Japanese Kawaii culture takes the world by storm! Our foreign guests explored its latest trend in town. There they discovered different categories established for Kawaii like “Busakawaii (adorably ugly)” and “Kimokawaii (cute and disgusting)”. In the “Kawaii Science Project” at Nagaoka University of Technology, cute items are incorporated into science experiments to make science fun for students reluctant to study the subject. And up close with the work of Sebastian Masuda, the initiator of Harajuku’s Kawaii culture, to explore its very roots.