Kawaii-Ness Mediates Between Demographic Variables, Happiness, and Brain Conditions

Background/Objectives: In many societies, especially in highly masculine societies like Japan, being a man, getting older, engaging in knowledge work, and earning a high annual salary are seen as conditions for success. On the other hand, an increasing number of studies have shown that incorporating kawaii-ness into our lives can help maintain and improve happiness and well-being. Methods: Therefore, in this study, we employed a variable expressing the response to kawaii-ness together with four demographic variables (sex, age, income, and knowledge work), happiness, and fractional anisotropy brain healthcare quotient (FA-BHQ) which is derived from magnetic resonance imaging (MRI) images calculations to analyze the relationship between them. Results: The results of a path analysis using data obtained from 182 healthy men and women showed that kawaii-ness mediates the association between demographic variables and happiness, which is in turn associated with FA-BHQ. Furthermore, with the correlation analysis between happiness and individual FA regions, we were able to confirm that FA regions, including the limbic-thalamo-cortical pathway, which is responsible for emotional regulation, are related to happiness. Conclusions: These results indicate the following: Men, older people, people engaged in knowledge work, and people with high annual incomes avoid kawaii-ness; As a result, they are unable to obtain the sense of happiness that they should have; as a result, they are unable to keep their brains healthy, and their brain functions, including emotional regulation, are not functioning properly; This may prevent them from maintaining or improving their performance. This study is the first attempt to clarify the relationship between demographic scales, kawaii-ness, happiness, and brain conditions.