There are many Kawaii in Japan.


  1. Origin of Kawaii
  2. Kawaii things in Japan
  3. Summary
Kawaii is the quality of cuteness in the context of Japanese culture.  It has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance,behavior, and mannerisms.

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Origin of Kawaii

The word “kawaii” originally derives from the phrase Kaoutsushi, which literally means a “radiant face”, but more commonly referred to the blushing of an embarrassed person. Over time, the meaning changed into the modern meaning of “cute”, and the pronunciation changed to Kawayui and then to the modern Kawaii.  It is most commonly written in hiragana.


Kawaii things in Japan

Physical attractiveness

In Japan, cuteness is expected of men and women.  There is a trend of men shaving their legs to mimic the neotenic look.  Japanese women often try to act cute to attract men.  A study by Kanebo, a cosmetic company, found that Japanese women in their 20s and 30s favored the “cute look” with a “childish round face”.  Women also employ a look of innocence in order to further play out this idea of cuteness. Having large eyes is one aspect that exemplifies innocence; therefore many Japanese women attempt to alter the size of their eyes. To create this illusion, women may wear large contacts, false eyelashes, dramatic eye makeup, and even have a double eyelid surgery.

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Momoiro Clover Z performing at Japan Expo convention on Japanese popular culture.
Idols are media personalities in their teens and twenties who are considered particularly attractive or cute and who will, for a period ranging from several months to a few years, regularly appear in the mass media, e.g. as singers for pop groups, bit-part actors, TV personalities, models in photo spreads published in magazines, advertisements, etc.  Morning Musume, AKB48, Momoiro Clover Z are examples of popular idol groups in Japan during the 2000s & 2010s.


This concept of “kawaii” has had an influence on a variety of products, including candy, such as Hi-Chew, Koala’s March and Hello Panda. Cuteness can be added to products by adding cute features, such as hearts, flowers, stars and rainbows.
An All Nippon Airways Boeing 747 with a Pokémon livery cute elements can be found almost everywhere in Japan, from big business to corner markets and national government, ward, and town offices. Many companies, large and small, use cute mascots to present their wares and services to the public.
Cute can be also used to describe a specific fashion sense of an individual, and generally includes clothing that appears to be made for young children, apart from the size, or clothing that accentuates the cuteness of the individual wearing the clothing. Ruffles and pastel colors are commonly (but not always) featured, and accessories often include toys or bags featuring anime characters.

Now, You can buy Wawaii items at any shop in Japan even through the internet.



he word “kawaii” originally derives from the phrase Kaoutsushi, which literally means a “radiant face”, but more commonly referred to the blushing of an embarrassed person.

There are many Kawaii things in Japan and you can buy Kawaii items at any shop in Japan even through internet.
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