This thesis expands upon the current scholarly research on the physical and relational attributes of cute as a design concept. Through ethnographic observation of Seoul, South Korea and the Korean beauty industry, four different dimensions of cute were identified—Classical, Whimsical, Cheeky, and Aesthetic.
Each of the dimensions has their own unique set of physical attributes and elicits a specific emotional response which allows for different levels of involvement to be established. These findings show that cute is a multifaceted concept that can build upon itself to create a unique consumer experience that is not restricted by a perceived youthful demeanor. The evolution of cute is rooted in interaction and consumption, making it a potentially ubiquitous concept applicable in any industry through design.