It’s a branding phenomenon worth billions globally. In Japan, the epicentre of the aesthetic known locally as kawaii, brands like Hello Kitty and Pokémon have generated extraordinary value. Cuteness may appear innocent and innocuous, but it commands attention and influences our spending in incredibly powerful ways.

From toilet paper to video games, cute branding sells. Its design language taps into mental schemas linked to youth. Physically, that means bigger eyes, larger foreheads, rounded bodies, clumsy movements, softer colours and fluffy textures. Psychologically, it draws on traits such as vulnerability, innocence, naivety, sleepiness and playfulness.

Researchers broadly categorise cuteness into two forms: baby schema and whimsical. Baby schema — whether........

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