Usage of Kawaii in Japanese is general and can be used in a variety of situations to describe aesthetics, to give a compliment, or to add a pleasantry or salutation to conversation.[14] Cute merchandise[edit] Baby-faced girl characters are rooted in Japanese society. Tomoyuki Sugiyama (杉山奉文, Sugiyama Tomoyuki), author of Cool Japan, says cute fashion in Japan can be traced back to the Edo period w