12 Reasons Japanese Culture Is Deeply Disturbing, But Still Wonderfully Fascinating

5. Go Kawaii or Go Home

It seems that the highest achievable goal in Japanese society is the ability to be cute. Everywhere you look there are brands ready to help you get kawaii (the Japanese slang for “cute”), there are positive reviews described as kawaii. Even the government has embraced the cute vibe and started implementing it in the strangest of places, like this elderly people crossing sign.