It is lovable because it is imperfect
vol.1765
Originating from Japan, “Kawaii” has become one of the most widely spread Japanese words in the world this century, and is now a globally recognized pop culture synonym.
It cannot be contained by the direct English translation of "Cute"
“a complex concept that includes emotions and diverse values”
and has established itself in the world as a word in its own right.
Regarding such Kawaii, there is a country that I would like to focus on just as much as Japan.
That is Portugal.
In Portugal, there is a diversity of Kawaii.
Diversity of Kawaii
Photojournalist Yuki Inui says,
“What I notice living in Portugal is that people in this country ‘cherish’ the sense of ‘kawaii’ very much.”
and the variety of words for Kawaii is truly amazing.
For example,
“Fofo”
This is a sweet and adorable cuteness used for children and animals.
Inui explains it as,
“It’s close to the tone you use when you see a soft blanket or a small stuffed animal and say ‘kawaii~’.”
as she explains.
〈PHP online / July 13, 2026〉
So, when I think that babies must also be “Fofo,” it seems that is not the case
"Fofinho"
is what it becomes.
There are other "Kawaii" words like this as well.
"Bonito"
...has the nuance of "cool," "beautiful," or "neat and pretty." In English, this would be "Beautiful" or "Handsome".
"Giro"
...is closer to that lighthearted movement of the heart where you feel "nice" or "I like that" the moment you see it. In English, this would be "Cool".
In this way, it is said that each is used with different nuances.
Inui points out that this Portuguese way of valuing "Kawaii" is not merely an aesthetic sense, but a technique for enriching life.
Imperfect things, old things, and people's flaws are also about accepting and forgiving.
And that leads to accepting not only others, but also one's own imperfections as well, accepting.
Instead of aiming for perfection,
"charming"
"somehow I like it"
By having a perspective that feels this way, people can live with more ease.
The gentle sense of happiness that drifts through the streets of Portugal is born precisely from this set of values.
A culture that loves imperfection
People find Kawaii in small, everyday things—not just in children and animals, but also in old signs, faded buildings, flowers, hand-drawn designs, and the gestures of the elderly—and they cherish those small movements of the heart as important.
This aesthetic sense is also reflected in urban development and design.
In Portugal, things that might be replaced with new ones in Japan, such as slightly crooked lettering, hand-drawn posters, and weathered signs, are preserved as a local charm.
The standard of beauty is not based on "accuracy" or "perfection," but rather on "familiarity" and "charm," and a friendliness and lovability are rooted in a culture that embraces even imperfection as a form of appeal.
A culture that loves imperfection is something I feel is also spreading in Japan through Kawaii culture.
For example, the recent resurgence in popularity of Pingu is a case in point.
〈Yahoo! News / July 16, 2026〉
A penguin character whose animated series has been broadcast in over 155 countries and regions worldwide since 1990.
It was first broadcast in Japan on WOWOW in 1992, and appeared on terrestrial television in 1993.
Why is Pingu, which arrived 30 years ago, popular now?
First, there is its affinity with the retro boom.
The children who loved Pingu are now in their 30s and 40s.
As the term "kidult" has become a keyword in the marketing world, there are many people who continue to enjoy the toys and hobbies they were obsessed with as children even after becoming adults.
In fact, the Japanese licensing agent "Sony Creative Products" has been strengthening its SNS operations and actively developing collaborations with other brands, pop-up stores, and exhibitions.
Furthermore, a major factor in the resurgence of popularity is Pingu's character traits.
Sony Creative Products states,
"It is a character trait that goes beyond mere 'cuteness.' Mischievous, prone to making mistakes, and emotionally expressive, I think many people can see themselves or those close to them in Pingu's behavior.many people can see themselves or those close to them in Pingu's behavior"
they said.
It is truly the loveliness of imperfection.
A strong empathy for "troubles"
While there were variations of the word Kawaii in Portuguese, in Japan, too, Kawaii is being combined with other words to create diversity.
For example,
"Ugly-cute"
"Creepy-cute"
would be examples of that.
They are ugly, but somehow cute.
It's a bit unsettling but somehow cute.
I believe there is a tolerance that turns such negatives into positives.
Incidentally, speaking of Incomplete x Kawaii, survival audition shows are currently gathering significant attention and support.
Survival audition shows are survival audition programs and
"Morning Musume."
"NiziU"
"ME:I"
"HANA"
etc., where girls who were nobodies grow and become stars is a story that captures many people's hearts.
In particular, the sight of them overcoming their worries gathers a lot of empathy.
I think it would be good for companies to show more of these worries, conflicts, and trial and error.
One example of this is "Digital Retriever", which handles "media creation" and "corporate marketing using media" for web content.
〈JIJI.COM / July 23, 2026〉
They have newly launched a media outlet called "From the Media Frontlines", where they publicly disclose the entire process of planning, launching, operating, and improving owned media.
I don't mind if it's completely ripped off is the stance I take when making my know-how open, but what's interesting is that I even show my failures and trial and error.
Even if the know-how can be copied, I feel a strong sense of pride that you cannot copy the organizational culture, editorial skills, decision-making processes, and above all, the attitude of sincerely engaging with media creation and marketing to the very end, which cannot be copied.
To convey that awareness and dedication, I even share my failures and trial and error.
That's what I thought after watching "From the Media Frontlines"🤔
Dyson openly talks about their 5,127 prototypes and the financial difficulties and personal hardships along the way, making the "story of failure" itself the core of their brand, but many companies have such painful experiences.
Sharing that in real-time.
That “imperfection” being made public is what generates strong fan sentiment.
“Process economy” is a term that has become established in the business world, but there are still few companies that are actually putting this into practice.
“It is lovable because it is imperfect”
If we extract the essence found within the world's Kawaii whirlwind, I think we can see the next ideal image of marketing😊
Thank you very much for reading until the end today as well!