Watching a documentary that followed the success story of the well-loved Sanrio character Hello Kitty reminded me of how big a phenomenon the kawaii culture has been since I was a kid (And I’m 38!). The cute and adorable aesthetics influence everything--
a phenomenon the kawaii culture has been since I was a kid . The cute and adorable aesthetics influence everything from fashion to food. But what does this obsession with all things “kawaii” say about us psychologically?
One reason kawaii is so appealing is that it taps into our innate desire for nurturing and connection. The cuteness of kawaii characters, upon my research, triggers the same response in our brains as seeing a baby or a small animal – it activates the release of oxytocin, the hormone associated with bonding and social connection. By surrounding ourselves with these cute, friendly characters, we feel a sense of community and belonging.
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