In the ’90s kawaii meant something different. Back then, I used English words like “sensational” and “lovely” to describe the shop style. “Lovely” came from my time in the U.K. I liked it is a reaction and a compliment, but I wanted to go beyond that, so I chose “sensational lovely” as the first concept for the shop. Over time, customers started using “kawaii” as a reaction to items in the same way as people in London would use “lovely.” So calling it “sensational kawaii” was a natural move, though I still try and go beyond what is normally considered kawaii.