In Japanese popular culture, a bishōjo (美少女, lit. "beautiful girl"), also romanized as bishojo or bishoujo, is a cute girl character. Bishōjo characters appear ubiquitously in media including manga, anime, and computer games (especially in the bishojo game genre), and also appear in advertising and as mascots, such as for maid cafés. An attraction towards bishōjo characters is a key concept in otaku (manga and anime fan) subculture.
The development of the bishōjo aesthetic in manga of the early 1980s marked a departure from previous realistic styles, and the emergence of the aesthetic of "cute eroticism" (kawaii ero) and moe.

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