Cuteness and baby schema are essential terms in the life of many japanese people. Apart from lifestyle-culture, it can also be found in various parts of public life. Characters influenced by baby schema are a crucial contribution to Japan’s cute reputation around the world.
Over the course of the last 25 years more eccentric and grotesque mascots or collection figures gained popularity in the public sphere, in addition to classic cute characters. The focus of concern aims at the social changes associated with the decomposition of mere cuteness and the modern perception of women. The main question of the work targets the analysis of artistic and psychological aspects of the trend grotesque cuteness, as well as its impact on japanese society and influence in the Western world. Theoretical approaches are emphasized and highlighted through illustrations.