In Tokyo, ‘cute’ doesn’t just refer to the kitschy kawaii styles that Harajuku is famous for. Sure, ‘cute’ is an expression we use on an animal-shaped doughnut, a 3D latte art of a cat, or a bento ...

Kawaii, or cuteness, is a prominent aspect of Japanese culture. But kawaii goes beyond just a look or mannerism; it is also a form of visual language, used to communicate everything from branding to ...