Kawaii (かわいい) is a japanese term and aesthetic referring to the broad cultural concept affirming items, behaviors, and visual styles that evoke childlike cuteness, sweetness, and charm Qualities that make one's heart flutter. Kawaii culture is a japanese cultural phenomenon that celebrates cuteness through embracing people, objects, and fictional characters that portray youthful innocence, charm, warmth, and playfulness. Kawaii can be heard on many tv shows and is spoken by old and young alike on most japanese streets As a japanese cultural trend, this concept quickly evolved into a worldwide sensation that has spread throughout many aspects of modern western life. 在古代日本，当时人们表达“可爱”之意用到的词汇，其实并非“かわいい”（Kawaii），而是用如今表达“美丽”之意的“うつくし”（Utsukushi），汉字写作“美し”一词来表达。
The invention of hello kitty is seen as part of a wider cultural wave of kawaii in japan. “kawaii” means “cute” or “adorable” in japanese It describes a cultural style that values softness, charm, and playfulness in fashion, art, and daily life. Roughly translated as “cuteness,” kawaii is one of the most frequently used japanese words In a broader sense, it describes the culture of celebrating all things adorable and embracing fictional characters as the embodiment of positivity. This article explores the origins and evolution of kawaii culture and its societal perceptions in japan
Kawaii （日语： 可愛い）是一種文化現象，强調可愛、純真和善良的感覺。 澀谷區 的 原宿 和 澀谷109，是可愛文化的重要發源地之一。
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