Moe sangyo(萌え産業) literally means "budding business," and refers to the current[citation needed] boom in entertainment industries relating to otaku- primarily anime, manga, and video games. The word "moe" literally means "budding" or "sprouting," but has come in otaku culture to refer to a crush, fetish, or infatuation with a specific character or subject, usually involving cute young girls or young boys. Moe can be used as an adjective, noun, or an exclamation, similar to "kawaii."