The term ukiyo – ‘the floating world’ – described a distinctive Edo attitude to pleasure, to enjoying literature and theatre, visual arts, or dining out. Ukiyo also reminded Edoites of Buddhist appreciations of a world of sadness and sorrow. Aristocrats had long enjoyed the elevated refinement of classical Noh theatre. The Edo public enjoyed the accessibility, colour, and high drama of the popular ka-bu-ki (sing + dance + skill) theatre. For Utagawa Toyokuni I (1769–1825) the theatre offered career changing opportunities. His Utagawa school became famed for the theatrical expression and vigour of their representations of actors, favourite scenes, and inventive promotions of kabuki presentations. His artists supported the development of a highly competitive star culture amongst its actors. By the early nineteenth century kabuki subjects had become the most popular in the ukiyo-e (floating world picture) repertoire.