Cute began being marketed to American adults in the 1950s, notes Isabelle Galleymore, a poet and consultant for the exhibition. American women, then newly equipped with jobs and disposable income ...

Why Do We Want to Squish and Squeeze Things That Are Cute? Science Has the Answer The response dubbed “cute aggression” by researchers is the brain’s attempt to self-regulate when confronted ...

Kawaii not only makes you want to physically embrace the cute thing, it also activates an instinctive need to protect it. And this protective feeling may be why kawaii makes us more attentive and ...