Yet the presence of costumed adults lining up for London’s own Comic-Con, a Swarovski-encrusted Hello Kittyworth thousands of pounds, and the profiling of Lolita fashion in magazine articles and V&A exhibits, show that cute culture is not just spreading beyond Asia, but it’s here to stay. And it means business. So, what is kawaii and why here and why now? 

Kawaii has been embraced by the Japanese government as one of its main cultural exports and the linchpin of its “soft power” strategy.

While Japanese cool hunters might lament the lack of pop cultural exports in recent years — all the more conspicuous when compared to K-Pop’s successful forays westward — kawaii (cute) culture has quietly permeated into global consciousness with all the effortless grace of singer Kyary Pamyu Pamyu farting out a rainbow.