Kawaii Engineering

Measurements, Evaluations, and Applications of Attractiveness

  • Michiko Ohkura

Part of the Springer Series on Cultural Computing book series (SSCC)

Table of contents

  1. Front Matter
    Pages i-x
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Michiko Ohkura
      Pages 3-12
  3. Systematic Study on Kawaii Engineering

    1. Front Matter
      Pages 13-13
    2. Michiko Ohkura, Tetsuro Aoto
      Pages 15-47
    3. Michiko Ohkura, Wataru Morishita, Kazune Inoue, Ryuji Miyazaki, Ryota Horie, Masato Takahashi et al.
      Pages 49-75
    4. Shohei Sugano, Ken Tomiyama
      Pages 77-91
    5. Michiko Ohkura, Tetsuro Aoto, Kodai Ito, Ryota Horie
      Pages 93-123
    6. Tipporn Laohakangvalvit, Ikumi Iida, Saromporn Charoenpit, Michiko Ohkura
      Pages 125-140
  4. Applications of Kawaii Engineering

    1. Front Matter
      Pages 145-145
    2. Michiko Ohkura, Somchanok Tivatansakul, Kohei Akimoto
      Pages 147-151
    3. Tomomi Takashina, Miyuki Yanagi, Yoshiyuki Yamariku, Yoshikazu Hirayama, Ryota Horie, Michiko Ohkura
      Pages 153-157
    4. Enayyah Barnawi, Michiko Ohkura
      Pages 159-172
    5. Tipporn Laohakangvalvit, Tiranee Achalakul, Michiko Ohkura
      Pages 173-194
    6. Tipporn Laohakangvalvit, Tiranee Achalakul, Michiko Ohkura
      Pages 195-223
    7. Nan Qie, Pei-Luen Patrick Rau, Michiko Ohkura, Chien-Wen Tung
      Pages 225-239
  5. Epilogue

    1. Front Matter
      Pages 249-249
    2. Michiko Ohkura
      Pages 251-252
  6. Back Matter
    Pages 253-256

About this book


“Kawaii” is a Japanese word that denotes “cute,” “lovable,” or “charming” although it does not have exactly the same meaning as those adjectives. This book proposes engineering methodologies for systematic measurement of the affective perception of kawaii, by using virtual reality and biological signals, and discusses the effectiveness of kawaii engineering for designing industrial products and services. Kawaii can draw sympathy from people and can embody a special kind of cute design, which reduces fear and makes dull information more acceptable and appealing.

Following the introduction of the background of kawaii engineering in Chapter 1, Chapters 2 and 3 describe experiments on the systematic measurement and evaluation methods for kawaii products and affective evaluation experiments. Chapter 4 proposes a mathematical model to identify the physical attributes that determine kawaii in motion. Chapters 5 and 6 explain research that uses biological signals and eye-tracking. After a brief survey of psychological research on kawaii and cuteness in Chapter 7, Chapters 8 and 9 introduce the use of spoons designed to stimulate the appetite of the elderly and the practical implementation of an emotion-driven camera. Chapters 10–14 explain experimental research that examines kawaii perception of people from various cultural backgrounds.

Kawaii Engineering will appeal to those who work on affective computing, product design, user experience design, virtual reality, and biological signals.


kawaii kawaii engineering affective design Kansei value industrial product physical attribute emotion virtual reality Likert scale visual analog scale Russell’s circumplex model positive and dynamic sensation biological signal ECG EEG eye-tracking exciting kawaii relaxing kawaii mathematical model deep convolutional neural network

Editors and affiliations

  • Michiko Ohkura
    • 1
  1. 1.Shibaura Institute of TechnologyTokyoJapan

Bibliographic information

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