Gurokawa (グロカワ), also known as "Creepy Cute" or 'cute horror' in the West, describes a fashion and aesthetic trend that combines grotesque elements with kawaii.

It is often confused with the Yami Kawaii trend, which revolves around cute medical and dark themes, but Gurokawa has more of a horror theme to it and is rarely in pastels.

The style revolves around horror and gore, with a goth or pastel spin to it. Outfits are usually very casual with a focus on prints, and often feature eyeballs and other human body parts as accessories. Fake blood is commonly used not only for the clothes, but also parts of the make-up.