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In Japanese popular culture, a bishōjo (美少女, lit. "beautiful girl"), also romanized as bishojo or bishoujo, is a cute girl character. Bishōjo characters appear ubiquitously in media including manga, anime, and computerized games (especially in the bishojo game genre), and also appear in advertising and as mascots, such as for maid cafés.
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[18] [dubious – discuss] Before Otome-kei emerged, there was already a rise of cuteness culture in the earlier seventies; during this period there was a strong emphasis on cute and childish handwriting in Japanese schools. [23] [24] [25] As a result, the company Sanrio began experimenting with cute designs. [26]
A character drawn in chibi style. Chibi, also known as super deformation (SD), is a style of caricature originating in Japan, and common in anime and manga where characters are drawn in an exaggerated way, typically small and chubby with stubby limbs, oversized heads, and minimal detail.
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Kawaii culture is an off-shoot of Japanese girls’ culture, which flourished with the creation of girl secondary schools after 1899. This postponement of marriage and children allowed for the rise of a girl youth culture in shojo magazines and Shōjo manga directed at girls in the pre-war period [ 5 ] .