本研究主要是以臺灣的大學生，是如何定義和對待“kawaii”（可愛）一詞。多年來，kawaii商品的大規模生產已經走向全世界，最初是通過視覺媒體，之後則是通過消費品。藉由這種傳播，增加了世界各地年輕人對日本及其文化的興趣，也增加了他們對kawaii這樣的日常日語詞彙的熟悉程度。透過線上調查，研究結果顯示，受訪者都相當熟悉kawaii一詞，也能夠用自己的話語來定義，並對其保持正向積極意義的態度。本研究的結果，證明了日本文化的成功傳播，其滲透臺灣消費者相關的文化和流行術語，提供了可資參考的根據。

This study primarily investigates how university students in Taiwan define and perceive the term “kawaii” (cute). Over the years, the mass production of kawaii products has spread globally, initially through visual media, and later through consumer goods. This dissemination has increased the interest of young people worldwide in Japan and its culture, as well as their familiarity with everyday Japanese vocabulary like “kawaii.” Through an online survey, the research results reveal that respondents are quite familiar with the term kawaii and can define it in their own words, maintaining a positive and proactive attitude towards its meaning. The findings of this study demonstrate the successful transmission of Japanese culture, permeating Taiwanese consumers and the associated cultural and popular terminology, providing a basis for reference.