Books by Shiri Lieber-Milo
Bloomsbury Publishing, 2026
An in-depth exploration of kawaii (cuteness) and its psychological, cultural, and economic impact... more An in-depth exploration of kawaii (cuteness) and its psychological, cultural, and economic impact in contemporary Japan.
Often translated as “cute”, kawaii encompasses a much broader and more nuanced set of meanings that extend beyond surface-level adorableness, impacting contemporary Japanese culture and shaping everyday life - from fashion, media, and consumer goods to public institutions and national branding. But what lies behind Japan's deep and enduring attachment to cuteness? Why has kawaii developed into such a widely embedded cultural phenomenon, and how does it operate emotionally, socially, and psychologically?
By exploring the vibrant and multifaceted world of kawaii, this book answers these questions by examining its presence in mass media, consumer culture, and commerce, as well as the psychological foundations of its appeal and its remarkable cultural and economic success. Drawing on cultural history, psychology, linguistics, and media studies, the author traces the historical evolution of kawaii and examines how it functions as a central psychological and cultural system in contemporary Japan. It also explores its shifting meanings, affective dimensions, and social roles, revealing how cuteness mediates identity, communication, consumption, and power across both every day and institutional contexts. This book is an essential guide for researchers, students, and general readers seeking a deeper understanding of one of the most iconic and influential aspects of modern Japanese culture.
Peer-reviewed papers by Shiri Lieber-Milo
Encyclopedia, 2025
Cuteness is commonly associated with visual features such as large eyes, a disproportionately lar... more Cuteness is commonly associated with visual features such as large eyes, a disproportionately large head, round body shapes, and small size. While these traits are most often observed in infants and young animals, they also appear in inanimate objects and digital representations intentionally designed to evoke emotional appeal. Drawing on developmental psychology, behavioral science, neuroscience, and cultural studies, this paper examines five core emotional responses to cute stimuli: caretaking, socializing, whimsical, cute aggression, and kama muta (the feeling of being emotionally moved). These responses emerge from an interplay between evolutionary mechanisms, such as caregiving instincts, and cultural frameworks that shape how cuteness is perceived, expressed, and valued. The analysis highlights not only biological foundations but also cultural moderators, with particular attention to gender differences and the pervasive role of kawaii aesthetics in Japan's popular culture, communication, and everyday life. This paper provides an overview of these emotional responses, situates them within their theoretical foundations and broader psychological and social implications, and proposes a framework for future research.
This study investigates the effectiveness of virtual simulations in developing intercultural comp... more This study investigates the effectiveness of virtual simulations in developing intercultural competence (IC) among pre-service teachers in Israel. In the context of cultural diversity and historical conflict, 283 Arab and Jewish students participated in a course utilizing either a 3D virtual world (VW) or video conferencing via Zoom. The mixed-methods research combined quantitative surveys with qualitative interviews. Quantitative results showed a modest but significant increase in intercultural competence for both groups, with no significant difference between VW and Zoom platforms. Qualitative findings revealed that while VW participants faced more technical challenges, they also reported more opportunities for empathy development and cross-cultural understanding. Both groups valued the exposure to different cultures and expressed a desire for face-to-face encounters. This study highlights the potential of virtual simulations in fostering IC, emphasizing the importance of collaborative problem-solving and intercultural interaction, regardless of the specific digital platform used. These findings contribute to the growing body of research on technology-mediated intercultural education and offer insights for designing effective virtual learning environments in multicultural contexts.
The cross-sectional study results reveal the importance of kawaii among Japanese women and positi... more The cross-sectional study results reveal the importance of kawaii among Japanese women and positive aspects in consuming cute items; for working women, it was found, kawaii products help in dealing with stress and serve as a momentary gateway from the harsh world of everyday life to a romanticized world of one’s childhood and for younger women serve as a fashion statement.
SAGE Open, 2021
An online survey was conducted to clarify the connotative meanings of the cute and the attitudes ... more An online survey was conducted to clarify the connotative meanings of the cute and the attitudes toward cuteness in three countries: Japan ( n = 1,000), the United States ( n = 718), and Israel ( n = 437). The results show a remarkable resemblance in respondents’ conceptions of the cute ( kawaii in Japanese and hamud in Hebrew) across countries. Except for slight cultural differences, the following common tendencies were found: (a) Cuteness is highly appreciated and believed to induce positive affective responses, (b) women tend to find things cute more frequently and strongly than men do, (c) animal babies are thought to be cuter than human babies, and (d) infants are found to be cuter when people get older, while older people generally show less positive attitudes toward cuteness. This study provides some evidence that the concept of cuteness and the feelings connected to its perception are universal.
