b) What is it about on a cultural level?

Tokyo Jazz Panda appeals to children, with it’s wide range of toys and school accessories. However, I believe the site is not aimed at this market alone. Japanese culture (in particular Decora, Fruits, Harajuku and Lolita subcultures) encourages the colourful and childish decoration of one’s clothes and accessories. This is described under the definition of ‘kawaii’ (meaning ‘super cute’). The particularly large amount of Hello Kitty and other Sanrio based products also welcomes those who enjoy brand related merchandise. Kawaii culture is slowly becoming more westernised, with many emo’s and scene kids purchasing kische bows and accessories for self decoration. TJP fills in the gap in the market for British Japanomanics and Harajuku fashion lovers to buy Japanese kawaii products without having to pay a large shipping price.