Jojifuku (女児服), which translates to "girl's clothing," is a Japanese fashion style centered on adults wearing clothing and accessories that evoke a sense of nostalgic Japanese childhood from the 1980s to the 2000s. The style draws heavily from the "junior boom," a period when children's brands featured in Shoujo magazines like Nakayoshi and Ciao gained significant popularity. The aesthetic is often compared to Fairy Kei and Nanchatte Seifuku for its use of childish motifs and themes. The male equivalent of the style, based on clothing from boys' magazines, is called Danjifuku (男児服).

During the early 2000s, there was a boom in children's clothing brands collaborating with Shoujo magazines in Japan. Despite catering to an audience that quickly grows out of their clothes, the price range was often way beyond 10.000yen (~100USD) and not many parents could afford those clothes. Eventually those children would grow into adults still longing for the designs of the Shoujo magazines, and some of those brands would start catering to them with expanding their size range to also fit adult Japanese women.

Jojifuku fashion is characterized by its use of children's clothing brands and motifs from Japan's Y2K era, prioritizing a cute and nostalgic look. The aesthetic is distinct from other styles in its focus on specific junior brands and its more contained color palette.

The style features clothing from nostalgic brands, most notably those from Narumiya Inc ., such as mezzo piano junior, Angel Blue, and pom ponette.

Common pieces include tees with playful prints, which would appeal to children and their parents for ease of wearability and washing. The vinyl prints are different configurations of the brands' mascots, cute English phrases, sweets and fruit, toys, etc. Often, these are raglan or ringer tees, providing even more colors and visual interest.

Denim miniskirts or shorts are the most popular piece in this style. With the shortness for mobility, most pieces include inner shorts which can peek out, and so the designers include a ruffle underneath. To be cuter, most skirts also include tiered ruffles.

Sometimes, seifuku-inspired outfits that are brightly colored and patterned.

The style also incorporates items from Sweet Lolita brands like Angelic Pretty, who create upscale versions of plastic jewelry in novelty themed shapes such as bunnies and sweets, much like children's jewelry. Accessories often include randoseru backpacks, a type of Japanese schoolbag, and loose socks or legwarmers reminiscent of the Kogal style that was popular in the 2000s. Footwear can range from sneakers to Japanese school slippers.

The makeup in Jojifuku is typically soft and natural, emphasizing cuteness rather than glamour. The goal is to create a youthful, innocent appearance that complements the childish nature of the clothing.

Hairstyles are often simple and playful, such as pigtails or braids, and are sometimes adorned with large bows or hair clips that match the colors and themes of the outfit.

Jojifuku has become a controversial topic, especially as the style has spread to the West. A core point of contention is the strong association of the aesthetic with age play fetish content, even though the style itself is not inherently connected to such themes. This connection stems from the popularization of the style's Japanese hashtag by an adult video (AV) studio that also posts safe-for-work content for promotional purposes. Additionally, the smaller children's sizes result in a tighter and shorter fit with the clothes, which, if combined with certain poses, creates a possibly unintended sexual connotation. As a result, some people view the style as a misuse of children's clothing.

Another criticism revolves around the use of the aesthetic as a status symbol for thinness. Since the clothing is made for children, adults who can fit into it are often of a child's size. The community has seen instances of people with eating disorders using their ability to wear children's clothes to brag about their body size. This is due to the difficult accessibility of the style, as many of the original brands are defunct, and adult-sized versions of the clothes are rare. This makes the style more accessible to those with petite frames, but it has also led to its use in unhealthy contexts.