Itami-kawaii: Cute gets depressing, inspires Japanese Twitter users

Perhaps one of the first words Japanese language-learners pick up is “kawaii,” which makes sense considering how often you’ll hear it in everything from TV shows and anime to a stroll down Takeshita-dōri. However, “kawaii” isn’t just “kawaii” anymore–there’s also kimo-kawaii (“gross but cute”), among others.

And now there’s a new kawaii that’s spreading through the Japanese Twitterverse: Itami-kawaii, or “painful but cute.” It might be hard to visualize, so check out some pictures below and get ready to groan “kawaiiiiiii” in agony.

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