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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 02.12.2019 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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Declaration of conflicts of interest

None

Corresponding author email

libershiri@gmail.com

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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