‘Pretty, Innocent Asian Girls’: The Cult of Cuteness in East Asian Societies

Different countries have different aesthetic standards: the shape of houses, streets and squares, the way people talk and dress, the landscape, orderliness, chaos etc. – these are all elements that make up each place’s unique atmosphere. 
 
Aesthetic traits such as fashion and manners belong to the visible characteristics that distinguish peoples in different parts of the world. Of course, every individual is different. But at times it is possible to find features that are peculiar to certain areas. One of them is undoubtedly the ideal of beauty. As far as East Asia is concerned, the cult of ‘cuteness’ surrounding the concept of female beauty is certainly one of the most fascinating phenomena which sets this cultural area apart from others.
 
Cuteness is ubiquitous in East Asian countries: from ‘Hello Kitty’ to high-pitch voices, from fashion to manners, one can easily detect numerous aspects of this phenomenon which indeed is one of the most conspicuous differences between Western and East Asian countries. Where does this phenomenon come from? What are its causes? 
 

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