Symmetry, 2020
An oblique view of three-dimensional objects is preferred over a frontal or lateral view, partly ... more An oblique view of three-dimensional objects is preferred over a frontal or lateral view, partly because it is more familiar and easily recognizable. However, which side of a symmetric object looks better remains unsolved. Reading direction, handedness, and the functionality of objects have been suggested as the potential sources of directional bias. In this study, participants of three online surveys (total N = 1082) were asked to choose one item that looked better or was more aesthetically pleasing; the test was performed between 100 pairs of left- and right-facing mirror-images. The results showed that Japanese participants (both vertical and left-to-right readers) and Israeli participants (right-to-left readers) preferred left-facing images over right-facing images, whereas American participants (left-to-right readers) preferred right-facing images over left-facing images. Weak effects of handedness and object functionality were also found: Left-handers tended to choose right-fa...
Mutual Images, 2021
The word kawaii, meaning ‘cute and sweet’ in English, has been part of the Japanese culture for c... more The word kawaii, meaning ‘cute and sweet’ in English, has been part of the Japanese culture for centuries. While the word and trend were historically associated with young women and children, there has recently been an attempt to expand the definition of kawaii outside of its traditional borders to other age and gender groups by creating uniquely synthesised words and trends. The newly coined term otona-kawaii [‘adult-cute’] refers to mature women who passed their teen years and continue to dress cute and behave innocent and adorable. In this paper, a focus will be taken upon the new concept of otona-kawaii, and how it is defined and evaluated by the Japanese people.
Results of a recent survey conducted among male and female respondents between the ages of 18 to 29, showed that many of them were in favour of the idea of behaving cute at an older age. It was also found that women were more familiar with the term otona-kawaii and had a more positive approach towards it than men. The results of the study suggest that kawaii can be extended beyond infants and may apply to other age populations, such as mature women.
The aim of this study is to bridge the gap between kawaii and maturity by providing some empirical evidence and information, bringing to a deeper understanding of the concept of kawaii, contributing to the scholarship of the kawaii culture in Japan.
SAGE Open, 2019
In Japan, many products contain the characteristics of small, round, bright colors, and are adora... more In Japan, many products contain the characteristics of small, round, bright colors, and are adorable and sweet, in short kawaii (“cute” in direct translation into English). Over the years, the mass production of kawaii goods has made its way to the West, initially through visual media and later on through consumption goods. This exposure has brought increased interest in Japan and its culture among young Westerners as well as a rise in familiarity with everyday Japanese words like kawaii. This study illuminates how non-Japanese people, in this case Israelis, define and treat the term kawaii. The results of the survey showed that a high number of respondents were familiar with the term kawaii, were able to define it in their own words, and had a positive approach toward it. This article provides some empirical evidence of a successful penetration of the Japanese consumer-related culture and popular words in Israel.
The term kawaii, commonly translated into English as “cute” and “sweet”, has long been a part of ... more The term kawaii, commonly translated into English as “cute” and “sweet”, has long been a part of Japanese culture. However, the modern concept of kawaii originates from a subculture associated with young schoolgirls in the 1970s. This conception of kawaii has since passed into the mainstream and can be seen in almost every aspect of Japanese culture: stylistic, visual, artistic, and even governmental. Because kawaii images evoke feelings of caring and nurturance, many private corporations have invested in the creation of cute merchandise that is based on the aesthetic qualities of kawaii/cuteness, such as infantile features, bright colors, and soft textures. This practice has not been limited to private corporations either. Governmental organizations are also making use of kawaii culture to increase the favorability and recognition of the services they provide. The present paper combines a review of the contemporary academic literature on the topic with original survey data in order...
Matani ronshu, 2016
Television (TV) is a mass medium for transferring information, knowledge and entertainment, and f... more Television (TV) is a mass medium for transferring information, knowledge and entertainment, and for many people, it forms an integral part of daily life. As such, television not only holds an influential power over its’ viewers, it is also interpreted as a mirror that reflects some of the thoughts, behaviors and trends present in society.
