可愛いkawaii
Quick definition:Kawaii is a Japanese word meaning cute, lovable or charming, and it describes both a feeling and a whole style of design found in anime, manga, fashion and everyday products.
Meaning
Kawaii means cute, but it covers more than simple prettiness. The word is used for babies, animals, small objects and gentle characters, and also for the warm feeling of wanting to protect something sweet. In anime and manga it describes characters with round faces, large eyes and small, soft features.
Kawaii is also a design style. Mascots, stationery, snacks, clothes and phone accessories in Japan often use rounded shapes, pastel colours and cheerful faces, and cities have shops and cafes devoted to the look. Characters such as Hello Kitty are well-known examples, and the style has spread worldwide through fashion and merchandise.
In everyday speech, kawaii can be said about almost anything, from a puppy to a handwritten note. The word is so common that fans abroad use it in English in the same way, often in the phrase kawaii desu, meaning it is cute.
Origin:Kawaii comes from an older Japanese word, kawayushi, which described something that stirred pity or tenderness, and over time its meaning shifted towards cute and lovable. It became a key word in Japanese popular culture in the late twentieth century and spread overseas through anime, character goods and fashion.
Example:A small round mascot with big eyes and a tiny smile on a pencil case is a classic kawaii item. In anime, a shy girl with a hair ribbon, a fluffy animal companion or a pastel-coloured cafe scene might be described as kawaii by fans.
Did you know?Kawaii has been treated as a serious subject, with researchers studying why people respond to babyish features such as large eyes and round faces. Japan's foreign ministry has also at times named kawaii ambassadors to promote Japanese culture abroad.
