![]() The kanji in the ateji literally translates to "able to love/be loved, can/may love, lovable." It is commonly written in hiragana, かわいい, but the ateji, 可愛い, has also been used. Over time, the meaning changed into the modern meaning of "cute" or "shine", and the pronunciation changed to かわゆい kawayui and then to the modern かわいい kawaii. The second morpheme is cognate with -bayu in mabayui (眩い, 目映い, or 目映ゆい) "dazzling, glaring, blinding, too bright dazzlingly beautiful" ( ma- is from 目 me "eye") and -hayu in omohayui (面映ゆい) "embarrassed/embarrassing, awkward, feeling self-conscious/making one feel self-conscious" ( omo- is from 面 omo, an archaic word for "face, looks, features surface image, semblance, vestige"). The word kawaii originally derives from the phrase 顔映し kao hayushi, which literally means "(one's) face (is) aglow," commonly used to refer to flushing or blushing of the face. The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms. Examples include cute handwriting, certain genres of manga, anime, and characters including Hello Kitty and Pikachu from Pokémon. It can refer to items, humans, and non-humans that are charming, vulnerable, shy, and childlike. ![]() Kawaii ( Japanese: かわいい or 可愛い, IPA: 'lovely', 'loveable', 'cute', or 'adorable') is the culture of cuteness in Japan. Hello Kitty on a sign in Ikebukuro, Tokyo a shelf of decorated tea kettles ![]()
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