Kawaii Japan Magazine
There's a sound that means summer in Japan: the soft clink of a glass marble dropping into a bottle, followed by a rush of fizz. That bottle is ramune — the marble-sealed sod...
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It's on lunchboxes and bullet trains, on aeroplanes and police posters, in the round-cheeked mascots of entire cit...
Every July, streets and shopping arcades across Japan burst into colour as bamboo branches appear, hung with hundr...
For a week or two each spring, Japan turns pale pink. Clouds of cherry blossom burst open along riversides and cas...
A café where a fluffy owl blinks at you from the next table. One where your latte arrives topped with a 3D cat mad...
A translucent jewel that looks like a drop of summer rain. A soft pink sweet shaped like a cherry blossom, gone by...
Rainbow tutus. Pastel wigs. A crepe the size of your face dripping with strawberries and whipped cream. Platform s...
Matcha, sake, wasabi, purple sweet potato — Japan has released over 400 Kit Kat flavours. Here's the story of how a simple wafer became a national obsession.
How a 1960s gift shop turned a mouthless white cat into a global empire of cuteness. Meet the most iconic Sanrio characters, the annual popularity ranking, and why kawaii has stayed beloved for over sixty years.