What is the definition of Kawaii?

what is kawaii

What exactly is kawaii? During the Heian period the author and poet Sei Shonagon, in her seminal work The Pillow Book, defined it as young, innocent and pure. But 1000 years later does that still hold true? Is that all it is?

In a wildly entertaining new video, ad agency Dentsu seeks to visually define the term kawaii. The video is really well done and definitely worth your time. If if you do decide to watch it, lets play a game. This video was made as an advertisement. Before the video gets to the end, will you be able to guess what it’s advertising? ()


  1. lame candyfloss

  2. カワイイ子

    March 7, 2016 at 9:20 am


  3. Do you know the names of the sound tracks used for this commercial ?

  4. Miso soup?? Huh. I didn’t expect that at all.

  5. @Jean-Yves sorry, I do not. I’m assuming they were made “in-house” but I’m not sure.

  6. The first song is by Kurt Weill (composer) & Bertolt Brecht (writer)and it’s titled “Die Moritat von Mackie Messer”, “The Ballad of Mack the Knife” in English. First (and most famously) performed by Llotte Lenya, and I think her performance is used here. The others I do not know.

    I was expecting something sweet, a dessert or ice-cream, but miso soup…

    Also Mack the Knife is a weird choice considering the lyrics and context.

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