Burikko is a derogatory Japanese term for a style of personal appearance and demeanor that is considered phony childishness and cuteness. The term was coined during the 1980s, and is sometimes attributed to Japanese comedian Kuniko Yamada, though its exact moment of invention is unclear. Burikko style is often associated with Japanese idols of the 1980s such as Seiko Matsuda. 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".