The politics of pink: how Iran uses cuteness to rebrand violence

Pink missiles, pink drones and pink firearms. Women with uncovered hair—braids, ponytails, short bobs—stood beside weapons, waved flags and smiled for cameras in scenes broadcast across Iranian media. Tehran appears willing to try almost anything to preserve power.

Critics say the imagery forms part of a new Islamic Republic campaign that pairs missiles with fashion, war with pop culture and force with softness.

Liora Hendelman-Baavur, author of Creating the Modern Iranian Woman, told Iran International the visuals resemble Japan’s “kawaii” culture — imagery built around cuteness — but applied here to rockets and war.

“I think it is trying to make violence look cute,” Hendelman-Baavur said. “It is trying to appeal to the youth, to Gen Z.”

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