Japanese feminists charge that all this cute chic is really about the cultural domination and exploitation of women in the country. It encourages girls and young women well into their late 20s to act submissive, weak, and innocent rather than mature, assertive, and independent.
Yes, I completely agree with this. But I've also been wondering what else could be driving the "cute" craze, besides sex. I think it could also be related to the attempt to maintain "wa" in general society. The cuter the street signs, warning labels, commercial ads, manner posters, etc., the less offensive the message seems. Hence, the continuance of wa.