As my Japanese is nonexistent, I’m just hoping it’s nothing scurrilous written on the box.
1. Where does moe (or moé for the pronunciation pedants among us) happen? The site of moe must be in the viewer. When, therefore, we say of a character that she or he ‘is moe’ we are identifying the presence in her or him of traits which provoke or stimulate moe in us (and perhaps in an imagined community of ‘people like us’).