Kawaii Computing: Scoping Out the Japanese Notion of Cute in User Experiences with Interactive Systems

TL;DR

The paper conducts a scoping review to map kawaii computing—HCI/HRI research grounded in the Japanese concept of kawaii—from 2000 to 2023, using the PRISMA-ScR framework. It synthesizes contexts (predominantly HRI, with substantial HCI and HAI usage), participant demographics (mostly Japanese), definitions (explicit and implicit, centered on Japanese cuteness and kansei), stimuli and measurements (primarily visual; Baby Schema and anthropomorphism are recurrent factors), and usage (design features, UX reactions, and interpretive frameworks). The study reveals fragmentation in definitions and measurement, a strong Japan-centric focus, and a need for standardized taxonomies and cross-cultural validation, while outlining a concrete agenda for standardization, multimodal stimuli, and social-impact considerations. Collectively, the work establishes a foundational map for kawaii computing and highlights critical gaps that inform future, more rigorous, and culturally attuned research in HCI and related domains.

Abstract

Kawaii computing is a new term for a steadily growing body of work on the Japanese notion of "cute" in human-computer interaction (HCI) research and practice. Kawaii is distinguished from general notions of cute by its experiential and culturally-sensitive nature. While it can be designed into the appearance and behaviour of interactive agents, interfaces, and systems, kawaii also refers to certain affective and cultural dimensions experienced by culturally Japanese users, i.e., kawaii user experiences (UX) and mental models of kawaii elicited by the socio-cultural context of Japan. In this scoping review, we map out the ways in which kawaii has been explored within HCI research and related fields as a factor of design and experience. We illuminate theoretical and methodological gaps and opportunities for future work on kawaii computing.