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Kawaii (可愛い/かわいい) is a Japanese word and culture similar to the word "cute" in English. Kawaii culture is appreciation of things that match this aesthetic, such as fictional characters and merchandise. Companies such as Sanrio are character development companies for kawaii characters like Hello Kitty, My Melody, Kuromi and Cinnamoroll (see here for a list on the wiki).

See also

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