I first realized the extent to which the word “kawaii” had spread across the world untranslated and come to be regarded as a verbal symbol of Japan when I served as a producer for the Kawaii Ambassadors (Cute ambassadors) program in fiscal 2009. Wherever we went, Kawaii Ambassadors were fervently welcomed. In Recife, Brazil, about 20,000 people turned out at an open-air venue to see them.