Kawaii

Kawaii is a part of Japanese culture that focuses on cuteness and charm. It expresses innocence, friendliness, and childlike behavior. The word kawaii (かわいい) means cute or lovable in Japanese. It also plays a quite important role in Japan's entertainment, fashion, food, and behavior. Kawaii can not only be found in Japan, but also East Asian countries like China, Taiwan, Hong Kong, South Korea, and Macau, and also in Southeast Asian countries like the Philippines, Thailand, Vietnam, and Singapore. It is also starting to become popular in the United States among fans of anime and manga, among other aspects of Japanese culture.

Hello Kitty poster in Tokyo