Kawaii (ãããã, [kawÍaiêi], lovable, cute, or adorable) is the quality of cuteness in the context of Japanese culture.It has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.lthough kawaii is typically a female-dominated fashion, there are men who decide to partake in this trend. Some men decide to transform themselves into women, more specifically kawaii women. They are able to transform themselves by wearing wigs, false eyelashes, applying makeup, and wearing kawaii female clothing.