In Japan, you would never say the word.
But a pink blob with red lips and pants has a mission to break a national taboo around menstruation.
Meet "Little Miss Period" or 'Seiri-chan.'
She stars in a Japanese movie trying to smash the stigma.
Reaction since its November release - has been positive.
(SOUNDBITE) (Japanese) 25-YEAR-OLD VIEWER, SHUHEI NISHIKAWA, SAYING: "The (film's) topic isn't something I talk about with my friends or hear from women.
But I think it shows how women live and put up with a bodily function that is a disadvantage to them." In Japan, period have been seen as embarassing or dirty.
Little Miss Period centers on Aoko a young office worker whose boss has little sympathy for her monthly menstrual pain.
"If only men could get periods,' she grumbles.
Little Miss Period helps out - with a punch to the gut for men who fail to understand.
Some walked away from the film hoping it sparks understanding between men and women.
(SOUNDBITE) (Japanese) (55-YEAR-OLD VIEWER, MIYUKI SUZUKI, SAYING: "I was moved and felt a sense of hope by the fact that the original author (of the film) is a man.
And I cried a little when I saw the film.
It's great it (menstruation) is being depicted this way to gain a wider understanding from society." There are critics.
One feminist author, Minori Kitahara, told Reuters she's happy the movie is trying to change minds.
But she lamented quote 'treating the matter like a comedy talk show.'
Audiences can soon decide for themselves - in Asia, at least.
Little Miss Period punches her way to Taiwan in December and its slated for Hong Kong and mainland China releases next year.