The answer here is it depends. Here are three main differences that any foreign companies considering advertising in japan should remember....
![Japanese Advertisements Japanese Advertisements](https://i.pinimg.com/originals/f7/89/ff/f789ff2e65f363f4289682dec579001f.jpg)
Kawaii retains a lot of this meaning. It's a multi-faceted word, and though we generally take it to mean “cute”