Rune Naito (1932-2007) was a Japanese artist and illustrator who was active from the 1950s through the 1970s. He is credited with being one the originators of the modern Kawaii culture, Kawaii being the quality of cuteness in the context of Japanese culture. Peach launched a partnership with the company holding the rights of Rune's work to emphasize its "Cute&Cool" image; in the meantime the "Roots of Kawaii" exhibition could be seen in Tokyo.
The partnership also involved Girls Award, a fashion & music event targeting young women which takes place twice a year in Japan. Note Girls Award titles disappeared before the rest of the titles.
