An online survey was conducted to clarify the connotative meanings of the cute and the attitudes toward cuteness in three countries: Japan ( n = 1,000), the United States ( n = 718), and Israel ( n = 437). The results show a remarkable resemblance in respondents’ conceptions of the cute ( kawaii in Japanese and hamud in Hebrew) across countries. Except for slight cultural differences, the following common tendencies were found: (a) Cuteness is highly appreciated and believed to induce positive affective responses, (b) women tend to find things cute more frequently and strongly than men do, (c) animal babies are thought to be cuter than human babies, and (d) infants are found to be cuter when people get older, while older people generally show less positive attitudes toward cuteness. This study provides some evidence that the concept of cuteness and the feelings connected to its perception are universal.

In Japan, many products contain the characteristics of small, round, bright colors, and are adorable and sweet, in short kawaii (“cute” in direct translation into English). Over the years, the mass production of kawaii goods has made its way to the West, initially through visual media and later on through consumption goods. This exposure has brought increased interest in Japan and its culture among young Westerners as well as a rise in familiarity with everyday Japanese words like kawaii. This study illuminates how non-Japanese people, in this case Israelis, define and treat the term kawaii. The results of the survey showed that a high number of respondents were familiar with the term kawaii, were able to define it in their own words, and had a positive approach toward it. This article provides some empirical evidence of a successful penetration of the Japanese consumer-related culture and popular words in Israel.

An oblique view of three-dimensional objects is preferred over a frontal or lateral view, partly because it is more familiar and easily recognizable. However, which side of a symmetric object looks better remains unsolved. Reading direction, handedness, and the functionality of objects have been suggested as the potential sources of directional bias. In this study, participants of three online surveys (total N = 1082) were asked to choose one item that looked better or was more aesthetically pleasing; the test was performed between 100 pairs of left- and right-facing mirror-images. The results showed that Japanese participants (both vertical and left-to-right readers) and Israeli participants (right-to-left readers) preferred left-facing images over right-facing images, whereas American participants (left-to-right readers) preferred right-facing images over left-facing images. Weak effects of handedness and object functionality were also found: Left-handers tended to choose right-facing images more than right-handers, and the view of objects with a handle that is graspable by the dominant hand was more likely to be chosen over the opposite side view, regardless of culture. Although previous studies have emphasized the role of reading direction, a close look at the results suggests that it cannot fully account for the preferred facing direction of oblique objects.

The word kawaii, meaning ‘cute and sweet’ in English, has been part of the Japanese culture for centuries. While the word and trend were historically associated with young women and children, there has recently been an attempt to expand the definition of kawaii outside of its traditional borders to other age and gender groups by creating uniquely synthesised words and trends. The newly coined term otona-kawaii [‘adult-cute’] refers to mature women who passed their teen years and continue to dress cute and behave innocent and adorable. In this paper, a focus will be taken upon the new concept of otona-kawaii, and how it is defined and evaluated by the Japanese people. Results of a recent survey conducted among 717 male and female respondents between the ages of 18 to 29, showed that many of them were in favour of the idea of behaving cute at an older age. It was also found that women were more familiar with the term otona-kawaii and had a more positive approach towards it than men. The results of the study suggest that kawaii can be extended beyond infants and may apply to other age populations, such as mature women. The aim of this study is to bridge the gap between kawaii and maturity by providing some empirical evidence and information, bringing to a deeper understanding of the concept of kawaii, contributing to the scholarship of the kawaii culture in Japan.

In Japan high value and appreciation is ascribed towards anything that features the physical characteristics considered to be kawaii (roughly translated as cute in English), particularly infants. As such, kawaii plays a significant role in Japanese popular consumption culture, especially for female consumers. This paper applies mixed methods, including literature review, questionnaires conducted among 692 Japanese female of varying ages and social status, and interviews with 12 Japanese company female employees to investigate perceived positive affective aspects associated with kawaii products, including their impact on emotional states and behaviour. The cross-sectional study results reveal the importance of kawaii among Japanese women and positive aspects in consuming cute items; for working women, it was found, kawaii products help in dealing with stress and serve as a momentary gateway from the harsh world of everyday life to a romanticized world of one's childhood and for younger women serve as a fashion statement.