Kawaii is a popular term in Japanese culture that describes something "cute" or "adorable". It originated in the 1970s as an alternative form of expression for young people, and has since grown into a global phenomenon with its own unique style and aesthetic. This article explores the concept of Kawaii, its origins, impact on Japanese culture, popularity abroad, examples in pop culture, criticism of the movement and what the future holds. Despite some criticisms, it appears likely that Kawaii will continue to grow due to its immense popularity amongst younger generations who relate to its message and aesthetic.