Abstract
This article is mainly from the market’s perspective, and comprehensively analyzes how the cute culture in the modern market originates and develops. This article believes that the cute culture in the modern market mainly originated in Japan. This novel market culture combined with the needs of different fields in the market step by step out of Japan, swept East Asia, and went to the world, which had a wide impact on the market. This impact, this article will analyze the advantages and disadvantages of cute culture from the perspective of two critical participants in the market, the market supplier and the market demander. And given the problems existing in the market of cute culture, it puts forward corresponding suggestions based on the actual situation, and draws a conclusion.