“I think kawaii, or cute feelings, reminds us of human connection that we sometimes forget,” says Hiroshi Nittono, director of the Cognitive Psychophysiology Laboratory at Osaka University.

Kawaii: Going crazy for cute the Japanese way Kawaii, or a love of the adorable, is huge in Japan – and it’s big here too. Bless, says Will Coldwell Will Coldwell Friday 31 May 2013 15:26 BST ...

Kimo-kawaii, meanwhile, offered an alternative to the traditionally child-like definition of “cute.” It wasn’t until the 2000s, though, that kimo-kawaii really became a cultural force.

The word kawaii (a Japanese word which is a rough equivalent of cute) is becoming an international word. However, why cute things attract us and how they affect our mind are not clear.