What is Kawaii culture? Kawaii is essentially the “cuteness” that infiltrates Japanese culture. It’s seen everywhere, from clothing, to toys, to behavior. It’s difficult to explain but you’ll know when you see it. People in the States would look at it and think “Juvenile” or “Young”, but here in Japan, Kawaii is not limited to adolescent girls. Adults, teens, and children alike like “kawaii” things. We most associate Kawaii with Hello Kitty and Pokémon, but it can apply to anything that is considered cute.
I definitely went to Japan thinking that kawaii culture was silly and only for young girls, but I may or may not have left with a Rilakkuma stuffed toy and a hot pink Hello Kitty suitcase!!