Japanese kawaii culture emerged in the late 1970s among teenage girls. In its initial stages, the culture was often called " shōjo (girl/s)" culture and was identified by cute goods and fashion that young women/girls would like; it eventually extended to include behavior as well as commodities. However, as kawaii culture has thrived for nearly half a century, the culture is no longer specific to young women/girls. This thesis examines the phenomenon of men who participate in this kawaii culture by exploring the topics of dynamic consumerism, changing concepts of masculinity, and men's relationship with fashion that reflect socioeconomic changes in Japan since the early 1990s. This study aims to provide broader perspectives regarding kawaii culture and to explore the current social climate of Japan in general and about men of the younger generation in particular.