49 East Asian Journal of Popular Culture Volume 2 Number 1 © 2016 Intellect Ltd Article. English language. doi: 10.1386/eapc.2.1.49_1 EAPC 2 (1) pp. 49–61 Intellect Limited 2016 JOEL GN National University of Singapore A lovable metaphor: On the affect, language and design of ‘cute’ ABSTRACT Approaching the cute object as a metaphor for the lovable, this article provides a survey of the different approaches to the study of cuteness and uses their inter- sections to map out a three-domain approach that incorporates the dimensions of affect, language and design. When considered in isolation, these domains highlight specific facets of cuteness, but their intersection underscores an important etymologi- cal tension that continuously transforms the metaphors of cuteness. These changes do not compromise the primary meaning of cuteness, but lead to a reinvention of the lovable, whereby the cute object continues to represent an abstraction of a particu- larly affectionate connection to the other. Therefore, the arguments presented will demonstrate that the notion of cuteness emerges through a particular etymological tension embedded in the idea of ‘cuteness’ that reifies aesthetic concepts through the relationship between the individual’s affective experience and the operation of language through culture. INTRODUCTION What makes a thing cute? The question suggests that cuteness is a quality that may be defined and attributed by one person, then communicated to another. This function of naming links cuteness to relationships, a point closely aligned KEYWORDS aesthetics affect character design cuteness language metaphor eajpc2.1.indb 49 eajpc2.1.indb 49 11/04/16 10:54 PM 11/04/16 10:54 PM