This article explores the concept of cuteness in Japan and its history, from its emergence in the 1950s to its modern-day prevalence in pop culture and merchandise sales. It looks at how it has impacted Japanese society both positively and negatively, as well as providing examples of popular characters such as Doraemon, Pikachu, Hello Kitty, Gudetama, Rilakkuma and Anpanman. It concludes that kawaii culture is likely to remain popular for years to come.