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.
Comment on this summary
Customers who read this summary also read
John Kotter and Holger Rathgeber
Pantheon Books, 2011
Paul F. Steinberg
Oxford UP, 2015