Why are some things cute, and others not? And how did cuteness go global, from manga cartoons to Disney characters? These are questions explored by Joshua Paul Dale, a Professor in the Department of Foreign Languages and Literatures at Tokyo Gakugei University. He’s a pioneer in the field of cuteness studies, and his new book looks at how the cute aesthetic spread around the globe, from Lolita fashion and emojis to the unstoppable rise of Hello Kitty.

In Episode 5, he tells the story of how emojis were invented by Japanese schoolgirls, looks back to the origins of manga, and explores the future of cuteness with a new kind of furry robot – designed to outlive its owner. He also puts on a “fur-suit” to attend a convention of 9,000 “furries” in Pittsburgh, exploring first-hand what it takes to become cute.

“Cuteness opens doors in our brains that would otherwise remain shut, it breaks down barriers and gives us an opportunity to experience another sort of existence – one in which we guard ourselves a little less and invite others in a little more. In a world that feels increasingly polarised, is this such a bad thing?”

Reader: Adam Sims
Abridged and produced by Elizabeth Burke
A Loftus Media production for BBC Radio 4 Show less