クールジャパン
, in his work "Kawaii Syndrome", claims "cute" and "neat" have taken precedence over the former Japanese aesthetics of "beautiful" and "refined". As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity. , author of "Cool Japan", believes that "cuteness" is rooted in Japan's harmony-loving culture, and , a sociology professor at Musashi University in Tokyo, has stated that "cute" is a "magic term" that encompasses everything that is acceptable and desirable in Japan.