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Project

Sejoon Kim

CUTE

If you think these cute objects have a dark twist, you are right. Sejoon Kim was curious about why he, as a Korean, is more drawn to a cute style than Europeans. He delved into what cuteness is and discovered that in some cultures cuteness is not a protective instinct, but a twisted mechanism that reveals quite a dark social and cultural construct. Inside a rigid hierarchy individuals can harbor a hidden desire for dominance and control. Kim believes that when something becomes poor, helpless or disabled, people find it cuter since it can make them feel superior and dominant. In this sense, cuteness can turn aggressive and violent.

Copyright Design Academy Eindhoven

Project-1748
Copyright: Design Academy Eindhoven