The Charm of Kawaii: Cultural Regression and Identity

This chapter explores the phenomenon of adults engaging with childhood media, particularly through the lens of Japan's kawaii culture. It examines 'the great regression' in society, linking it to economic shifts and new identity formation, while emphasizing the role of Yuru-chara mascots in regional identity and public life. Ultimately, the discussion highlights how these playful characters serve both entertainment and deeper cultural significance.