Kawaii

Kawaii is the culture of cuteness in Japan. It can refer to items, humans and non-humans that are charming, vulnerable, shy and childlike.Examples include cute handwriting, certain genres of manga, anime, and characters including Hello Kitty and Pikachu.

The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms.