Why is Japan so obsessed with all things small, fluffy, and irresistibly kawaii? From adorable mascots to tiny replicas of food and robot puppies, Japanese cuteness is everywhere — but how did it all begin? We explore the deeper psychological and cultural roots of kawaii, how postwar society, youth culture rebellion, and femininity changed kawaii as a national sentiment — influencing everything from fashion and media to urban landscapes. This is your definitive in-depth exploration of kawaii land.