Kimura U is a model, voice actor, illustrator, and fashion designer who created the fashion brand Kawaii Holic. Well- known for her catch phrase “You are dead if you quit cute,” Kimura U has inspired people of all genders to embrace Japanese kawaii culture. Kawaii Holic, launched in 2017, furthers that goal by creating unisex kawaii clothing that can be incorporated into many fashions, including yami kawaii and Lolita fashion.

Kimura U has starred in TV animation such as Idol Memories, Toranomon Music Academy, and created the design for the kawaii version of the NHK mascot character Dokomun–lovingly called Domo in the US. She also gained a lot of attention for her costume design work for the idol group The World Standard, stylized as わーすた (Wasuta).

In addition to her work, she was also appointed the Kawaii Ambassador by the Ministry of Foreign Affairs Harajuku Fashion Japan and has traveled to many different countries, including the US, Russia, Spain, and Italy.