If we are to describe the japanese culture in one word, the word "kawaii", or "cuteness" is most apt. "Cuteness" is ubiquitous. It dominates the street scene and public places like train stations and offices. Well-known exponents of Japanese cuteness are the trendy "Gothic Lolitas", the fashionable "Lolitas" and the world-famous character of Hello Kitty. In Japan "cuteness" is no longer reserved for children, schoolgirls and women. Men and even the police in Japan have embraced it as part of their everyday lives. Japan is no longer the country of cherry blossoms and geisha. Modern Japan is 'Cool Japan' and cool can very well be "cute". Published in collaboration with the Japanese museum SieboldHuis in Leiden for the "kawaii/cute" theme and exhibition "Hello Kitty, Hello Holland".