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Cuteness has taken the planet by storm. Global sensations Hello Kitty and Pokémon, the works of artists Takashi Murakami and Jeff Koons, Heidi the cross-eyed opossum and E.T. - all reflect its gathering power. But what does “cute” mean, as a sensibility and style? Why is it so pervasive? Is it all infantile fluff, or is there something more uncanny and even menacing going on - in a lighthearted way? In The Power of Cute, Simon May provides nuanced and surprising answers.

'A lyrical, fascinating, important book. More than just a family story, it is an essay on belonging, denying, pretending, self-deception and, at least for the main characters, survival.' Literary Review 'Simon May's remarkable How to Be a Refugee is a memoir of family secrets with a ruminative...