This is tangential to the author's argument but it's amusing to see how the word "kawaii" has taken a life of its own in the West.
In Japan we often make gratuitous use of English words (yokomoji, lit. "sideways-written characters") to make things sound more interesting than they really are, seems like it works the other way around too.
In Japan we often make gratuitous use of English words (yokomoji, lit. "sideways-written characters") to make things sound more interesting than they really are, seems like it works the other way around too.