KAWAII

Kawaii is a Japanese cultural phenomenon which emphasizes cuteness, childlike innocence, charm, and simplicity. Kawaii culture began to flourish in the 1970s, driven by youth culture and the rise of cute characters in manga and anime and merchandise, exemplified by the creation of Hello Kitty by Sanrio in 1974. The kawaii aesthetic is characterized by soft or pastel colors, rounded shapes, and features which evoke vulnerability, such as big eyes and small mouths, and has become a prominent aspect of Japanese popular culture, influencing entertainment, fashion, advertising, and product design.