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WikEd fancyquotes.pngQuotesBug-silk.pngHeadscratchersIcons-mini-icon extension.gifPlaying WithUseful NotesMagnifier.pngAnalysisPhoto link.pngImage LinksHaiku-wide-icon.pngHaikuLaconic

Wait until you hear her talk...


Apollo: Isn't she a little old for cute?

Trucy: Apollo! Shame on you! Cute is eternal! Cute is timeless!
Apollo Justice: Ace Attorney


Quinn: Isn't that outfit a little young for her?

Daria: Isn't that brain a little young for her?

In Japanese, kawaii means "cute", but the concept has far more overtones than it does in English — and far more power. For many Japanese schoolgirls (and some women), being kawaii is kind of like being sexy for Western women: it means that they are desirable, attractive and wanted. It becomes a primary goal in their social lives, and success, as measured in the reactions of their peers, is practically an affirmation of their worth as a female.

As always, whenever there is a goal like this, there is always someone who overdoes it. The kawaiiko (literally "cute child"), or burikko ("fake child" or "pretend(ing) child"), is the case in point. She takes being kawaii to an almost unhealthy extreme by making it the sole focus of her life. In clothing and fashion, this manifests in frilly, flouncy outfits, often with ribbons and lace. In behavior it appears as a tendency to act childishly "young", particularly in speech — she may speak entirely in baby talk, giggle mindlessly, habitually refer to herself in the third person, and/or use nicknames as well as the -chan Honorific for virtually everyone she encounters. In short, the difference between kawaii and kawaiiko is the difference between "cute" and "cutesy". (The difference between kawaiiko and burikko, however, is the difference between "cutesy" and "somebody please kill her.")

In some cases, the decision to go kawaiiko is a not a desperate plea for social acceptance but a calculated step intended to further a career goal as an Idol Singer — for which lacy, frilly cutesiness appears to be required by the Japanese music industry.

It would be reasonable to assume that there is some kind of connection between kawaiiko and Lolicon, but the nature of the relationship — if one does exist — is not clear.

Compare Deliberately Cute Child and The Fake Cutie.

The horrific offspring of Tastes Like Diabetes and Moe.

Examples of Kawaiiko include:

Anime and Manga

  • Bubblegum Crisis: An overbearing agent attempts to force tough-girl thrash rocker Priss Asagiri into going kawaiiko in an attempt to sell her as an idol singer in Bubblegum Crash. It doesn't work.

Live Action Television

  • Lampshaded in Engine Sentai Go-onger, with a character called Bukkorin. She may walk around in a fluffy dress and act all cutesy, but she's the daughter of an alien mob boss, and tough enough to catch a blade with her bare hands.
  • Traci Van Horn of Hannah Montana, at least in the episode "No Sugar Sugar", in which she hosts a sweet sixteen birthday party ("emphasis on sweet") despite being two years past the deadline. She seems to be pushing herself as some childish brand of trying really-too-hard to be sexy, as she proceeds to simper about in a saccharine, disturbingly coquettish manner, waving an oversized rainbow lollipop in Oliver's face while flirting with him. He's more interested in the lollipop, but who could blame the guy?
  • The dubbing of Iron Chef had a lot of the young actresses on the tasting panel sound like this, earning them the Fan Nickname "bimbos du jour."
  • Kamen Rider Double:
    • Wakana Sonozaki in her DJ job.
    • Himeka form the Nightmare Dopant arc.
  • The Office: Kelly Kapoor seems to have a large dose of this in her character makeup.
  • Saito Ayaka. Anything she does. Apparently, her voice is soft and high-pitched even for a female seiyuu. Her voice is like nails on a chalkboard to Westerners.

Video Games

Web Comics


 On the day Rumy changed her hairstyle to something that wouldn't present such a tactical weakness, she was a little sad, feeling like something was lost. And she imagined her mother-- whom she hasn't spoken to for longer than ten minutes in years-- saying, "But dear, your hair looks so kawaii!" And then, the anger of a misspent childhood renewed in her heart, Rumy replied to her imagination, "Kawaii is for the lazy."


Western Animation

Real Life

  • Spoofed by Japanese actress/model Kikouden Misa, who frequently appears on TV as a Kawaiiko parody — a ditzy, cosplay-loving, squeaky-voiced Genki Girl burikko called Hakyuun, whose speech is absolutely full of Verbal Tics.
  • Idol Singer Matsuura Aya used to affect a kawaiiko stage persona called "Ayaya" (which made her convincing portrayal of surly and violent near-delinquent Saki in the 2006 Sukeban Deka film a major surprise for her fans). In the last couple of years, however, she seems to have gone from Ayaya to just Aya, releasing more mature songs and acting less cute.
  • This is the primary schtick of Taiwan's Regine Lee, host of Diamond Club, despite the fact that her voice is very far from squeaky.
  • The perceived relationship between Lolicon and Kawaiiko is undermined by Elegant Gothic Lolita style. While it does appear to Western sensibilities to incorporate some measure of Lolicon, the style, along with most other Lolita styles (Sweet Lolita, Classic Lolita, Punk Lolita, Trash Lolita, etc.) intentionally de-emphasizes sexuality in opposition to the perceived over-emphasis on Lolicon trends in Japanese culture. Only one style, Erololi, consciously combines Kawaiiko and Lolicon; and that was a Western-originated style that was based on a misunderstanding of the original Lolita Fashion; and was later adopted back into Japan. While a related and very deranged style, Gurololi, may seem to also be an Erololi offshot, it was intended to be more disturbing and classic kawaii than erotic.