MBA2258 The Business of Japan P2: The Economy of Kawaii

So how exactly did a cartoon kitten take over the world? And why does Japan consistently produce products that are almost dangerously cute? It’s no accident — it’s a business strategy.

Kawaii is a catch-all term for a specific aesthetic, something Japanese businesses purposely cultivate. Loosely translated, it means “cuteness.” 

But kawaii is no child’s play. It’s a cultural vein that Japanese companies tap into in order to reach their target markets. By understanding what makes people go gaga for Pikachu and Hello Kitty, these businesses give themselves a serious edge — nothing “cute” about it.

So what can Western entrepreneurs learn from the kawaii principle?

In a word, presentation. Today, we explore the concept of kawaii, how it’s applied in Japanese business, and why the way your product looks and feels can be your greatest marketing asset. 

That’s not to say you abandon substance!

Instead, you learn to embrace the feelings you can induce by presenting your products in certain ways. When you put care, thought, and a deep understanding of your audience into the aesthetic, it speaks louder than any ad can. 

Learn how to inject a little kawaii into your strategy. Click Play!

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