loading page

Pink Purchasing: Interrogating the Soft Power of Japan’s Kawaii Consumption
  • Shiri Lieber Milo
Shiri Lieber Milo
Osaka University

Corresponding Author:[email protected]

Author Profile


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.
Aug 2022Published in Journal of Consumer Culture volume 22 issue 3 on pages 747-761. 10.1177/14695405211013849