好意

The word "kōi" functions in two primary semantic dimensions: romantic/personal affection and general goodwill or kindness. While it can describe a crush or romantic interest, it is more understated than "ai" (love) or "suki" (like), often implying a feeling that is held or harbored rather than an intense passion.

When used to mean "goodwill," it refers to an act of kindness performed without expecting anything in return. A key pragmatic point is the phrase "kōi ni amaeru," which means to accept someone's kindness or a favor, acknowledging that the other person is being generous.

It is distinct from "kōkan" (a favorable impression). While "kōkan" is a reaction to someone's personality or appearance (e.g., "I have a good feeling about this person"), "kōi" is an active feeling of affection or a conscious intent to be kind toward someone.