It’s no secret that Japan is seriously into cuteness. Accordingly, in most situations, deeming something kawaii, or cute, is seen as high praise.
This is especially true when it comes to women. Whereas in English-speaking countries some may take issue with what they perceive as a diminutive or demeaning connotation to the word “cute,” in Japan, calling a girl kawaii is almost universally considered a compliment. Even actresses and models who would ordinarily be described as “beautiful” by English speakers earn kawaii cred if they have a kind smile, or any other sort of soft warmth to the aura they project.
But while just about any Japanese woman is happy to be called kawaii, things aren’t quite so simple for men.