Shiseido wants everyone to be 'kawaii' (cute)

Japanese cosmetics ad crosses borders ... internationally and otherwise

Japanese cosmetic line Shiseido is known around the world, but this video viewed more than 7 million times on YouTube is set in the company's native Japan.

It begins with a teacher waiting for class to start. Inside the all-girl school's classroom are students doing what mildly rebellious Japanese students do. such as wearing loose socks — yes, that's a thing. All in all, an average classroom.

There's a twist though. Japanese speakers will notice it when the girl opens a book that says, "Did you notice there are *spoiler* in the classroom?"

The narration ends with what translates to, "We'll make anyone cute." We'll let you watch it to find out who "anyone" includes.