Have you ever heard of “Kawaii”? “Kawaii” means very close to the word “cute” or “pretty” in English. For instance, when people see puppy or kitten, Japanese would say “Kawaii”, and when Japanese girls go shopping, they choose their clothes depend on how “Kawaii” these are. “Kawaii” is a core of Japanese culture. Japan has a very unique culture which is based around “Kawaii” and includes cartoon characters, for example, Hello Kitty, Pocket Monster, and many others. In Japan, you can see a lot of character merchandise which is for not only children but also adults. Today, Japanese adults purchase character merchandising naturally. One of the reasons is Japanese animation and manga are not for only children. Most of the adults watch animation the same as the children read the same manga for instance, Draemon and Jump. Draemon is a famous animation and manga for children who are about 2 – 10 years old, but there are many adults who are big fan of it. They watch its movies and purchase its goods, so do not feel any embarrassment. Jump is a weekly manga for young boys and adults who are about 13 – 50 years old. Actually, a lot of businessmen read Jump in a convenience stores and read on a commuter train. Then, Japanese adults share animation and manga with children, and some publishers have an eye on it, so this culture made Kawaii culture common.