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yume kawaii
ゆめかわいい yumekawaii fairykei fairy_kei フェアリー系 ファンシー ゆめかわ
Literally, "dream cute". Not necessarily cute as in subjective cuteness, but rather a specific aesthetic theme meant to give off the feeling of a floaty, dream-like environment that is conducive to emphasizing cuteness. Bright pastels and nostalgic appropriation of visual elements from retro shoujo manga and anime are common motifs of the aesthetic.
Yume Kawaii is also a fashion style, sometimes also referred to as "Fairy Kei" (overseas) or "Fancy" (in Japanese).
Examples
