Many customers who visit SUT (Space Utility TOKYO) say "Kawaii" (cute) as soon as they enter the store.

The tone and rhythm of their voices vary from person to person. Even if two people say "Kawaii" at the same time, they might be looking at different things. In fact, the person accompanying the person repeatedly saying "Kawaii" might not even feel the same way.

It's perfectly natural and wonderful that everyone has different standards of "Kawaii." That's precisely why SUT attracts so many unique and individual items.

70% of SUT's items are zines and miscellaneous goods created by individuals. These items, made freely and without constraints, express each artist's own definition of "Kawaii." Even a zine with a dark and sad story will have the artist's "Kawaii" reflected in the cover design.

That's why it's fun.

"Kawaii" doesn't need to aim for mass appeal;

It's powerful.

Come and find your own "Kawaii"!

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▽Scenes from last year's event▽