by: Natasha Gale L. Vergara
Kawaii (カワイイ) is cuteness in the context of Japanese culture. It means lovable, cute or adorable. Kawaii has been taken as the second meaning of cool, groovy and acceptable. It has become an outlook for Japanese popular culture, entertainment, clothing,food, toys, etc.
Kawaii characters can be found almost everywhere in Japan, from business, markets, national government, hospital and offices. That’s why many companies use cute mascots to present their services to the public.
These are some of the popular Kawaii characters in Japan.
Pikachu is popularly known as the mascot of the Pokémon franchise and a major representative of Nintendo’s collective mascots.
Kirby is the main protagonist of Nintendo’s Kirby video game series created by Masahiro Sakurai at HAL Laboratory.
Sanrio Co., Ltd. is a Japanese company that designs, licenses and produces products focusing on the kawaii (cute) segment of Japanese popular culture.
The Kawaii concept has become something of a global phenomenon. The aesthetic cuteness of Japan is very appealing to people globally. Tha’ts why many people are being addicted to Kawaii Invation.