kawaii

She is just so " kawaii ", or cute beyond belief .

她就是如此的「卡哇伊」，可爱到令人难以置信。

Kawaii Pet Shop Monogatari

卡哇伊宠物商店物语

Since the ' 90s many in the nation have wanted their culture to get in touch with its feminine side , hence the new love of all things kawaii ( rhymes with Hawaii and means cute ) .

20世纪90年代以来，许多日本人希望本国文化能够展现其女性化一面，因此涌现卡哇伊（与英文夏威夷韵脚相同，意为可爱）新风尚。

The carrier has recently launched three Hello Kitty-themed aircraft , on which everything from the fuselage to the flight attendants to the food is kitted out in the kawaii cat brand 's images .

最近长荣航空公司开通了三个HelloKitty的主题航班，飞机上所有的东西，从机身到空姐再到食物，全都使用了可爱的HelloKitty图案。

Japanese companies now take special care in projecting their kawaii image , says Yasuko Nakamura , president of Tokyo-based marketing company Boom Planning : Japanese products are made to be kawaii so that they are liked by women .

如今，日本企业特别注意开发小巧可爱的卡通形象。日本东京营销公司繁荣计划（BoomPlanning）总裁中村宁子（YasukoNakamura）说道：为吸引女性消费者，日本产品制作小巧可爱。

Although the brand typifies the Japanese trend for " kawaii " or cuteness , the character itself is identified as British , " born in a suburb of London , " because when she was created in the 1970s , British culture was fashionable in Japan .

尽管凯蒂猫品牌代表了日本的卡哇伊（可爱）文化，这个角色本身却是英国人，“出生于伦敦郊区”，因为凯蒂猫创作于20世纪70年代，当时英国文化在日本很流行。

Sanrio has tried to keep Hello Kitty up to the times : sensing a move away from Japan 's love affair with the cute , or " kawaii " aesthetic , it has pushed an edgier look for the cat in the last three years , using as much black as pink .

Sanrio也尝试过让HelloKitty跟上时代潮流，比如说，在过去三年里，Sanrio在设计时已经减少了一些日本人所偏爱的“卡哇伊”的成分，多用黑色，就像以往使用粉色一样频繁，这样就使得Kitty猫的形象更加出位。