What is kawaii?

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What exactly is kawaii? During the Heian period the author and poet Sei Shonagon, in her seminal work The Pillow Book, defined it as young, innocent and pure. But 1000 years later does that still hold true? Is that all it is?

In a wildly entertaining new video, ad agency Dentsu seeks to visually define the termkawaii. The video is really well done and definitely worth your time. If if you do decide to watch it, lets play a game. This video was made as an advertisement. Before the video gets to the end, will you be able to guess what it’s advertising?

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