Moe

Moe is a Japanese term used in connection with manga or anime to describe something precious, usually (but not always) the ideal of youthful and innocent femininity. Written with the kanji for "to bud or sprout" (萌), the concept covers a range of ideal behaviour for youthful female characters in manga or anime. To be moe, a character can be eager or perky, not overly independent, and call forth a desire in the viewer to protect them and nurture them. The term is also used to describe any preciously cute item; there is an animal mascot character store in Tokyo called Moe.

There is a lot of debate over the crossover between moe fandom and lolicon. While the crossover exists among fans and products the two genres are not synonymous.

See also: kawaii