Cuteness will bring you joy: kawaii consumption in Japan

Shiri Lieber-Milo

Chapter 11 in Research Handbook on the Sociology of Consumption, 2026, pp 139-147 from Edward Elgar Publishing

Abstract: Kawaii, meaning ‘cute’, has been an integral part of Japanese culture for centuries. As a modern concept that has gained prominence since the 1970s, kawaii permeates nearly every facet of Japanese society, including fashion, the media, and even government representation. Kawaii is characterized by endearing aesthetic features such as round face, large eyes, and petite body. This chapter explores the positive aspects and effects of kawaii products in Japanese popular culture, particularly among female consumers. Drawing on previous research, the chapter highlights how kawaii consumption contributes to improving individuals’ emotional states. By emphasizing the positive effects of kawaii products, the chapter deepens our understanding of the appeal and significance of cute consumption in enhancing emotional experiences. It highlights the importance of kawaii in Japan as both a means of self-expression and as a stress-reducing tool.

Keywords: Kawaii; Cuteness; Consumption; Emotion; Stress relief; Japan (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035310500
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/doi/10.4337/9781035310517.00022 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 403 Forbidden

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:22245_11

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Jack Sweeney ().