"Kawaii" redirects here. For the manufacturer of musical instruments, see Kawai; for the Hawaiian island, see Kauai.
Since the 1970s, cuteness (in Japanese adjective, kawaii (かわいい?)) has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.[1] Foreign observers often find this cuteness intriguing, revolting or even childish because the Japanese employ it in a vast ar...