kawaii

Kawaii is the Japanese word for “cute.” In English it describes things that are adorable in a particular Japanese style, and it also names the whole culture of cuteness, from Hello Kitty to pastel fashion.

What kawaii means

Kawaii covers anything sweet, small, soft or charming: round-faced cartoon animals, pastel stationery, plush toys, tiny snacks shaped like characters. English speakers often use it for things that look like they came out of a Japanese gift shop. Merriam-Webster lists both an adjective (“cute”) and a noun for the culture or aesthetic.

Kawaii culture

In Japan, cute characters show up almost everywhere, from snack packaging to official mascots. Wikipedia says kawaii culture began to flourish in the 1970s, and Sanrio created Hello Kitty, one of its most famous symbols, in 1974. It has also shaped fashion subcultures like decora.

Examples

• “This little panda keychain is so kawaii.”
• “Her room is full of kawaii plushies.”
• “The café serves kawaii latte art shaped like cats.”
• “Kawaii culture is huge in Tokyo’s Harajuku district.”

Can kawaii sound cringe?

A bit, depending on who’s saying it. Sprinkling “kawaii” into everyday English can come across as weeb behaviour. Used to describe actual Japanese-style cuteness, it’s perfectly normal.

Where kawaii comes from

Kawaii is a standard Japanese word. Wikipedia traces it to an older phrase, kao hayushi, roughly “face aglow.” Merriam-Webster dates the English adjective to 1965 and the noun to 1986.

Related terms

• Decora: colourful, accessory-heavy Harajuku fashion.
• Soft girl: pastels and cute details.
• UwU: a cute text face.
• Aegyo: the Korean idea of acting cute.

Explore more in our anime slang dictionary.