A modern phenomenon, since the 1970s cuteness or kawaii (可愛い?) in Japanese (literally, "loveable" "cute" or "adorable") has become a prominent aesthetic of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.
As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity. Tomoyuki Sugiyama, author of "Cool Japan", believes that "cuteness" is rooted in Japan's harmony-loving culture, and Nobuyoshi Kurita, a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that's acceptable and desirable in Japan.
Read more about this topic: Japanese Aesthetics