The  meaning  of  Kawaii  has  gone  beyond  its  original  sense.  It  is  no  longer  just  a  word that  means  “cute,”  “pretty”  or  “adorable”  in  Japanese.  Kawaii  is  now  considered  a global  phenomenon  because  of  its  great  influence  in  art,  fashion,  beauty,  food  and various  consumer  products.  It  is  not  just  an  appreciation  for  all  things  cute  and  fun  but also  a  way  of  looking  at  the  world  in  a  happy  and  positive  light.  Kawaii  is  a  culture enjoyed by Japanophiles (Japanese culture enthusiasts) from all over the world including the Philippines. 

In 2013, the ultimate kawaii experience was brought to the Philippines through “Kawaii in  Manila”  –  a  kawaii  lifestyle  workshop  filled  with  a  variety  of  kawaii-­‐related  activities. Following the success of the workshop, the Kawaii PH team decided to take the ultimate kawaii  experience  to  a  whole  new  level  by  staging  the  first  ever  Kawaii  convention in September 6, 2014 – Kawaii in Manila 2. 

Kawaii  in  Manila  2 is  a  day-­‐long  convention  dedicated  to  promoting  the  interest  and appreciation   for   the   kawaii   culture   through   various   kawaii-­‐related   programs   and activities.  Kawaii  in  Manila  2  aims  to  unite  people  who  share  a  common  interest  in Japanese   culture,   animation,   fashion,   and   everything   in   between.   In   addition   to providing  an  avenue  where  kawaii  enthusiasts  and  Japanophiles  can  get  together, Kawaii  in  Manila  2  can  also  be  a  great  opportunity  for  Japanese-­‐themed  and  kawaii-­‐ related brands to be introduced and to conduct business.