In order to increase the ratings of TV drama shows, writers and producers are taking advantage of popular Japanese culture trends such as the kawaii, and implementing them as themes for their shows. The kawaii, meaning cute and sweet in English, has been a part of Japanese culture for centuries. As a modern concept that flourished since the 70’s, kawaii is present in almost every aspect of Japanese culture; from style, visual and written media to governmental representation. Recently, there been an effort to expend the definition of the kawaii out of its conservative borders by creating new collaborated words and trends. The new terms otona (grown-up) kawaii and otomen (guy-maiden) challenge the orthodox observation that was held till recently; in which the kawaii world of cuteness belongs entirely to shōjo young women.
This study aims to capture how the kawaii, together with the new introduced terms, are being presented in television drama shows.
By examining three selected TV serial drama that deals with every-day life situations that reflect various trends and gender stereotypes, I show that the visual media still observe the kawaii world of cuteness in a positive manner and as an integral part of women’s culture.
Book Chapters by Shiri Lieber-Milo
Edward Elgar Publishing, 2026
Kawaii, meaning ‘cute’, has been an integral part of Japanese culture for centuries. As a modern ... more Kawaii, meaning ‘cute’, has been an integral part of Japanese culture for centuries. As a modern concept that has gained prominence since the 1970s, kawaii permeates nearly every facet of Japanese society, including fashion, the media, and even government representation. Kawaii is characterized by endearing aesthetic features such as round face, large eyes, and petite body. This chapter explores the positive aspects and effects of kawaii products in Japanese popular culture, particularly among female consumers. Drawing on previous research, the chapter highlights how kawaii consumption contributes to improving individuals’ emotional states. By emphasizing the positive effects of kawaii products, the chapter deepens our understanding of the appeal and significance of cute consumption in enhancing emotional experiences. It highlights the importance of kawaii in Japan as both a means of self-expression and as a stress-reducing tool.
Additional papers by Shiri Lieber-Milo
Shirat hamada, Weizmann Institute of Science, 2022
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Books by Shiri Lieber-Milo
Often translated as “cute”, kawaii encompasses a much broader and more nuanced set of meanings that extend beyond surface-level adorableness, impacting contemporary Japanese culture and shaping everyday life - from fashion, media, and consumer goods to public institutions and national branding. But what lies behind Japan's deep and enduring attachment to cuteness? Why has kawaii developed into such a widely embedded cultural phenomenon, and how does it operate emotionally, socially, and psychologically?
By exploring the vibrant and multifaceted world of kawaii, this book answers these questions by examining its presence in mass media, consumer culture, and commerce, as well as the psychological foundations of its appeal and its remarkable cultural and economic success. Drawing on cultural history, psychology, linguistics, and media studies, the author traces the historical evolution of kawaii and examines how it functions as a central psychological and cultural system in contemporary Japan. It also explores its shifting meanings, affective dimensions, and social roles, revealing how cuteness mediates identity, communication, consumption, and power across both every day and institutional contexts. This book is an essential guide for researchers, students, and general readers seeking a deeper understanding of one of the most iconic and influential aspects of modern Japanese culture.
Peer-reviewed papers by Shiri Lieber-Milo
Results of a recent survey conducted among male and female respondents between the ages of 18 to 29, showed that many of them were in favour of the idea of behaving cute at an older age. It was also found that women were more familiar with the term otona-kawaii and had a more positive approach towards it than men. The results of the study suggest that kawaii can be extended beyond infants and may apply to other age populations, such as mature women.
The aim of this study is to bridge the gap between kawaii and maturity by providing some empirical evidence and information, bringing to a deeper understanding of the concept of kawaii, contributing to the scholarship of the kawaii culture in Japan.
In order to increase the ratings of TV drama shows, writers and producers are taking advantage of popular Japanese culture trends such as the kawaii, and implementing them as themes for their shows. The kawaii, meaning cute and sweet in English, has been a part of Japanese culture for centuries. As a modern concept that flourished since the 70’s, kawaii is present in almost every aspect of Japanese culture; from style, visual and written media to governmental representation. Recently, there been an effort to expend the definition of the kawaii out of its conservative borders by creating new collaborated words and trends. The new terms otona (grown-up) kawaii and otomen (guy-maiden) challenge the orthodox observation that was held till recently; in which the kawaii world of cuteness belongs entirely to shōjo young women.
This study aims to capture how the kawaii, together with the new introduced terms, are being presented in television drama shows.
By examining three selected TV serial drama that deals with every-day life situations that reflect various trends and gender stereotypes, I show that the visual media still observe the kawaii world of cuteness in a positive manner and as an integral part of women’s culture.
Book Chapters by Shiri Lieber-Milo
Additional papers by Shiri Lieber-Milo