Here you can find Japanese style items called "kawaii" because it is a term that translated into English could mean cute, cute or cuddly. This adjective has found its way into Japanese popular culture in fashion, food, toys and even in appearance, behaviour and personal habits.

Previously, the term kawaii was used only to describe the cuteness of a baby or an animal, things that are considered "authentically kawaii". Nowadays, however, its use has been extended to all kinds of things. Kawaii is also a very recognisable Japanese drawing style, which seeks to arouse feelings of tenderness, which is often naive and innocent, something "adorable" or "cute".

A well-known example is the kitten Hello Kitty, created by the Japanese company Sanrio, which was the first kawaii icon. This character was launched in 1974 and laid most of the foundations of this style. To this day, it is still the best-selling kawaii licence.