Burriko
Burikko
Japanese term for girls or women who act deliberately cute or innocent
Burikko (ぶりっ子, sometimes rendered Burriko in English) is a Japanese term for girls or women who act coy, or deliberately cute and/or innocent in a put-on way. The term was coined around 1980, likely by Japanese comedian Kuniko Yamada.[1][2] Burikko style is often associated with Japanese idols of the 1980s such as Seiko Matsuda.[2][3] It is associated with the Japanese notion of kawaii, meaning "cute", which has become important in modern Japanese culture. Burikko is not so much a style or state of being, but a set of tools employed to mask the self, particularly women's sexuality. This is emphasized in the common phrase burikko suru "to do burikko".[2]