Definition

Kawaii

What is Kawaii?

Japanese aesthetic of "cuteness," pervasive in pop culture and design.

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Articles that cover it

Japan

Mur de distributeurs de gachapon colorés alignés dans une gare d'Akihabara à Tōkyō.

Society11 min

Gachapon: Japan's Capsule Toy Culture

The history and culture of gachapon, Japan's capsule-toy machines. Onomatopoeic origins, Bandai, Kaiyōdō, Fuchiko, and an industry worth hundreds of billions of yen.

May 10, 2026Read

Japan

Boutique Hello Kitty de Sanrio, vitrine de la culture kawaii.

Society9 min

Sanrio and Hello Kitty: The Global Empire of Japanese Kawaii

From silk to Hello Kitty through Kuromi, Cinnamoroll and My Melody, the history of Sanrio, the Japanese company that invented the economy of kawaii.

March 6, 2026Read

Related terms

Sanrio
Hello Kitty
Japanese soft power
Pop culture
Manga
72 micro-seasons

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