Created by Yuk Shimizu in 1974 for Japanese entertainment company Sanrio, Hello Kitty has remained a global kawaii cultural icon for decades, having been featured on over 50,000 products sold across 130 countries. But what exactly is it that makes Hello Kitty so popular with so many people?

Demure is the new TikTok catchphrase that has been sweeping across our social media feeds, with over 300,000 posts on TikTok and celebrities including Jenna Ortega, RuPaul and Lily Collins participating in the trend. But why is the phrase suddenly so popular, and what exactly does it mean?