Tokyo women prefer to be 'cute'

Image by Kanebo Cosmetics Inc

 According to a lifestyle survey conducted by Kanebo released on Tuesday, Tokyo women prefer to be “cute” rather than sophisticated or anything else. This is the first ever South East Asian study on lifestyles and attitudes on women in Tokyo, Shanghai, Beijing, Taipei and Seoul.

Happi mentioned that around 33% of Tokyo respondents wanted to appear cute, a standout figure compared to women elsewhere. In Beijing women want to look “elegant,” Shanghai women “lady-like,” Taipei “refined” and almost 45% of women in Seoul strive to look “sophisticated.”

The survey was part of a bigger study of examining women's expectations of work, their aims for five years' time, their personal aspirations, attitudes about beauty and make-up preferences.