"Kawaii" in Japanese means cute, adorable, lovable. Rooted deep in Shinto traditions of simplicity and harmony, this culture of cuteness has swept up Japan in its warm embrace. Cute peeks around every corner, from police stations and construction sites to schoolhouses and supermarkets, making even the most mundane things adorable.
Japanese fans of Kawaii culture incorporate cuteness into every aspect of their everyday lives. Young people celebrate cute characters in everything from manga and anime to videogames, and top executives and prime ministers have even been known for their love of kawaii things.