kawaii

1 of 2

noun

ka·​waii kə-ˈwī-ē 

: a lighthearted Japanese aesthetic that features cute characters who exude a childlike innocence

In Japan, the epicentre of the aesthetic known locally as kawaii, brands like Hello Kitty and Pokémon have generated extraordinary value. … Its design language taps into mental schemas linked to youth. Physically, that means bigger eyes, larger foreheads, rounded bodies, clumsy movements, softer colours and fluffy textures. Psychologically, it draws on traits such as vulnerability, innocence, naivety, sleepiness and playfulness.

—Sophie Attwood

… there is the obsession with everything cute, or kawaii: road-construction barricades shaped like pink bunnies, cartoon figures painted on buses, and even men in suits toting brightly decorated smart phones.

—Vogue

Kawaii culture in Japan is all about an appreciation of cute things with an almost childish innocence: characters such as Hello Kitty and Pikachu, quirky stationery, mascots and phone charms. An escape from daily pressures. "I use the word all the time in my day-to-day life," says [Marie] Kondo. "In English, of course, we translate it as cute but it's the sense of cherishing something, of finding something adorable."

—Margaret Hussey

kawaii

2 of 2

adjective

: featuring or evoking the aesthetic of kawaii : of, relating to, or characteristic of kawaii

Come in costume for a cute-themed event set to include … a kawaii food court with cute food and drink options, and more.

—Anne Schrager

… the kind of adorable, kawaii voice that is perfect for cute, anime girls and cartoony mascots alike.

—Sean Cubillas

Many of the characters appear sweet, innocent and kawaii …

—Danyell Marshall

Word History

Etymology

Noun

derivative of kawaii entry 2

Adjective

borrowed from Japanese kawaiī "cute, adorable"

First Known Use

Noun

1986, in the meaning defined above

Adjective

1965, in the meaning defined above