Japan has ambassadors to more than 150 countries. Earlier this year, the Foreign Ministry appointed three more – "kawaii" (cute) ambassadors whose job is to travel abroad to introduce Japanese pop ...

“I don’t think it’s to appear to be healthy, it’s purely a style statement,” Tokyo-based French fashion designer Julien David said of activewear’s rise in the country. “The biggest shift in Kawaii is ...

Pink globalisation, the spread of cute goods from Japan to other parts of the industrial world, has been a stronghold of consumption in the late 20th and early 21st centuries, particularly with Hello ...

Providing an in-depth overview of all things kawaii (cute), this book traces the cute aesthetic from its inception in the 1970s as a schoolgirl trend to its position as a leading cultural norm, and ...

Kawaii. You hear it in anime, you hear it on TV shows, and you hear it on the streets of Japan, where the word is spoken by young and old alike. With people around the world growing up on Japanese ...