Most Japanese women act completely normally. However, there are some who might overplay the cuteness card from time to time.
This is most often true of JPop idols and hostesses. JPop idols are often sickeningly cute. Hostesses are sometimes the same.
In Japan, women who act completely childish in order to accentuate their cuteness are known as burikko (鰤子). This could be literally translated “Amberjack fish child”. It’s a pun that means “to pose as a child”.