Kawaii

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Cute, adorable, pretty…Kawaii.

In Japanese culture, kawaii is not just for kids; it’s everywhere. In the country that normalized the idea of comics and cartoons for adults, it’s no surprise that kawaii is part of the aesthetic. It’s in the clothes that adorn the ever-popular kawaii miniature pet dogs. It’s in the cute mascots created by all kinds of organizations, from municipalities to the armed forces. It’s on billboards, safety notices and other signage. It’s in fashion and industrial and graphic design. It’s in advertising and music and art. And of course, it’s in manga and anime, where it likely all began.

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