Endless Thread Labubus, lafufus, and Hello Kitty: How cuteness conquered the internet
Nov 7, 2025
In this engaging discussion, Joshua Paul Dale, a cuteness scholar and author, explores the phenomenon of cuteness that has captured the internet. He reveals how toys like LaBooBoo conquer our hearts, the science behind baby-like features triggering caregiving instincts, and the concept of 'cute aggression.' Dale also delves into the evolution of the word 'cute' and contrasts American cuteness with Japan's kawaii culture. He passionately discusses how online cute content fosters social connection and why a future filled with cuteness could improve our lives.
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How Labubu Became A Viral Collectible
- Pop Mart turned Kasing Lung's Labubu character into a wildly collectible blind-box toy that went viral online.
- The toys sold out quickly and their blind-box unboxings fueled social media demand and celebrity visibility.
Cuteness Is About Play And Social Bonding
- Joshua Paul Dale argues cuteness drives social connection and play, not just caregiving.
- Cuteness activates reward centers, lowers stress, and makes people want to get closer and communicate.
Use Tiny Backstories To Build Attachment
- Give cute characters a short backstory to help people form imagined relationships and enhance attachment.
- Joshua Paul Dale notes Hello Kitty's three-sentence bio makes fans feel closer to the character.
