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Pink Purchasing- Interrogating the Soft Power of Japan’s Kawaii Consumption 1_11_2019.pdf (360.43 kB)
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Pink Purchasing: Interrogating the Soft Power of Japan's Kawaii Consumption

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posted on 2019-12-02, 22:44 authored by Shiri Lieber MiloShiri 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.


Declaration of conflicts of interest


Corresponding author email

Lead author country

  • Japan

Lead author job role

  • Higher Education Researcher

Lead author institution

Osaka University

Human Participants

  • Yes

Ethics statement

The research protocol was approved by the research ethics committee of the Graduate School of Language and Culture, Osaka University, Japan.


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