Japan has cat scratch fever, and we don’t want a cure!

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Cats and kittens and neko, oh my! Japan’s latest craze is all about our feline friends! Tokyo is bursting with all things cant related! Join us as we explore a bookshop that owes it’s success to cat themed books. Trouble saving money? We’ve discovered a piggybank that’s so adorable you’d rather save than spend. Plus, marshmallow kittens that are too cute to eat… almost! Excited to watch? What’s the matter? Cat got your tongue?

Kawaii International is a direct link to Tokyo, the most fashion forward city in the world.
On the first and second Friday of every month a new episode is uploaded to our FREE video-on-demand site. Be sure to visit the NHK World YouTube channel for sneak previews and exclusive content!
Born in Japan, Kawaii began as a simple concept of being cute. Now, Kawaii has evolved into a mindset, philosophy, and lifestyle that has become a global phenomenon. Kawaii culture knows no boundaries. No matter your age, race, gender, orientation, or religion, Kawaii culture can be applied to your life.
From our headquarters in Shibuya, our mission is to share the latest trends in fashion and pop-culture celebrating the message of Kawaii culture.
Watch, learn, and create.
Be yourself, be Kawaii!

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