Super Kawaii 可愛い

I fell in love with Japan when i visited a few years back. Everyone came across as incredibly respectful and kind, the landscapes were absolutely exquisite, but besides the comfort in its amazing beauty, what intrigued me the most was its "cuteness". Everywhere you look is a cute little cartoon character as their symbols for anything and everything. From toilet seat logos to bigwig corporations, everywhere was filled with kawaii. On the buildings, signs, groceries, vehichles and everywhere else in Tokyo, businessman's cell phones, little old ladies' purses, on everyones key chains, as well as many clothes and accessories on women (and men) would be adorned with some cute little japanime or cute cartoon character, animal or charm. Some years before then, we visited China and i saw similar logos and cuteness that i thought at the time was very different and interesting and it made it seem so peaceful and happy like surreal like an asian pleasantville. Having been exposed to Sanrio and Japanimation when i was younger in school, i collected these types of things because i thought they were cool and interesting. It was as of then officially socially acceptable for adults to have toys and have an interest in them... This really worked(s) out for the child in me. I had to enter this in the Finding Beauty page because to me, kawaii is a clever way of creating and maintaining what is at least projected as a unique, happy, positive and harmonious coveted-by-many culture and thats beautiful.

The following is the definition of "Kawaii" found on Wikipedia :

Since the 1970's, cuteness (可愛さ, kawaisa) has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms. Foreign observers often find this cuteness intriguing and sometimes strange because the Japanese employ it in a vast array of situations and demographics where, in other cultures, it would be considered incongruously juvenile or frivolous (for example, in government publications, public service warnings, office environments, military advertisements, and commercial airliners, among many others).

Cute elements can be found almost everywhere in Japan, from big business to corner markets and national government, ward, and town offices. Many companies, large and small, use cute mascots to present their wares and services to the public.

Cute merchandise is extremely popular in Japan. The two largest manufacturers of such merchandise are Sanrio (manufacturers of "Hello Kitty") and San-X (manufacturers of "Kogepan", "Nyan Nyan Nyanko" and "Rilakkuma"). This character merchandise is a hit with Japanese children and adults alike.

Cute can be also used to describe a specific fashion sense of an individual, and generally includes clothing that appears to be made for young children, outside of the size, or clothing that accentuates the cuteness of the individual wearing the clothing. Ruffles and pastel colors are commonly (but not always) featured, and accessories often include toys or bags featuring anime characters.

As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity. Tomoyuki Sugiyama, author of " Cool Japan", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.

On the other hand, those skeptical of cuteness consider it a sign of an infantile mentality. In particular, Hiroto Murasawa, professor of beauty and culture at Osaka Shoin Women’s University asserts that cuteness is "a mentality that breeds non-assertion ... Individuals who choose to stand out get beaten down."

Cute merchandise and products are especially popular in some parts of east Asia, such as China, Hong Kong, Taiwan and Singapore.

In some Asian and western cultures, the Japanese word for cute (kawaii, 可愛い) has joined a number of other Japanese words borrowed by overseas fans of Japanese pop culture often in the wrong context. While the usage is almost entirely limited to the otaku subculture, it has been used by American singer Gwen Stefani, who gave kawaii a brief mention in her Hollaback Girl music video.

The influence of cuteness and manga has also been adopted by several North American businesses.