The aesthetic revolution of 'cute': the power of tenderness goes on show

Opening at the Kunsthal in Rotterdam, the exhibition 'CUTE' explores the aesthetics of tenderness and its impact on art, consumption, identity and global pop culture, with works by more than fifty international artists.

Kunsthal Rotterdam has opened its doors to 'Cute', an international exhibition dedicated to the concept of 'cute' as a cultural, aesthetic and social force, which will be on view until 23 November 2025. An exhibition project that goes beyond the playful surface to investigate how the aesthetics of cuteness influence perceptions, identities and dynamics of contemporary consumption.

Curated by the Dutch duo Supertoys Supertoys, the exhibition presents more than fifty artists and collectives - including Takashi Murakami, KAWSxCampana and Sejoon Kim - in a multidisciplinary journey that crosses art, design, technology and digital phenomena. The exhibition, conceived as an immersive environment, offers visitors a visual and sensory experience that mixes pixels and plush toys, manga and collectibles, memes and interactive installations. The museum has thus been transformed into a visual and sensory universe where tenderness is the absolute protagonist. Visitors can already immerse themselves in the Hello Kitty disco, explore the arcade of digital monsters and admire Jimmy Paul's special creation for Miffy's 70th birthday.

Starting from the Japanese roots of kawaii culture, the exhibition highlights how the language of tenderness has conquered the world, influencing key sectors such as fashion, industrial design, entertainment and digital communication. Tenderness thus becomes a lens through which to re-read the relationship between the individual and society: the construction of identity, the desire to belong, gender dynamics and the role of nostalgia in consumption.

Oltre al valore simbolico, “Cute” affronta anche l’aspetto economico dell’estetica della tenerezza, diventata driver competitivo in ambiti che vanno dal toy design alla pubblicità, fino alle strategie dei brand tech e lifestyle. La mostra suggerisce che il “carino” non è solo una scelta formale, ma un potente strumento comunicativo ed emotivo, capace di attivare meccanismi cognitivi e relazionali profondi. In tempi di ansia collettiva e sovraccarico informativo, la semplicità visiva diventa un rifugio, ma anche un terreno fertile per nuove forme di critica e narrazione. “Cute” invita dunque a ripensare il valore culturale della tenerezza, e lo fa attraverso un linguaggio visivo che è al tempo stesso ironico e affettuoso, provocatorio e rassicurante. Un’esperienza che riflette sul ruolo dell’estetica nell’era digitale, dove ogni emoji, peluche o filtro Instagram può diventare gesto politico o introspezione personale. La Kunsthal di Rotterdam si conferma così luogo di dialogo tra art