<P> The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance and mannerisms . </P> <P> The word kawaii originally derives from the phrase 顔 映し kao hayushi, which literally means "(one's) face (is) aglow," commonly used to refer to flushing or blushing of the face . The second morpheme is cognate with - bayu in mabayui (眩い, 目映い, or 目 映 ゆい) "dazzling, glaring, blinding, too bright; dazzlingly beautiful" (ma - is from 目 me "eye") and - hayu in omohayui (面 映 い or 面 映 ゆい) "embarrassed / embarrassing, awkward, feeling self - conscious / making one feel self - conscious" (omo - is from 面 omo, an archaic word for "face, looks, features; surface; image, semblance, vestige"). Over time, the meaning changed into the modern meaning of "cute", and the pronunciation changed to かわゆい kawayui and then to the modern かわいい kawaii . It is most commonly written in hiragana, かわいい, but the ateji, 可愛い, has also been appended . The kanji in the ateji literally translates to "able to be loved, can / may love, lovable ." </P> <P> The original definition of kawaii came from Lady Murasaki's The Tale of Genji, where it referred to pitiable qualities . During the Shogunate period under the ideology of neo-Confucianism, women came to be included under the term kawaii as the perception of women being animalistic was replaced with the conception of women as docile . However, the earlier meaning survives in the modern Standard Japanese adjectival noun かわいそう kawaisō (often written with ateji as 可哀相 or 可哀想) "piteous, pitiable, arousing compassion, poor, sad, sorry" (etymologically from 顔 映 様 "face / projecting, reflecting, or transmitting light, flushing, blushing / seeming, appearance"). Forms of kawaii and its derivatives kawaisō and kawairashii (with the suffix - rashii "- like, - ly") are used in modern dialects to mean "embarrassing / embarrassed, shameful / ashamed" or "good, nice, fine, excellent, superb, splendid, admirable" in addition to the standard meanings of "adorable" and "pitiable ." </P> <P> The rise of cuteness in Japanese culture emerged in the 1970s as part of a new style of writing . Many teenage girls began to write laterally using mechanical pencils . These pencils produced very fine lines, as opposed to traditional Japanese writing that varied in thickness and was vertical . The girls would also write in big, round characters and they added little pictures to their writing, such as hearts, stars, emoticon faces, and letters of the Latin alphabet . </P>

What is the meaning of kawai in japanese
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