Part of the confusion stems from a misunderstanding of “kawaii,” which is Japanese for “cute” but also connotes a lovable or adorable essence. Sanrio recruited Shimizu and other ...

Sanrio is a Japanese company that designs, produces and sells products and their licenses with a focus on "kawaii" aesthetics ...

In Japan, ‘cute’ is a big deal. Their own word for it, kawaii (“ka-why-ee”), is more of an ethos than an adjective. Shops and billboards are filled with big-eyed fluffy figures.