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CHAPTER 7
Comparison of Evaluation
of Kawaii Ribbons between
Gender and Generation
Michiko Ohkura, Tsuyoshi Tomatsu, Somchanok Tivatansakul,
Shibaura Institute of Technology
Tokyo, Japan
ohkura@sic.shibaura-it.ac.jp
Siitapong Settapat
Thomson Reuters
Bangkok, Thailand
Saromporn Charoenpit
Thai-Nichi Institute of Technology
Bangkok, Thailand
ABSTRACT
“Kawaii” is a Japanese word that represents an emotional value; it has positive
meanings, such as cute, lovable, and small. In the 21
st
century, the emotional values
of industrial products become very important. However, since not many studies
have focused on the kawaii attributes, we focus on a systematic analysis of kawaii
interfaces themselves, that is kawaii feelings caused by the attributes such ...