A BBC Radio 4 'Book of the Week'

'Fascinating ... you'll never look at a Hello Kitty or a Pokémon the same way again' - Mail on Sunday

Why are some things cute while others are not? What happens in our brain when we see something cute? And how did the cute aesthetic become global, from Hello Kitty to Disney characters?

The cute aesthetic is an area where culture and biology interact. Seeing a cute animal triggers some of our most powerful psychological instincts - those that evoke our care and protection - but there's a deeper story behind the expanded appeal of Japanese cats and sweet greeting cards.

Joshua Paul Dale, a pioneer in the burgeoning field of cute studies, explains how the cute aesthetic spread worldwide, from popular brands to Lolita fashion, children's cartoons, and the relentless rise of Hello Kitty. This story explores the surprisingly ancient roots of Japanese kawaii culture and reveals cross-cultural communication in a globalized world.

Understanding the psychology of the cute aesthetic can help answer some of the biggest questions of evolutionary history and the secret origins of animal domestication.

This is the fascinating cultural history of the cute aesthetic and a revealing look at how our most powerful psychological urges have revolutionized global style and culture.

Pages: 288, Year of Publication: 1026, Dimensions: 14.2x14.2cm