In Japan, ‘cute’ is a big deal. Their own word for it, kawaii (“ka-why-ee”), is more of an ethos than an adjective. Shops and billboards are filled with big-eyed fluffy figures.

In recent years, Japan's kawaii culture has exploded in popularity. WSJ's Eric Bellman speaks with author Manami Okazaki about how cuteness has gained a global fanbase.

Did you know that Japan has over 3,000 different mascots representing everything from cities to events? During the pandemic they may not be out as much, but usually you would see them around ...