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Originally Posted by artcika
i think i'm the only person on this planet that does not understand the obsession with pink and hellow kitty stuff... i find it simply childish.. for a 5 year old it might look like a nice option to carry around xD
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You already placed the answer within your question.
It is a phenomenon in japanese pop culture but obviously it is conceived as being somewhat cool to act childish. Look at music shows like "Music Station" during their talking sessions; predominantly women are always trying to appear innocent and cute. Many of them are facing severe facial aches afterwards just from forming weird mouth-shapes for the sake of fitting into imaginary idol patterns.
Undoubtedly a lot of fans are willing to adhere to these prominent behaviour patterns and enhancing ones appearance with such "kawaii" accessories just emphasizes this intention.