It is a film that was amplified on the brands social handles and spread by the women who were featured in the film. The film challenged the conventional definition of Kawaii and showed several women who didn’t fall into the mould boldly and unapologetically showed their own kawaii, inspiring women who too didn’t fall into the mould to stay true to their own as well.

"Kawaii" - often seen as the pinnacle of cuteness in Japan, is an ideal instilled in Japanese women from an early age. But is there one single way that all women should aspire to be? The film takes the audience through a variety of shots showing the different ways women are "kawaii", with the message that if there are 64 million women in Japan, there should be just as many ways in which they are uniquely kawaii. We see a glimpse of diverse casts, simply enjoying being their authentic selves - whether they like to spend hours playing videogames, indulge in late night pizza and beer, ride a motorbike while rocking a shaved head, or share an intimate moment with another girl.

The edit kept the audience on their toes, and making them anticipate which parts of Japan to go to uncover the next kind of kawaii. The pace follows a Japanese anime/manga style of editing (which our young audience is accustomed to) which is like a head trip into young women’s ADD minds.