In Japan, high value and appreciation is ascribed to 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 article applies mixed methods, including review of literature, questionnaires conducted among 692 Japanese women 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 behavior. The cross-sectional study results reveal the importance of kawaii among Japanese women and positive aspects in consuming kawaii items; for working women, it was found that 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.
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