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KAWAII (Japanese: かわいい or 可愛い, pronounced [kaɰaiꜜi];"lovely", "lovable", "cute", or "adorable") is the culture of cuteness in Japan. It can refer to items, humans and nonhumans that are charming, vulnerable, shy, and childlike. Examples include cute handwriting, certain genres of manga, and characters like Hello Kitty and Pikachu. Or even gals who dress as cute schools girls for role play with their older man-friends. The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms.