“Women thus embrace the harmlessness and innocence of shōjo by enthusiastically consuming cute merchandise, while delaying their roles as wives and mothers.” Kawaii culture is classified by ...

Integral to the global phenomena of cute, the exhibition asserts, is “kawaii,” a Japanese word which literally translates as “cuteness.” According to the exhibition, modern kawaii culture ...

A timeline cleanse is meant to interrupt that cycle with a reprieve from the chaos. “I think kawaii, or cute feelings, reminds us of human connection that we sometimes forget,” says Hiroshi ...

Kawaii is inescapable in Japan ... As of the time of writing, 676 million posts are tagged #cute on Instagram. The 66 million or so TikTok videos with the same hashtag have over 625 billion ...