What Is “Gowa Gowa”? The Japanese Sound of Stiff, Rough Texture

11/02/202511/05/2025

Ever worn a sweater that felt scratchy against your skin?

Or touched a towel that wasn’t soft, but stiff and rough?

That’s when the Japanese onomatopoeia “Gowa Gowa” comes in —

a sound and feel that describes something coarse, stiff, or not smooth to the touch.

Before we dive in, hear what it sounds like!

Table of Contents

What is “Gowa Gowa” (ごわごわ)?

“Gowa Gowa” expresses a rough, hard, or stiff texture, especially for fabrics, hair, or paper.
It captures the feeling when something that should be soft instead feels rigid or unpleasant to touch.

It can be used in two main ways:

For fabrics or materials — stiff, coarse, or rough (e.g., towels, clothes, sheets).
For hair or fur — dry, tangled, or stiff.

It often implies discomfort, but sometimes also natural stiffness — like thick paper or an old uniform.

Pronunciation

goh-wah goh-wah
(Say it with a slight friction, as if the sound itself rubs.)

What Does “Gowa Gowa” Look Like?

It looks like a freshly washed towel dried too long in the sun.
Like uncombed hair after waking up.
Like a stiff old jacket that’s lost its softness.

How Do You Say It?

Say it with a little “friction” in your voice:
Gowa… gowa…

You can almost feel the scratchy texture on your tongue.

Examples in Daily Life

Example 1: Scratchy sweater

The wool sweater touched her neck —
so stiff and rough,
gowa gowa…

Gowa Gowa, meaning, Japanese sound words, onomatopoeia, Stiff, Rough Texture

Example 2: Bed sheets after drying

The sun-dried sheets felt crisp,
a little too rough on her skin —
gowa gowa…

Just for reference, in Japanese, this would be:
ごわごわだよ。

Cultural Note

In English, you might say:

“Rough to the touch.”
“Scratchy.”
“Stiff.”

But in Japanese, “gowa gowa” adds a tactile layer — you feel the roughness just by saying it.
It’s often used in daily conversation to describe clothes, hair, or even paper texture.