Modern Day Nostalgia of Cute Culture
Low rise jeans, butterfly clips, sticker books, and sparkly accessories have entered the chat through TikTok videos, Instagram trends, and Pinterest inspo boards. The Y2K aesthetic and era has been making a comeback within the last few years, inspiring young people, while also reaching Genzers and Millennials, bringing a sense of nostalgia for childhood dreams and toys. Once considered staples of 90s/2000s childhood, pencil cases featuring Lisa Frank, and Hello Kitty puffy sticker collections, cute culture was thought to be gone within the adult world. However – this connects to a greater picture of current global trends and showcases a continuum of cute culture across decades, transforming into the rise and rebirth of childhood cultural touchstones and symbols in a world begging for both comfort and camp – Sonny Angels and Monchhichis.
Both of these are now marketed towards the same consumers – what were once young children, are now adults (GenZ and Millenials) searching for that nostalgic campiness they had in their childhoods. The resurgence of “cute culture” extends themes of innocence, play, and eccentric charm, which could be traced to Hello Kitty and Lisa Frank, such magnetic and provocative forces within this cultural phenomenon. All of these icons push similar beliefs within the past and current cultural thread–cuteness being perceived as a personal escape, as well as, a profitable global commodity, signifying how nostalgia, identity, and consumerism collide in today’s society. What were once considered children’s toys, have become routes of aesthetic expression, community-building, and an endless marketable language of cuteness.
A resurgent wave of collectibles have begun their new life in contemporary markets. Sonny Angels are petite, cherubic figurines dressed in playful costumes, which were launched in 2004, and are branded through their blind boxes, consumers unaware which Angel they are ought to get, producing a sense of gamification within their marketing and sales. With this in mind, many consider the opening of a Sonny Angel box to be a ritual. The thrill of tearing the box open and discovering which of the figurines one has picked up mirrors similar excitement to a child unwrapping toys. Another resurging collectible are Monchhichis, retro and vintage Japanese monkey dolls, first launched in the 70s, carrying that retro charm micro and niche influencers are looking for. The act of collecting figurines allows GenZ and Millennials to revisit joyful nostalgic memories of childhood, while engaging in hobbies that feel intimate and personal. A powerful draw from these collectibles is the nostalgia they evoke, recalling a simpler time within childhood, creating direct emotional connections.
Collecting is a process which allows others to connect and foster communities with one another. There have been online forums, Youtube and TikTok unboxing videos, and Instagram showcases turning these tiny toys into shared experiences. Influencers who are on top of their content – posting full sets, rare finds, quirky displays, swapping and trading videos, are making connections with those who also are focused on miniature and unconventional cuteness. These have become endless performative experiences, sharing the feeling of joy and surprise with a global audience. Creating a controlled wonder, physical toys provide sensory engagement, an element that is missing within fleeting and passive digital entertainment. The central of their apparel is the reinforcement of emotional satisfaction through counterbalance of the pressures of adult life. This personal and social phenomenon is rooted in mystery and memories. Sonny Angels and Monchhichis are not to be considered just toys – they allow adults to relive childhood wonder while participating in a broader cultural conversation within the public sphere.
However, cute culture does not thrive on simple “cuteness,” but also with the fascination of camp adding another layer of appeal. The concept of camp thrives in its exaggeration, irony, and playful absurdity, which Sonny Angels and Monchhichis encompass perfectly. Sonny Angels are released by theme and are accommodated by costumes, ranging from fruits to animals to holiday outfits, showcasing the necessary playful absurdity. Monchhchi's retro designs are similarly dashing into kitschy and nostalgic culture. The exaggerated features and aesthetic that is endearing and amusingly odd appeals to collectors who long for the irony, alongside nostalgic affection. Camp encourages self-expression and play within individuals’ identities. Displaying these collections of Sonny Angels, or collecting and arranging various Monchhichis shows quirky vignettes of collectors portraying their fashion, taste, humor, and creativity. Social media is amplifying these characteristics and collectibles, from TikTok hauls, to Instagram reels, and even Pinterest boards, it assists in highlighting individuals' interactions through creating humorous skits, and unexpected pairings that produce a higher camp appeal. Camp has the ability to transform these collectibles from passive objects into storytelling and social performance tools.
Through this is an offering of escapism created by the feelings of nostalgia within a digital culture that accelerates revivals. These collectibles evoke comfort and familiarity, provide signals of taste or affiliation with particular subcultures, and encourage platforms for creativity, self expression and social engagement. Sonny Angels and Monchhichis highlight commercialization of the cute and campy – making them powerful cultural forces, breathing in aesthetics, storytelling into culture, and shaping identity, trends, and even social capital within contemporary society.
Citations:
Lyons, Jenevieve. “My Collection Is Growing✨️🌸 in 2025: Cute Dolls, Cute Little Things, Cute Toys.” Pinterest, 17 Jan. 2025, www.pinterest.com/pin/1900024838714865/.
“Pin by Geneva Vang on Birthdays - Mariah in 2025: Cute Little Things, Cute Stuffed Animals, Mini Things.” Pinterest, 13 Aug. 2025, www.pinterest.com/pin/65161525855119465/.
Ani. “IG@TARVH 𐙚 ⋆ ˚｡⋆౨ৎ˚: Sonny Angel, Baby Angel, Angel.” Pinterest, 22 Dec. 2023, www.pinterest.com/pin/5911043259672708/.
Lovelylili!! “Pin Oleh Lovelylili!! Di Cute Stuff Di 2025: Ilustrasi Karakter, Ilustrasi.” Pinterest, 4 Mar. 2025, www.pinterest.com/pin/63050463532570417/.
