FEATURES

"Adult kawaii," "cutesy kawaii," "creepy kawaii"—these are various forms of "kawaii" (meaning "cute") abound in our daily lives. In the early 2000s, Lolita and girly fashion took the world by storm, and in the past decade or so, "kawaii" has become the center of trends in character and idol genres. Recently, the concept of "kawaii" has even become a subject of research in robotics, and has diversified over time. Where is "kawaii" headed next? In this special feature, we will explore the "future of kawaii" from various perspectives including psychology, the idol industry, trends, and technology.