Emily Hill Emily Hill

More sinister than sweet

Simon May argues that the concept of Cute originated in the 20th century, as a way of magically making vanish everything threatening about Japan

issue 30 March 2019

Ordinarily, I love books that answer questions I’ve never asked, but Simon May’s baffling book has blown my mind. The self-deprecator in me wants to tell you I’m too stupid to understand a word of it. The rest of me suspects that this is a sneaking yet sparkling satire on what a university education will get you (£50,000 of debt and the authority to pronounce a penguin cuter than a mermaid).

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