Even the concept of "Kawaii" (cuteness) has deep roots. What started as a subculture in the 1970s with Hello Kitty has become a national aesthetic, used by everyone from local police forces to major banks to appear more approachable and harmonious—a key tenet of Japanese society. Challenges and the Future
Overseas sales of Japanese content reached nearly six trillion yen in 2023, with the government aiming for 20 trillion yen by 2033 . Even the concept of "Kawaii" (cuteness) has deep roots