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Kawaii (Japanese: かわいい or 可愛い, IPA: [kawaiꜜi]; 'lovely', 'loveable', 'cute', or 'adorable') 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, anime, and characters including Hello Kitty and Pikachu from Pokémon.
The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms.