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Coined in Japan during the late '90s, "Moe" (萌え, pronounced as "Mo-Eh") is an ill-defined otaku term that means, amongst other things, "cute", "huggable", or "endearing".

The term is derived from a Japanese word that means "budding, to sprout/bloom". When used as an interjection, figuratively, it's used to convey that "something blooms inside your heart". A common definition is that Moe is the ability of a character to instill in the audience an irrational desire to adore them, hug them, protect them, comfort them, etc. To evoke a sort of big brother instinct.