A model of Kawaii feelings for cosmetic bottles

Tipporn Laohakangvalvit, Tiranee Achalakul, Michiko Ohkura

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)


Affective values are important factors in manufacturing in Japan. Kawaii, an affirmative adjective that denotes such positive meanings as cute or lovable, becomes even more critical as an affective value and plays leading role in the worldwide success of many products, such as Hello Kitty and Pokemon. Based on this success, we believe that kawaii will be a key factor in future product design. In our previous research, we proposed models of kawaii feelings for spoon designs. We extracted the attributes of such designs and constructed models using the Support Vector Machine (SVM) algorithm. In this research, we used the Deep Convolutional Neural Network (CNN) algorithm because it can perform classification using images as input and studied the kawaiiness of cosmetic bottles. Our objectives were to propose a model of kawaii feelings for cosmetic bottles and a method with which to construct it. We applied the model to evaluate the attributes of cosmetic bottles and clarified effective attributes to increase the kawaiiness.

Original languageEnglish
Title of host publicationProceedings of 2018 5th International Conference on Business and Industrial Research
Subtitle of host publicationSmart Technology for Next Generation of Information, Engineering, Business and Social Science, ICBIR 2018
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Electronic)9781538652541
Publication statusPublished - 2018 Jun 20
Event5th International Conference on Business and Industrial Research, ICBIR 2018 - Bangkok, Thailand
Duration: 2018 May 172018 May 18


Other5th International Conference on Business and Industrial Research, ICBIR 2018


  • Affective value
  • Cosmetic bottles
  • Deep Convolutional Neural Network (CNN)
  • Kawaii

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Artificial Intelligence
  • Computer Science Applications
  • Industrial and Manufacturing Engineering
  • Social Sciences (miscellaneous)
  • Signal Processing
  • Information Systems and Management
  • Management Science and Operations Research

Fingerprint Dive into the research topics of 'A model of Kawaii feelings for cosmetic bottles'. Together they form a unique fingerprint.

Cite this