What is Kawaii Culture?

Kawaii means cute or lovable, and it is an aesthetic that dominates Japanese popular culture. Cuteness can be seen everywhere in daily life and is embraced by all ages. A middle-aged woman might carry a leather Hello Kitty wallet while an old man will think nothing of carrying a shopping bag decorated with animation characters.

Why is Hello Kitty So Popular?

The Hello Kitty phenomenon is a prime example of Japan’s obsession with cuteness. Invented by Sanrio in the 1970s, Hello Kitty continues to influence the Japanese retail market with products ranging from sweets, notebooks, watches, leather wallets, and suitcases. Many of the older generation grew up with this brand, so they like to still buy its products out of loyalty and nostalgia.

JR Train Stations

Another area which embraces this aesthetic is the Japanese railway with its themed shinkansen and railway stations.