KAWAII means cute in Japanese.
From having both an artists and american perspective, while in Japan I am always blown away by the amount of illustrated mascots depicted alongside almost every written sign. It tickles my creative side everywhere I turn.The cartoon mascots target a young audience as well as those that are unable to read Japanese. They are called Yuru-chara (Japanese: ゆるキャラ) it is a Japanese term for a category of mascot characters; usually created to promote a place or region, event, organization or business. They are characterized by their kawaii (cute) and unsophisticated designs, often incorporating motifs that represent local culture, history or produce.
Here is a large collection of all the mascots I managed to get pictures of on my phone.
For a Blood drive, those are drips of blood on its head. The mascot for Mount Moiwa in Sapporo, this dude is freaky. For a Television station.