chapter  7
10 Pages

Comparison of evaluation of kawaii ribbons between gender and generation

Keywords: Kansei value, kawaii, cute, ribbon, gender, generation, color, pattern

Recently, the kansei value has become crucial in the field of manufacturing in Japan. The Japanese Ministry of Economy, Trade and Industry (METI) has determined that it is the fourth most important characteristic of industrial products after function, reliability, and cost. METI believes that it is important not only to offer new functions and competitive prices but to also create a new value to strengthen Japan’s industrial competitiveness.