If I had to say what phrase is used the most in Japan besides “thank you,” I would immediately throw one word off my tongue: Kawaii.

It is a way to say something is cute. But in Japan, it is more than a simple expression.

One of the leading miso soup manufacturers Marukome produced a beautiful fast-pace commercial, to deliver the cute message in specific but creative. In a way, also to help foreigners understand better that the meaning of kawaii is not just a one directional term. Since this specific phrase has long become a cultural expression, there is a necessity to share the whole picture of “KAWAII” to everyone.

Here is what they have to say to the world.

Definition of Japanese Kawaii

(click on English subtitle)