There's this notion that "kawaii" (可愛い) or "cute" rules Japan. That's not entirely true. Everything isn't simply cute—and kawaii isn't the only game in town. There's also gurokawaii (グロカワイイ). This is the world of the grotesque and sadistic filtered through kawaii. This is the world of Momoka Kinoshita.
The concept of gurokawaii has been increasingly popular in Japan of late. Singer Kyary Pamyu Pamyu, for example, is gurokawaii.