About us

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Kawaii Gazette was founded back in 2006, the brainchild of two friends with a passion for Japan and everything that comes with it. The blog was created as our own little corner to discuss and celebrate the many original characters that populate the toy stores of the land of the Rising Sun and as a way to let the general public know about lesser popular character, because… there’s not only Hello Kitty!

Over the years, Kawaii Gazette has evolved and through its pages you can find news and insights about Japanese fashion (especially Japanese street-style), lifestyle, kawaii culture and everything that makes us say “kawaii”. The goal is always the same: to bring a bit of Japanese pop atmosphere on your screens!

Who we are

  • Alessandra (Aluccia) – Copywriter by chance and graphic designer for passion. She deals with every aspects of the blog: contents, graphic design, technical side, social network management.
  • Deborah (Debba) – Graphic designer for years and passionate about Gothic Lolita. She deals with blog’s public relations and helps with graphic and content aspects.


Kawaii (かわいい) is a Japanese adjective which literally means “cute” or “adorable” and has become a prominent aspect of pop culture, entertainment, fashion and attitude in the country of the Rising Sun, in particular among younger people.

Kawaii elements can be found almost everywhere in Japan, from products sold in stores to advertisements of large companies. The most known aspect is probably the one involving original characters, soft and colorful and very popular in Japan in a myriad of different products (from toys transportations). Probably, the most popular character is Hello Kitty, the cat creted by Sanrio that become an icon of kawaii and Japan around the world.

But kawaii is not only original characters! The word “kawaii” can also be used to describe a particular clothing, which brings out the most tender, colorful and carefree attitude of the wearer. A lot of street style fall into this category, from Lolita Style to Decora, from Fairy Kei to Mori. The district of Harajuku, Tokyo, is the vantage point to understand fashion trends and see the birth of new ones.

The kawaii is now part of the national identity of Japan and a symbol of a culture that values friendship, the joy of their childhood, harmony and freedom of creative expression.