In the delightful presence of adorable little things, it isn't uncommon to be conquered by a desire to shout "Kawaii". In Western culture, we've come to think of kawaii as a synonym for cute. In Japan, where the kawaii aesthetic (审美) has been its own pop culture phenomenon for decades, the word is a bit more complex.
Nittono, a kawaii researcher, says the Japanese word kawaii was originally an affective adjective that expressed one's feelings toward an object. "In Japanese, we can say 'feel kawaii,'" he adds. Visually, kawaii is tied to what researchers call baby schema—a large head, round face, and big eyes—but kawaii involves the other senses too. In a paper published in the journal Universal Access, researchers reported that people also label certain sounds as cute, and those sounds tend to be high pitched, like the chirp (鸣叫) of a baby bird.
Kawaii isn't always what we would traditionally describe as cute, either. Ugly or strange- looking things can also bring about kawaii feelings, a concept referred to as kimo-kawaii, or "gross cute."
Put simply, Nittono says, kawaii is the "cute emotion" you experience in the presence of something that elicits that emotion.
Kawaii doesn't just make us feel good — it changes our behavior. Kawaii is what causes you to pinch (捏) a baby's cheeks or snuggle (紧抱) a puppy. What's more, kawaii not only makes you want to physically embrace the cute thing, but also enables a natural need to protect it. Kawaii also influences our feelings and behavior in other ways. It has a calming and healing effect, for instance. It also makes us soft — more easily influenced and open to requests. "I think kawaii, or cute feelings, reminds us of human connection that we sometimes forget," says Nittono.
