The Science of Kawaii: How Japan’s Culture of Cuteness Supports Well-Being

Japan’s fascination with kawaii, or the culture of cuteness, is easy to spot. From pastel mascots and plush toys to playful stationery and whimsical fashion, it seems to touch every corner of daily life. But beyond its charming appearance, kawaii culture carries a deeper meaning. Research in psychology and neuroscience is beginning to show that it can have a real and positive impact on mental health and happiness.