Japanese Kawaii Marketing Influences ALL Of Social Media | Culture | Twitch

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Kawaii (Japanese: かわいい or 可愛い, IPA: [kawaiꜜi]; 'lovely', 'loveable', 'cute', or 'adorable')[1] is the culture of cuteness in Japan.[2][3][4] It can refer to items, humans and non-humans that are charming, vulnerable, shy and childlike.[2] Examples include cute handwriting, certain genres of manga, anime, and characters including Hello Kitty and Pikachu.[5][6]

The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms.