Kawaii is a rapidly growing phenomenon around the world. Kawaii in translation simply means cute. This phenomenon first appeared in Japan. Cute culture is so surprising because it is so different from the typical Japanese roles and look that is the Japanese Salaryman. It's also extremely different from the Salaryman's lifestyle. Besides the Kawaii look, various subcultures have also emerged recently with the aim of subverting the dominant culture, including the Gothic Lolita which is the cute look mixed with a goth as well as the Ganguro girl who looks like a Malibu Barbie with light hair. and extreme tanning. There are three main subcultures in Japan. These are the Cuties, the Gothic Lolitas and the Ganguro girls. Cuties are young adults dressed in childish and cute clothes in light pastel colors with lace. They tend to act very innocent and childish, which is encouraged as Japan is a society focused on consumption and products for sale; whether toys or magazines, they are mainly aimed at the cute sector. Author's paraphrase...