Ask someone if they know some Japanese words, they will say, ‘Yes: ohayō, arigatō and kawaii!’ (‘good morning,’ ‘thank you’ and ‘cute’). In Japan, boys and girls, men and women use this word. It has become part of the culture and many companies chose to take advantage of it. It first came from the phrase ‘a radiant face’ and meant ‘able to be loved’. But why is it such a thing in Japan and how can you adapt your campaign to attract cute-addicted customers? Why Is Kawaii Popular? In Japan, ‘kawaii’ is used every day, for everything. Cuteness is a beauty criterion for girls; they prefer being called cute than…