The ‘Too Cute’ Market Offers an Antidote to Minimalism and Practicality

Take a walk around Vancouver and you’ll easily spot five to ten people decked out in athleisure. Not that there’s anything wrong with that—but it does make me feel a little out of place when I step outside in a colourful dress and a bag weighed down by a gazillion charms. Thankfully, I’m not the only one feeling this way.

Queuing outside Heritage Hall for the Vancouver Etsy Collective’s first-ever Too Cute pop-up market was the first time I’d seen so many vibrant, whimsical individuals gathered in one place. In fact, everyone was so committed to the cute aesthetic that I actually felt underdressed.

Too Cute isn’t the first event to embrace cuteness—Vancouver has shops like Oomomo and ArtBox that offer a wide range of adorable stationery, and even hosts Kawaii Con, a convention dedicated to all things cute. But what sets Too Cute apart is how it defines “cute”. While quintessential anime-related goods were definitely in heavy supply, co-organizers Anita Chow and Valerie Braacx wanted to highlight aesthetics outside of Japan’s kawaii culture. 

“We noticed that there’s not a [market] that captures ‘Canadian cute’ or ‘North American’ cute,” says Chow. “[There’s no market] where it’s not just Japanese kawaii culture or things like Sanrio.”

And Too Cute definitely wasn’t just kawaii. A quick lap through the market revealed vendors showcasing everything from neon city-pop art prints to crocheted animal keychains—each with their own take on what cute can be. It’s a playful reimagining of the genre, encouraging artists to stretch their creative limits.

Leo Recilla, owner of Cubbkid, primarily sells woodcrafts inspired by beloved Studio Ghibli characters. His small but charming lineup includes Totoro-shaped planters and Calcifer from Howl’s Moving Castle, laser-cut onto wooden coasters. While Recilla typically works in realism, he’s always appreciated the style.

“[Cuteness] isn’t really my niche,” he laughs. “But when I think of cute, I kind of tie it in with cozy. So the products I design and make try to combine cute with cozy.”

For others, cuteness is more than just an aesthetic— it’s a lifestyle. Ashley, owner of Wonki Studios (who chose not to share her last name for privacy), creates stickers, phone grips and artisan keycaps designed to inspire joy and creativity.

“I hated studying growing up,” she says. “But having cute stationery really helped me want to write and decorate my notes. So this is a full-circle moment—now I get to produce my own characters and make things I think people would use.”

Ashley’s original character, Taro the Bear, appears in many of her products. Inspired by classic Sanrio designs, the adorable bear shows up in sticker sheets depicting his adventures in Hong Kong—and even pops up on a reusable bubble tea cup where he laments being lactose intolerant (relatable AND adorable!)

While I wouldn’t say Vancouver has fully captured the essence of cuteness just yet, events like the Too Cute pop-up market offer a delightful way to infuse our everyday lives with a little extra charm. And if you missed it—don’t worry. The market was such a hit that the Vancouver Etsy Collective’s upcoming spring pop-up will include a Too Cute section once again.

Vancouver Etsy Co. Spring Pop-Up

Where: The Pipe Shop

When: May 17 to 18 (from 11 a.m. to 5 p.m.)

Cost: $5

More Info: vancouveretsyco.com