The Kawaii trend is much more than a passing fad: it has become a true visual language. Born in Japan, the kawaii world is now an integral part of pop culture and contemporary lifestyle across the globe. Kawaii is a mainstream phenomenon, so much so that it is even influencing unexpected sectors and sparking innovative retail experiences. A prime example is the recent collaboration between Sanrio and South Korea’s K-League. This partnership led to the creation of experiential pop-up stores, exclusive merchandise, and true fan sanctuaries complete with selfie corners and limited-edition products. Kawaii is expanding the world of licensed products by bringing new icons to life that reinterpret the concept of “cute” with more hybrid styles. In the United States, brands like Funko are emerging with super-deformed, cute versions of cult characters, generating a wave of new collections. “Cute” thus becomes cross-generational and versatile, able to refresh well-established IPs and make them relevant again. From Harry Potter to Pixar, and from Tom & Jerry to many others, classic characters are reimagined as small, round, colorful, and irresistibly charming. The result? New audiences, new sales channels, and new licensing opportunities. Sabor recognizes the potential of the cute language to connect with consumers. But kawaii is not just about aesthetics: it’s an authentic and direct way to engage with new generations, tapping into their tastes, emotions, and ways of communicating.