Popularity of kawaii clothing among young Japanese women 2011-2017

This statistic presents the share of young women in Japan, who prefer to shop kawaii ("cute") clothing between 2011 and 2017. In 2017, about 19 percent of female respondents aged 20 to 39 stated that they like to buy kawaii fashion, down from 24 percent in 2011.

Share of young women aged 20 to 39 in Japan who like to shop kawaii ("cute") fashion from 2011 to 2017*

Share of respondents
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Release date

September 2017



Survey time period

2011 to 2017; figures as of June of each year

Number of respondents

30,000 respondents

Age group

20-69 years

Special properties

nationwide survey among internet users

Method of interview

Online survey

Supplementary notes

*The survey targeted 30,000 Japanese people across the country, of which the following counts were women aged between 20 and 39 years:
2011 n=12,839
2012 n=12,568
2013 n=12,183
2014 n=11,972
2015 n=11,613
2016 n=11,595
2017 n=11,164

The data presented was conducted by the Mitsubishi Research Institute (mif[@]mri.co.jp). The MRI is a Japan-based think tank, offering research, consulting, and IT solution services for Japanese and multinational enterprises, local governments and ministries. Established in 1970 as a commemorative project for the 100th anniversary of the Mitsubishi Group, the MRI now operates from offices in Tokyo, Osaka and Nagoya, employing almost 900 people (as of September 2016).

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