ince the 1970s, cuteness, in Japanese kawaii (可愛い?) (literally, "loveable" "cute" or "adorable") has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.
Some examples are Hello Kitty and Sanrio products.
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."
i'd rather live it 'cause dreamers always chase but never get it...............................♥ sam ypma