This article examines the historical, cultural, aesthetic and social factors that have influenced the Japanese preference for small faces. It is believed that during the Heian period (794-1185) it was fashionable to have a small face with a pointed chin, thin lips and high cheekbones. Small faces are seen as an indication of beauty, status and wealth in traditional Japanese culture. Additionally, Japanese aesthetics favor symmetry and balance which is why many people prefer smaller facial features such as eyes, noses, lips and chins over larger ones. Western beauty standards have had an impact on Japanese perception of small faces but there are still many people who prefer the traditional aesthetic associated with having a smaller face. Social media platforms such as Instagram can also influence how young people perceive beauty by creating unrealistic expectations about what is considered beautiful or desirable in Japan today.