edging towards “strong‑willed” or “having a strong personal desire or commitment,” which can be seen more positively in certain contexts.

Why a restaurant is called “wagamama”

• The international restaurant chain chose “wagamama” as a memorable Japanese name; in branding, they lean into a playful, less harsh sense of “naughty” or “indulgent.”

• In that branding context, it suggests: “indulge yourself,” “follow your cravings,” or “enjoy food your way,” rather than literally “selfish” in a moral sense.

So, when you see “Wagamama” on a restaurant sign, think “indulgent / have it your way,” but in Japanese conversation wagamama is still most often a mildly critical word for selfish or demanding behaviour.