A common Berserk Button for characters with overall adorable appearances is being called "cute". If Someone calls them adorable their most common reply is (or is a variation of): "Don't Call Me Cute!" and perhaps something more aggressive.
The reasons vary for why the character dislikes being called cute, but most of the time it is because in the mind of people in general (or even in the mind of the character, if they're insecure), being called cute/adorable means they are weak, not fitted for the job, or being judged based on (and only on) their appearance. The character wants to prove themselves worthy.
Tomboys are another common user of this trope because being cute is generally thought of as a Girly Girl trait, and so this trope can serve to contrast them. If a tomboy doesn't mind being called cute, then that is likely her girly streak. Androgynous and/or young boys may likewise find the gendered connotations emasculating.
- Ayakashi Triangle: Even after being turned female, Matsuri remains secure in his masculinity, but he still hates being called "cute" or "pretty". Matsuri is especially mortified when it's said by guys hitting on him, but still annoyed even by Suzu nervously joking about his looks before their first day of high school.
Suzu: Hm, you turned out cuter than expected. I'm stunned.
Matsuri: I'm a guy!
- In Glitter Force, the fairy Pop considers himself to be a cool and noble warrior. He regards being called cute as "most rude" and calls out anyone who dares to do so.
- Love Hina: When wearing a dress given to her by Haruka in episode 12, Keitaro compliments Motoko by calling her cute. Motoko promptly loses her cool and tries to attack him with her sword.
Motoko: Why you—! HOW DARE YOU CALL ME CUTE?!
- Pokémon: Goh did not appreciate Hodge calling him cute in Episode 7 of Pokemon Journeys.
- The Hatbox Ghost in The Mansionverse is very proud of his alleged scariness and has a breakdown when someone calls him cute. In an unusual twist, he's not angry; instead, he's terrified that he's actually lost his touch.
- Telling Damian he's cute when they first meet is what changes his opinion of Selina from distrust to outright hatred in Batman: Angel of Death.
"The way you talked about him I was expecting horns or blank black eyes, but look at him! He's so cute!"
Dick had seen Damian angry many, many times. They met when he was in the middle of a homicidal frenzy, but this was not that time. This made him take a sharp step back. The boy's little body quaked with boiling rage, and he was grinding his teeth so hard Dick swore he saw sparks. This was not a starving carnivore preparing to tear out its prey's throat, it was the before shot of Vesuvius take two.
"I'm...not...cute!" snarled Damian.
- An indirect variant occurs in Kung Fu Panda 2 when two of Lord Shen's wolf guards see a tiny barrel (secretly containing Mantis) roll towards them, and they call it "cute". Mantis then bursts from it, screaming "Cute?!", and proceeds to knock them unconscious.
- Monsters University: In a university where all monsters aspire to be fearsome scarers, being cute is not a good thing. It was used as an insult to humiliate the fraternity Oozma Kappa, calling them "the most adorable monsters on campus". Played for Drama later in the movie, when Mike tries to scare a group of kids but fails because of his small Ugly Cute appearance ("I wanna touch it. He's so cute!"), leading to Mike's Heroic BSoD because he realizes he will never become a scarer.
- It is revealed in The Powerpuff Girls Movie that Buttercup (of course, being a tomboy) doesn't like being called "cute" contrasting Bubbles.
- Zootopia: Judy tells Clawhauser that she doesn't like being called "cute", saying that only other bunnies can call each other cute.
- Played for laughs and subverted in Spider-Man: Far From Home:
Peter You look real pretty.
M.J.: And therefore I have value?
Peter: Uh, no, that's not...
M.J.: I'm messin' with you...you look pretty too.
- Averted in Pokémon Detective Pikachu: Tim asks people if they can understand Pikachu, who gives the usual "Pika Pika!" One woman compliments that he's adorable, to which Pikachu enthusiastically returns the compliment.
- Degrassi: Manny was The Cutie in the first two seasons, but in season 3 she decides to change her image because she doesn't want to be perceived as "cute" anymore. In her own words, she wants to be hot, not cute or adorable, but hot.
- Just Shoot Me!: Elliot tells Maya his plans for a photoshoot that will outdo his rival Annie Leibowitz, and is insulted when Maya calls it cute.
Elliot: Cute. That's good. Like a bunny.
Maya: No, I mean...
Elliot: Like a BUNNY!
