Kawaii...The Concept Of Cute in Japanese Culture

Since the 1970s, cuteness (可愛さ ,kawaisa^?) has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.

Cute elements can be found almost everywhere in Japan, from big business to corner markets and national government, ward, and town offices.
- Cuteness In Japanese Culture (wikipedia.org)