" Kawaii - a simple word that has travelled the world, is extensively used and yet very little is understood or explored far beyond its surface charm. Tracing its historical evolution and combining cultural history with psychological insight, Shiri Lieber-Milo shows how kawaii shapes femininity, identity and social expectations, uncovering its psychological and economic power. From pastel sweetness to controversial expressions, this thought-provoking analysis reveals how "cuteness" can also articulate anxiety, rebellion and critique within Japanese society. A dazzling kaleidoscope view on kawaii culture-playful, insightful and visually rich, Kawaii Mania is a must-read for anyone interested in contemporary Japanese culture and the deeper meanings behind cuteness." -- Oana-Maria Bîrlea, Lecturer of Japanese Language and Culture, Babes-Bolyai University, Romania "Accessible and engaging, Kawaii Mania is the first book in English to provide a comprehensive exploration of cuteness in Japanese culture. Lieber-Milo's decade of research pays off in a groundbreaking study that covers kawaii skillfully from both a cultural and a psychological perspective. Deeply embedded in Japanese contemporary life, Lieber-Milo explores kawaii's unique history from its earliest appearances over a thousand years ago to contemporary subcultures and trends. A fascinating read.

" -- Joshua Paul Dale, Professor of American Literature and Culture, Chuo University, Japan "From cute Jomon figurines to media idols like Kyary Pamyu Pamyu, this book contributes wide-ranging historical, psychological and ethnographic perspectives on all things kawaii. Lieber-Milo shares studies on the emotional functions of kawaii, situates it as a core Soft Power mechanism and documents its supremacy in consumer marketing. In these pages you will also find the many hybrid linguistic iterations of the kawaii aesthetic, testimony to its power and central role in society. A book that will enchant all readers." -- Laura Miller, Ei'ichi Shibusawa-Seigo Arai Endowed Professor of Japanese Studies, University of Missouri-St. Louis, USA.