A new report released by scientists from the University of Tokyo claims 74% of all things presented on television are “sugoi” (meaning “amazing” in English).
The study, which looks into a range of items including objects, concepts, and living things, found the overwhelming majority triggered an excitable response.
“Foreign objects, concepts or humans are even more likely to trigger a ‘sugoi’ reaction,” says chief scientist Haruki Suzuki.
The term “sugoi” can sometimes have negative connotations or occasionally a talent may not know what else to say.
“Things that don’t trigger a ‘sugoi’ response mechanism are either ‘kawaii’, ‘kowai’ or ‘oishii’,” the report says.