Sho Asahina‘s lookism-themed It’s Not Easy Being Cute (“Kawaii” wa, Tokidoki Kurushii.) manga has recently joined Manga UP! Global‘s lineup.
The manga follows college students Nozomi Himesaki and Ruka Tennoji, whose lives intertwine when Ruka, a princely-looking girl who has an interest in cute fashion, asks Nozomi, who underwent plastic surgery, for advice. The two proceed to “navigate the pressures of modern lookism to forge their own paths.”
It’s Not Easy Being Cute was originally an X/Twitter manga that debuted in September 2024. The serialized version dropped its first chapter on Square Enix and Pixiv’s Gangan Pixiv in early September 2025 and received its first tankobon volume later that month. Volume 2 was released in February 2026.
A new manga from Asahina, Maruhi no Raira, will release its first chapter on April 29 in Japan. Twin Engine is the publisher.
Source: @MangaUpGlobal
