Puppycore is a kawaii aesthetic centered around the hyper-feminine, pastel, and deliberately exaggerated depiction of puppies and dog-related motifs. The aesthetic draws heavily from the visual language of early 2000s Japanese merchandise and stationery, making it a distinct facet of the Heisei Retro nostalgia movement.

The visual style is characterized by overlays and soft focus that enhance the cuteness and innocence of the animals, presenting them as objects of gentle affection and comfort. The original proposed name for the aesthetic, Wancore , was a pun based on Wanco, the Japanese word for "doggy." The aesthetic sometimes depicts animals other than dogs. Contemporary recreations of this visual style often resemble similar trends, specifically the editing techniques of Cutecore .

The Puppycore aesthetic originated with specific Japanese merchandise brands from the 2000s that popularized these hyper-cute, photo-manipulated pet images.

The most significant visual influences came from Japanese companies like San-X (creators of Wan Wan Wanco) and Artlist (creators of The Dog), whose posters and stationery featured puppies with exaggerated features and wide-angle lenses. The popularity of the aesthetic was cemented by early 2000s media that focused on pet ownership and cuteness, such as the Nintendo game Nintendogs .

The aesthetic uses a color palette consisting of soft pastels, primarily pink, baby blue, lavender, and cream, often layered over a white or pale background. Imagery is treated with blurry or hazy filters and soft focus to emphasize gentleness and innocence. Glitter, digital sparkles, and fluffy textures are frequently overlaid onto images to enhance the feeling of fantasy and cuteness.

Visuals consistently feature puppies (particularly small breeds like Corgis, Pugs, Golden Retrievers, Shih-Tzus, etc.) which are often edited to be exaggerated: