Cutecore

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The following article contains and discusses content that may be distressing to some readers.
Reason for Warning: This article contains graphic content, including depictions of gore, which may be disturbing to some viewers. Reader discretion is advised.

Cutecore is an internet aesthetic that emerged around 2020, popularized by the Tumblr user Vo1dchan. Originally used interchangeably with "Cutegore," it blends kawaii imagery with darker, horror-influenced elements and slight traces of gore. Kawaii mascots and anime characters are often depicted with wounds, blood splatters, glitches, pixelations, and other dark motifs.

However, a distinction has arisen, primarily through TikTok, where "Cutecore" is now often interpreted as a sanitized version of "Cutegore," resulting in a more Westernized kawaii aesthetic. This variation features the same visual elements, such as strawberries, pastel colors, virtual stickers, and bows, while excluding the darker, gory aspects.

Cutecore draws heavily from pre-existing Kawaii fashion styles, such as Jojifuku. Common visual references include characters from Sanrio (e.g., Hello Kitty, Sugarbunnies), Mamamoko, Willa Uma, Killa Kuma, and Tamagotchi characters. Anime characters from series like Nitroplus, Bocchi the Rock!, and Watamote are also incorporated. Horror media, such as Silent Hill and Fatal Frame, may also be included. The aesthetic has gained significant popularity on social media, with the top hashtag on TikTok for "cute" having over 330,000 videos as of 2024.^[1]

There is also a misconception that "Cutecore" is a non-culturally appropriating word for kawaii. However, this is not the case. The claim that "kawaii" is an inappropriate term or even a slur was created by trolls on 4chan and does not reflect the beliefs of the kawaii community and Japanese people.

History

The term "Cutecore" originated approximately in the early 2010s, initially as a niche subcategory of hardcore music. It was a shortened form of "cute but hardcore," describing a musical style blending aggresive vocals with kawaii lyrics and Japanese sound bites. Examples of music fitting this early definition include "Monstarrr" by Ennaria, which combines dark, sometimes violent lyrics with feminine vocals and references to Harajuku fashion. This musical origin predates the aesthetic's visual manifestation.

Furthermore, the term "Kawaiicore" had already been used to describe Kawaii Metal, popularized by the band Babymetal, which blends J-pop idol aesthetics with heavy metal. This exemplifies the early use of "kawaii" in conjunction with aggressive musical styles, which aligns with the concept of cute aggression. Similar to Kawaii Metal, the early musical origins of Cutecore also involved a juxtaposition of cute and aggressive elements.

In 2020, the aesthetic as it is currently known was popularized by the Tumblr user vo1dchan. They shared images and videos of their bedroom, which featured a stark juxtaposition of kawaii merchandise and horror media, such as Sanrio items alongside imagery from Silent Hill. A notable example is a Sanrio bedspread edited with bloody handprints. This content, which blended East Asian aesthetic influences, kawaii, and dark horror elements, piqued the interest of individuals interested in kawaii fashion. This occurred during a period where social media platforms, especially TikTok, saw a surge in alternative fashion experimentation, including items like Demonia platform boots and bunny hats. This environment facilitated the rapid spread and evolution of the Cutecore aesthetic.

By 2024, the hashtag for "cute" on TikTok had over 330,000 videos, showing the continued prevalence of the aesthetic and its related imagery on social media. Addy, a content creator, notes that the rise of Cutecore was heavily influenced by the pre-existing emo and scene subcultures. The video also notes that the current popular style of music that is used within cutecore edits, is more moe-oriented, often using anime openings or cute slice of life shows.

Visuals

Cutecore visually centers around themes of corrupted childhood, often manipulating media aimed at children and preteens, similar to Traumacore. These edits frequently incorporate Kawaii characters and motifs, sometimes juxtaposed with elements of horror, such as blood splatters, injuries, ominous shadowy figures, and eyes. The aesthetic also shares visual similarities with Heisei Retro, Jojifuku, and Kawaii aesthetics. Pastel colors and rainbows are common, along with glitchy and pixelated effects. Some iterations of this aesthetic, mainly influenced by TikTok discourse, do not feature the gory or darker aspects.

Typical Cutecore visuals include:

Kawaii characters and motifs, including those from Sanrio
Blood splatters and injuries
Glitchy and pixelated visuals
Phrases similar to the Yandere and Traumacore aesthetics
Dark and shadowy figures
Kaomoji
Pixel art

Food-related imagery is also prevalent, featuring items such as:

Cakes (especially strawberry shortcakes)
Dango
Pucchin Purin pudding
Crème caramel
Strawberries
Kamabokos
McDonald's Happy Meals
Milk (especially strawberry milk)
Ice cream
Lollipops
Cotton candy
Pocky

The aesthetic may also feature:

Entire walls filled with cute decorations, often arranged on shelves or stacked in corners.
Plushies
Fluffy rugs
Clothing such as backpacks
Furniture and walls in pastel pinks, blues, lavenders, and mint greens.

Fashion

Fashion within Cutecore typically involves layered skirts, leg warmers over patterned tights, and platform boots, often from brands like Demonia and New Rock. Japanese children's brands such as Angel Blue, Mezzo Piano, and Daisy Lovers, are popular, as are band and horror movie t-shirts. Makeup styles often feature doll-like eyes with thick eyeliner and circle lenses, over-contoured noses, and flushed cheeks.

Criticism

Perceived Appropriation

Since the "kawaii is a slur" discourse, which primarily occurred on TikTok in 2021,^[2] Cutecore has been accused of being a "whitewashed" version of Kawaii. This argument stems from the misunderstanding of "Cutecore" as a Western replacement for "kawaii," despite its origins as a juxtaposition of kawaii and darker, horror-influenced elements.^[3] The term "Cutecore" was, in fact, chosen to distance the aesthetic from the negative connotations of "gore" terminology and avoid potential shadowbans on social media.

Some critics argue that Cutecore appropriates pre-existing Japanese fashion styles like Jojifuku, Gurokawa, and Decora, removing their cultural context and origins. Addie's video also addresses the cultural appropriation discourse in the kawaii community. Additionally, some content creators have been criticized for pretending to be East Asian, a practice often referred to as "Asian baiting."

Problematic Behavior

Cutecore has been criticized for its association with potentially harmful content. This includes the glorification of violence, self-harm, and child sexual abuse, as well as general toxic behavior like harassment and suicide baiting.^[4] Addie's video elaborates on the presence of predatory behavior within the community, exploiting the vulnerability of young people who are drawn to the aesthetic's darker themes. The inclusion of "lolicon" or "lolibait" imagery is another major point of contention. The combination of childlike elements with sexually suggestive content creates a dangerous environment for young people.

Overconsumption

The Cutecore aesthetic has been criticized for promoting a consumerist hirearchy within its own community, particularly concerning the overpricing and resale of branded items. This is seen especially with Japanese children's brands like Mezzo Piano, Angel Blue, and Daisy Lovers, where resellers often inflate prices. This encourages the consumption of fast fashion alternatives from brands like Shein and Romwe, which are also criticized for art theft, poor working conditions, and the use of toxic chemicals in their products. Addie's video also touches on this aspect of overconsumption. This consumerist aspect often involves the display of large amounts of merchandise, sometimes filling entire rooms with plushies, figures, and other collectibles. Lesser-experienced collectors might, in pursuit of this aesthetic, resort to purchasing bootleg items from sources like AliExpress. These items can include stolen copyrighted material and potentially contain toxic chemicals.

Unrealistic Body Standards

Addy's video also addresses the issue of body shaming and the promotion of unrealistic beauty standards within the Cutecore community. The pressure to fit into Japanese children's clothing sizes, which are often extremely small, leads to bullying and the normalization of eating disorders. Addy also highlights the glorification of self-harm and the normalization of dark humor related to abuse and mental health, which can be particularly harmful to vulnerable young people's body image.

Music

Songs frequently used as part of the aesthetic include:

"A F1GUR3 8" by bugcried
"all i want is you" by Rebzyyx
"BABY MY PHONE" by Yameii Online
"Bumblebee" by Bambee
"Caramelldansen" by Caramella Girls
"Doki Doki" by Smile.dk
"Electro World" by Perfume
"Häschenparty" by Schnuffel
"Hello Kitty" by Avril Lavigne
"Hello Kitty" by Slayyyter
"Kasane Territory" by ZUN (feat. Kasane Teto)
"Kiss Me Again" by Roy Bee
"INTERNET OVERDOSE" by Aiobahn (feat. KOTOKO)
"INTERNET YAMERO" by Aiobahn (feat. KOTOKO)
"Lovefool" by The Cardigans
"Lucky" by Lucky Twice
"Me! Me! Me!" by TeddyLoid (feat. Daoko)
"Menheramen" by PEPOYO
"Monster" by Dev
"NIMBASA Core" by plasterbrain
"Notice Me Senpai!" by iHasCupquake
"Nyan Cat Theme" by Digidudes
"Nyanyanyanyanyanyanya!" by daniwell
"Po Pi Po" by LamazeP (feat. Hatsune Miku)
"Stir And Mix" by LJ LephemStar (from the Scratchin' Melodii OST)
"Suki Suki Daisuki" by Jun Togawa
"Triple Baka" by LamazeP (feat. Hatsune Miku, Kasane Teto, and Akita Neru)
"Ur Style" by DATEKEN
"Your Reality" by Dan Salvato

Media

This section lists media that is commonly used as part of the Cutecore aesthetic, often in the form of edits, rather than the typical visuals being featured within the media.

Television

Barbie (cartoon) (2001-present)
Bluey (cartoon) (2018-present)
Bludgeoning Angel Dokuro-chan (anime) (2005)
Come and Learn with Pibby (cartoon) (2021)
Di Gi Charat (anime) (1998-1999)
Happy Tree Friends (cartoon) (1999-2023)
Hello Kitty and Friends (anime) (1989–1998)
Higurashi no Naku Koro ni (anime) (2006-2021)
Jewelpet (anime) (2008-2015)
K-ON! (anime) (2009-2010)
Lalaloopsy (cartoon) (2013-2015)
Lucky☆Star (anime) (2007)
Mewkledreamy (anime) (2017-2022)
My Little Pony (cartoon) (1984-present)
Nekopara (anime) (2017)
Nichijou (anime) (2011)
Onegai My Melody (anime) (2005-2012)
Paw Patrol (cartoon) (2013-present)
Peppa Pig (cartoon) (2004-present)
Pretty Cure series (anime) (2004-present)
Powerpuff Girls (cartoon) (2001-2005)
Puella Magi Madoka Magica (anime) (2011-present)
SoniAni: Super Sonico the Animation (anime) (2014)
Sugarbunnies (anime) (2007-2009)
Teletubbies (live-action) (1997-2001)
Watamote: No Matter How I Look at It, It's Your Guys' Fault I'm not Popular! (anime) (2013-2015)