The Power of Cute: Sweet, Cuddly and Taking Over the World

Try this: Ask someone you know to define “cute.” They are not allowed to simply give an example of a cute thing, so no babies or sweet little rabbits singing a song about being brave; they must try and give a definition for the adjective itself. See how long it takes before words give way to gestures (hands making clutching motions, arms squeezing tightly around invisible teddy-bear-size objects) or inarticulate noises (cries of anguished delight, high-pitched vowel sounds). See how long it takes before they are scrunching up their faces in what looks a lot like pain.

It’s not just that the term is difficult to define, it’s that there is often a confounding gap between the smallness, or seeming irrelevance, of the cute object, and the strength and range of the feelings it invokes. Words alone don’t seem to cover it.

Cuteness — its properties, its uses and its increasingly dominant position in culture — is the subject of a dazzling new exhibition in London called simply “Cute,” running at Somerset House through April 14. Not exactly a history of an aesthetic and not exactly, or not only, a collection of particularly cute commodities, the show explores the unsettling power of apparently powerless things, looking at the fantasies that cuteness enables and creates, and making us think about how and why it has come to saturate our world.

Why does everything have to be so cute now? What does it mean that we have so enthusiastically allowed ourselves to be manipulated by an aesthetic that prioritizes the infantile, the teeny-weeny, the doe-eyed? Why, when I saw a can of Hello Kitty-branded motor oil in one of the show’s first rooms, did I desperately want to pick it up and give it a big hug while shouting, “Awwwwwww?” Why am I trying to buy one on eBay right now? I don’t even have a car.

If these questions give off a strong smell of the seminar room, do not be cast down: There is plenty of fun, and truly adorable stuff, to be consumed. Just ask the group of girls who were giddily twirling around taking selfies in the Hello Kitty disco room on the morning that I visited. (The show, in fact, is sponsored by Sanrio, the Japanese company that created Hello Kitty, and is timed to coincide with her 50th birthday this year. She’s 50 years old! According to a sign at the show, she was born in London on Nov. 1, dreams of becoming a poet and is the height of five apples! She doesn’t have a mouth!)