E-mail Newsletter "HIGHLIGHTING Japan"
https://www.gov-online.go.jp/hlj/en/


VOL. 208 (OCTOBER 2025)

◆Kawaii Culture from Japan ◆
The Japanese word kawaii (an expression for something endearing or adorable) is now recognized all over the world, and the spread of the Internet and social media has helped kawaii culture become a transcultural phenomenon spreading beyond national and cultural boundaries. In this issue of HIGHLIGHTING Japan, we feature an interview with KOMA Kyoko, who researches kawaii culture in France and Japan, about kawaii culture’s history and its globalization. We also introduce artists, fashions, and characters that symbolize Japanese kawaii culture, along with various other aspects related to it.


●The Evolving Kawaii Culture that Transcends Borders
(An interview with Professor KOMA Kyoko of Meiji University)

●MIZUMORI Ado: A Pioneer of Kawaii Culture Beloved Across Generations
(Introducing the personality and charm of the work of MIZUMORI Ado, an artist who has long created illustrations with a soft yet captivating charm and continues to lead and inspire kawaii culture)

●The Diversification of Lolita Fashion
(Introducing Lolita Fashion, a distinctive Japanese fashion culture that is inspired by the French Rococo style and has evolved into a unique form of fashion culture)

●Hello Kitty: Leading the Kawaii Culture
(Introducing the story and appeal of Hello Kitty, a character that is a symbol of kawaii culture and is widely loved both in Japan and abroad)

●Capture Kawaii Memories with Purikura®
(Introducing the background behind the creation and later evolution of the photo sticker printer, a machine that can take photos and print them as stickers on the spot)

●Capsule Toys Also Popular with Adults and International Visitors
(Introducing the history and enduring appeal of capsule toys, which have become popular
among international visitors to Japan as typical Japanese kawaii souvenirs)

●Kawaii Culture at Your Fingertips: Nail Art
(Introducing Japanese nail art, which has developed its own unique style, building on techniques originating in the West while reflecting Japanese aesthetics and craftsmanship)

●[Column] Kawaii Manhole Covers Across Japan: A Simple Guide in English

■ POLICY-RELATED NEWS Ⅰ
(Saving Precious Food from Going to Waste: Japan’s Initiatives to Reduce Food Loss and Waste)

■POLICY-RELATED NEWS Ⅱ
(The 80th ACA National Arts Festival)

■DISCOVERING JAPAN THROUGH THE EYES OF JAPANESE INFLUENCERS
(Shodo Performance — A World of Vibrant Brushstrokes)

■INTRODUCING PRECIOUS TRADITIONAL JAPANESE CULTURE TO THE WORLD
(Pursuing “Beauty in Utility”: The Art and Skill of Karatsu-yaki, a 400-Year Tradition)

■BACK COVER
NATIVE CREATURES OF JAPAN
(Papilio Okinawensis)

https://www.gov-online.go.jp/hlj/en/october_2025/

we also have an Instagram account
https://www.instagram.com/highlightingjapan/

so please check it out as well.

※Please send your comments and requests to the Public Relations Office, Government of Japan. Your input will help us make this webpage / products better.

https://www.gov-online.go.jp/en/form/mailform/
[E-mail Newsletter " HIGHLIGHTING Japan"]

** This e-mail address is for delivery only and is not monitored.
Please do not reply to this e-mail.

Published by:
Public Relations Office, Cabinet Office, Government of Japan
1-6-1 Nagata-cho, Chiyoda-ku, Tokyo 100-8914, Japan