Moe art style is a form of character design that has been around for centuries and is not purely Japanese. It is associated with "moe" or "cute" and features child-like proportions to appeal to the paternal nature of male and female viewers. Moe art is a way of visually structuring a piece of art to create a feeling of cuteness and innocence, similar to interacting with an infant or puppy. The term "Moe/Kawaii" refers to characters that create emotions of affection and adoration, leaning heavily into kawaii and feminine visuals. 

Kawaii can also mean just cute, and worthy of your affection.