Kawaii (かわいい) is a Japanese related to the cute. A feeling of identity. A symbol abroad, even in business areas where western countries would turn it into a funny joke, nevertheless. The studio created an ecokawaii tribe of pets cute & helpful enough to star the video data on how promotion of caring and trustful behaviour set the focus and reach a positive impact on exposed human beings & habitats health. They wonder about kawaii in marketing as a passive rebellion against the values of austerity and sacrifice; about what if that was to also include a sustainability in manufacturing, not only to continue to shake the foundations of the stand still strong patriarchal societies but also to play an all Generations shared environmental responsibility.
