How the Japanese Term Kawaii Is Perceived Outside of Japan: A Study in Israel

Abstract

In Japan, many products contain the characteristics of small, round, bright colors, and are adorable and sweet, in short kawaii (“cute” in direct translation into English). Over the years, the mass production of kawaii goods has made its way to the West, initially through visual media and later on through consumption goods. This exposure has brought increased interest in Japan and its culture among young Westerners as well as a rise in familiarity with everyday Japanese words like kawaii. This study illuminates how non-Japanese people, in this case Israelis, define and treat the term kawaii. The results of the survey showed that a high number of respondents were familiar with the term kawaii, were able to define it in their own words, and had a positive approach toward it. This article provides some empirical evidence of a successful penetration of the Japanese consumer-related culture and popular words in Israel.