Even people who don’t speak Japanese but have an idea about Japanese culture have probably heard of the phrase kawaii. It basically means “cute” and you can’t escape it in modern Japan. Companies have used kawaii as a fail-safe advertising ploy for decades simply because the Japanese are, for want of a better word, obsessed with cuteness!

One of the current crazes is hamuketsu or hamster bums and pages dedicated to the furry behinds of hamsters have been popping up on social media. What do you think? Kawaii?

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