Since the 1970s, Kawaii,cuteness (???, kawaisa) has become a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms. Foreign observers often find this cuteness intriguing and sometimes strange because the Japanese employ it in a vast array of situations and demographics where, in other cultures, it would be considered incongruously juvenile or frivolous (for example, in government publications, public service warnings, office environments, military advertisements, and commercial airliners, among many others).-----------------------As a cultural phenomenon, cuteness is increasingly accepted in Japan as a part of Japanese culture and national identity.