Kawaii is a Japanese word meaning “cute” and “adorable”.
It is a huge factor in Japanese pop culture and entertainment, where “cute elements” or mascots can be found everywhere, from small businesses, to big businesses and even national government!
Perhaps the most famous example of kawaii is Hello Kitty. Founded in 1960 by Sanrio, it has now become one of the most successful brands in the world!
As of now, kawaii has woven itself into the fabric of Japan, captured and inspired an East Asian form of Kawaii and is now beginning to find a new way into Western cultures.