1. Kawaii: perceptions and how it effects the media
Addie Gingold JAPN311

2. What is Kawaii? Originally referred to docile behavior in women
Cuteness found in popular culture, merchandise, and behavior
Globally known in anime, J-pop, ect.
Kawaii Ambassador
Kyary Pamyu Pamyu

3. Importance of kawaii culture
“Encompasses everything that's acceptable and desirable in Japan” Kurita Nobuyoshi of Musashi University
Influential in business ventures
Helps establish national identity
All Nippon Airways used Pokémon to increase their popularity among families

4. “Cute engineering” Popular form of mental manipulation in the media
Reduces feelings of fear or discomfort from unsatisfactory information

5. Conclusions Clever marketing scheme for global competition
Powerful tool in foreign/domestic tourism
Cons: Kawaii culture appears to Japan’s only appeal to outsiders

6. References
Osenton, S. (2007). Insidiously 'cute': Kawaii cultural production and ideology in japan. Masters Abstracts International, 45(3), 1239.
Nittono, H. , Fukushima, M. , Yano, A. , & Moriya, H. (2012). The power of kawaii: Viewing cute images promotes a careful behavior and narrows attentional focus. PloS One, 7(9), e46362.
Cheok, A. , & Fernando, O. (2012). Kawaii/cute interactive media. Universal Access in the Information Society, 11(3),