Coronavirus disease (COVID-19) - World Health Organization (WHO)
Governments and health organizations adopted cute mascots and colorful illustrations to make strict safety protocols (like masking and social distancing) feel less clinical and more community-driven.
The "cuteness of the state" and related fandoms created a sense of collective care, using adorable visuals to combat the "panic and despair" associated with the virus.
Kawaii is more than just "cute"; it is a powerful cultural and social tool that emphasizes vulnerability, endearment, and approachable aesthetics. During the pandemic, this style was frequently used to: