'lovely', 'loveable', 'cute', or 'adorable'. It is the culture of cuteness in Japan.It can refer to items, humans and non-humans that are charming, vulnerable, shy and childlike.Examples include cute handwriting, certain genres of manga, and characters including Hello Kitty and Pikachu.The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms. 

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