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Kawaii – the cuteness culture in Japan.

  • Jun 18, 2015
  • by Alina

Culture ALL

Kawaii – lovable, cute, adorable.
Kawaii has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance and even behaviour.
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Cute elements can be found almost everywhere in Japan, from big business to corner markets, restaurants, and even national government and town offices. Many companies and shops, large and small, use cute mascots to present their services to the public.
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No longer limited to teenagers, the spread of making things as cute as possible, even common household items, is currently embraced by people of all ages. Each day new fashion genres are being invented, such as anime, mascots, nail art, sweets, and celebrity idols. And the best part? There are no rules! Anything, anywhere can be kawaii.
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Everywhere you go, you are surrounded by cuteness as kawaii characters appear on nearly every sign.
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Kawaii has a big influence in the food industry as well. In Japan, the appearance of food is almost as important as its taste. But what happens when the food is just too cute to eat?
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Japanese mothers prepare colourful and extremely cute bento (lunch box) for their children, to encourage picky eaters to eat their food and consume a wider variety.
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As you see, cuteness is unavoidable on a trip to Tokyo or any of Japan’s major cities. You will definitely be fascinated by Japan’s cult of cuteness. After all, Japan just wouldn’t be the same without it.
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