Group 4

The cult of cute content

Kawaii and coquette are breaking the code of corporate internet


*:・゚✧ ૮ ˶ᵔ ᵕ ᵔ  In the past few years, the internet has gotten a lot cuter. Kawaii, the Japanese culture of cuteness, is a major influence across social-driven trends, and coquette, another aesthetic in the cute family tree, has established itself as one of the biggest trends of the year with over 10B views on TikTok — a reach that even rivals that of cottagecore, TikTok’s first and most famous aesthetic movement. 

In our latest mini report, we track the power of cute in today’s digital sphere — from its origins in millennials sharing cat pics to its potential to disrupt the Big Tech agenda. Download to get the full scoop! ˶ ა*:・゚✧

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