Ecchi (エッチ etchi?, pronounced [et.tɕi]) is an often used slang term in the Japanese language for playfully ♥♥♥♥♥♥ actions. As an adjective, it is used with the meaning of "♥♥♥♥", "dirty" or "naughty"; as a verb, ecchi suru (エッチする), with the meaning to have ♥♥♥; or as a noun, to describe someone that is seen as lecherous. It is perhaps softer than the Japanese word ero (エロ　from Eros), and does not imply perversion in the way hentai does.

The word ecchi has been adopted by fans of Japanese media to describe works with ♥♥♥♥♥♥ overtones. In Japanese, the word ecchi is often used to describe a person's conduct, but in fandom, it has come to be used to refer to softcore or playful sexuality, as distinct from the word hentai, which connotes perversion or fetishism.[2] Works described as ecchi do not show ♥♥♥♥♥♥ intercourse or genitalia, but ♥♥♥♥♥♥ themes are referenced. Ecchi themes are a type of fan service, and can be found in most comedy shōnen and seinen manga and harem anime.[3][4]