The Cult of Kawaii: Cuteness in Japan

Japan’s ‘Kawaii’ culture, i.e. the cult of ‘cuteness’ is often celebrated on the internet: Cute cats, wide-eyed loveable animated characters and insanely cute designs are only the start of it. Hello Kitty is popular across the globe, as are the beautiful animations from Studio Ghibli, such as My Neighbour Totoro and countless other anime and manga series from different studios. It’s hardly surprising that it was a Japanese study which found that looking at cute animal pictures can make you more productive. While most of the aforementioned cute icons are only really seen on paper or on screens, upon entering Japan, fiction becomes reality. Continue reading