Summary of The New Science of Cute

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The New Science of Cute summary


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How do you explain the popularity of Hello Kitty? Why do people find themselves cooing at little babies? The answer may be quite simple: They’re cute. Writing for The Guardian, journalist Neil Steinberg takes a look at the fascinating – and adorable – world of kawaii, or “cuteness.” Steinberg uses the story of Kumamon, the beloved “mascot” of Japan’s Kumamoto Prefecture to illustrate how cuteness can generate attention – and earnings. getAbstract recommends this charming article to marketers, pop-culture fanatics and anyone needing a happy boost.

In this summary, you will learn

  • Who Kumamon is and what he represents,
  • Why he’s so popular in Japan and
  • How “cuteness” makes products more “approachable.”

About the Author

Neil Steinberg is a columnist at the Chicago Sun-Times.



When Kumamon – the rosy-cheeked bear of Japan’s Kumamoto Prefecture – disappeared after the 2016 Kumamoto earthquake, people took notice. Fans from around the world wrote “pray for Kumamoto and Kumamon” – using the bear as a way to reach out to and express concern for a community in distress. When...

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