The simplest explanation of the word “kawaii” might be “cuteness inspired by Japanese culture.” There’s not a strict definition of “kawaii” (used as both an adjective to describe something and as a noun to designate the aesthetic), but think pastels, cute cartoon creatures, pigtails, and glitter. Kawaii as a concept started in Japan in the mid-1970s, around the time Hello Kitty launched. It’s hard to give rules for kawaii, because anything cute can be considered kawaii. However, as the aesthetic spread around the world, you can see influences in graffiti art, cosplay, decorated bento boxes, fashion, video games, and emoji.