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kawaii
is the quality of cuteness in the context of Japanese culture.〔"(kawaii )", ''Oxford Dictionaries Online''.〕〔かわいい - kawaii - 可愛い - cute Japanesefile. Accessed May 7, 2011 from http://japanesefile.com/Adjectives/kawaii_3.html〕〔Kim, T. Beautiful is an Adjective. Accessed May 7, 2011, from http://www.guidetojapanese.org/adjectives.html〕
It has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.〔Diana Lee, "(Inside Look at Japanese Cute Culture )" (September 1, 2005).〕
The word "kawaii" originally derives from the phrase 顔映し, which literally means a "radiant face", but more commonly referred to the blushing of an embarrassed person. Over time, the meaning changed into the modern meaning of "cute", and the pronunciation changed to かわゆい and then to the modern かわいい. It is most commonly written in hiragana, かわいい, but the ateji, 可愛い, has also been appended. The kanji in the ateji literally translates to "able to be loved".
==Aesthetics==
, in his work ''Kawaii Syndrome'', claims "cute" and "neat" have taken precedence over the former Japanese aesthetics of "beautiful" and "refined".〔Shiokawa. "Cute But Deadly: Women and Violence in Japanese Comics". ''Themes and Issues in Asian Cartooning: Cute, Cheap, Mad and Sexy''. Ed. John A. Lent. Bowling Green, Kentucky: Bowling Green State University Popular Press, 1999. 93–125. ISBN 0-87972-779-9.〕 As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity. , author of ''Cool Japan'', believes that "cuteness" is rooted in Japan's harmony-loving culture, and , a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that is acceptable and desirable in Japan.〔Quotes and paraphrases from: 〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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