In the heart of London, Somerset House is hosting an exhibition that captures the essence of kawaii, the Japanese concept of cuteness, through the lens of one of the world’s most beloved characters: Hello Kitty. Celebrating its 50th anniversary, this exhibition, titled “CUTE: An Exploration of Cuteness,” delves into the multifaceted nature of cuteness and its evolution over the years.

The exhibition is not just a homage to Hello Kitty but a comprehensive exploration of the concept of cuteness across five thematic areas: Cry Baby, Play Together, Monstrous Other, Sugar-Coated Pill, and Hypersonic.

The exhibition at Somerset House transcends a mere display of adorable items; it’s an intellectual journey into how cuteness has developed and influenced culture, fashion, and social interaction globally. Each theme within the exhibition aims to provoke thought on how cuteness affects us, from evoking emotions to its role in consumer culture and even as a form of soft power on the international stage.

As visitors walk through the exhibition, they’re invited to reflect on their personal experiences with cuteness and its ubiquitous presence in our lives. From the iconic image of Hello Kitty to the broader implications of how cuteness can communicate complex ideas and emotions, the exhibition is a testament to the power of this seemingly simple concept.

“CUTE: An Exploration of Cuteness” at Somerset House is more than just an opportunity to bask in the warmth of all things adorable; it’s a deep dive into the cultural phenomenon of cuteness, its origins, and its impact on our world. Whether you’ve been a lifelong fan of Hello Kitty or are curious about the broader implications of cuteness, this exhibition offers a unique and thought-provoking experience that resonates with visitors of all ages. It’s a celebration of the 50th anniversary of a global icon and an invitation to explore the depths of what makes something truly cute.