Pink Purchasing: Interrogating the Soft Power of Japan's Kawaii Consumption

2019-12-02T22:44:48Z (GMT) by Shiri Lieber Milo
The cross-sectional study results reveal the importance of kawaii among Japanese women and positive aspects in consuming cute items; for working women, it was found, kawaii products help in dealing with stress and serve as a momentary gateway from the harsh world of everyday life to a romanticized world of one’s childhood and for younger women serve as a fashion statement.



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