Fans of Japan's kawaii culture have a new place to shop after a stall opened in Castle Quarter.

Opened by 19-year-old Chloe Howard, Dolly Doki Doki will sell merchandise relating to cartoons such as Hello Kitty, which has been imported from Asia.

Norwich Evening News:

Kawaii is Japan's culture of cuteness and refers to cutesy characters who are vulnerable, shy and childlike, manufactured by the Sanrio and San-X brands.

Ms Howard started her business as an online shop two months ago after struggling to find cheap items for her own collection of items.

Norwich Evening News:

But now she has opened her own stall in the centre of the city shopping mall opposite Clintons card shop.

She said: "I decided to start my business as I have been a Sanrio collector for many years now and within the community it's difficult to get cheap, accessible items in the UK.

Norwich Evening News:

"So I'm selling Japanese imported goods for all ages and collectors, it's a unique stall full of the cutest items."

The stall will open from 10am to 5pm from Tuesday to Friday, opening until 6pm on Saturday.