- NewsRadio: Lisa is insulted that a magazine has named her "New York's cutest reporter". Beth is insulted too... because she believes Lisa shouldn't be considered cute, just pretty: "Pretty is pretty. Cute is pretty and short or hyperactive, like me."
- Jax in Power Rangers: Beast Morphers doesn't like being called cute because of his tough-guy personality. The fact that he looks like a cross between R2-D2 and Pikachu certainly doesn't suggest he's as strong or capable as he actually is.
- Dr. Marmalade from The Bad Guys. He's a billionaire mad scientist who also happens to be an adorable guinea pig. Him being tired of called "cute" is what drove him to become an evil scientist in the first place. It turns out, by alien standards, this holds true of his actual form, a tentacled mess of stalks with butts for hands, which looks terrifying to the others.
- Journey to Chaos: Nolien quickly learns that if he wants to compliment Tiza, he must focus on her combat abilities, because calling her "lovely" or "pretty" etc. makes her angry instead. During a mission in Najica, this trope caused an incident that neither of them wants to talk about.
- MsChif used to backhandedly praise Daizee Haze's "cuteness" in Gateway Championship Wrestling. MsChif didn't react too well when a completely sincere Chad Paint described her a "Gothic hottie".
- Sara Del Rey politely rebuked Larry Sweeney in Ring of Honor when he tried to get her a better job based on her looks. She was a little less polite in LLF and SHIMMER where she wore a mask and painted her face, respectively, and was still getting compliments based on her looks.
- Spooky from Spooky's Jump Scare Mansion. She's a Cute Ghost Girl who hates being thought of as cute and wants nothing more than everyone to fear her. It's revealed this extends back to even when she was alive, as she was a normal girl who wanted to scare people but couldn't because everyone thought she was too cute. Then one day she succeeds in scaring a person with PTSD, who ends up killing her.
- Marvel vs. Capcom 3: Rocket Raccoon, a rather fierce and crass guy, has this to say in one of his intros:
"Let's see how 'cute' I am after I strangle you with your own intestines."
- The Sith Inquisitor from Star Wars: The Old Republic feels rather insulted when Sylas Wilkes mockingly call them cute.
Sith Inquisitor: I am not cute, I'm deadly.
- Nazuna of Ensemble Stars! is much Younger Than He Looks and does not appreciate being treated like a cute little kid, as he's actually one of the oldest members of the cast and a very capable Big Brother Mentor. Unfortunately for him, he ended up leader of a unit whose image is based around being cute, but he diligently plays his part regardless and appreciates it when other students understand the difference between on and offstage personas.
- In Blinky Bill, Danny Dingo tends to calls Blinky's gang "kids" or "kindies", which Marcia absolutely despises.
- In Bounty Hamster, the titular character is a hamster bounty hunter and his biggest Berserk Button is being called cute, which will lead to his Catchphrase: "Don't... call... me... CUTE!"
- In Dave the Barbarian, Dark Lord Chuckles the Silly Piggy absolutely loathes being treated as anything other than "the Master of Evil". Unfortunately for him, his small, plump appearance can lead to Cuteness Proximity.
- Gravity Falls: In "Headhunters", Dipper takes offense at Blubs and Durland calling him "adorable".
Dipper: That's it! Mabel, you and me are gonna found the jerk who did this and take back that head! Then we'll see who's adorable. [makes a little sneeze]Mabel: Aww, you sneeze like a kitten.
- We Bare Bears: In "Panda Sneeze", Panda doesn't want to be called "cute" because he feels it won't allow him to be taken seriously, and he is humiliated when his adorable sneezing becomes a sensation.
- Steven Universe: In "Catch and Release", Steven calls Peridot "cute" upon seeing how short she is without her "limb enhancers". Peridot responds by slapping him (after realizing doing so hurts him).
Peridot: [slapping Steven] You smashed me into a limbless cloud, you trapped me in your bubble-dungeon, and you called me CUTE!
- In The New Scooby-Doo Mysteries episode "No Thanks, Masked Manx", Scrappy-Doo objects to Daphne's mother calling him cute. Heck, Scrappy hates being called cute in general.
- Animaniacs: Completely inverted with Dot who is openly proud of her cuteness and has her own "I Am" Song called "I'm Cute".
- In the Sonic Boom episode "Tails' Crush", Tails said "I'm not adorable! I'm serious and formidable!" when Amy called him adorable after she and her friends found out he was in love with Zooey.
- Lana Loud from The Loud House in contrast to her twin sister Lola.