Back in 2018, I found my old Pokémon card collection tucked away in the loft. I hadn’t thought about those cards in years but opening that box felt like opening a portal back to childhood. That spark of nostalgia quickly turned into a deep dive into the world of Japanese pop culture.

Soon I was completely hooked again and rediscovered all the things I’d grown up loving: Ghibli films, Sanrio characters, Kirby, and more. It wasn’t just about collecting, it was storytelling that transported me. It felt like stepping into another world, and I wanted to share that feeling.

So I started Kinda Kawaii — with one simple idea: to create boxes filled with things that could bring people the same joy, nostalgia, and magic I’d rediscovered. Things that made you smile. That felt comforting. That reminded you of being a kid, or made you feel like one again.

Since then, Kinda Kawaii has grown into a community of people who get it — people who also find happiness in the details, in the cute, the quirky, the heartfelt. Every box is a little care package of joy, designed to bring a piece of that whimsical world into your real one.