Cutebait

A piece of media (anime, video game, TV show, comic, or even music piece) that starts off cutesy and sweet, but turns dark and disturbing overtime. It can be a short time or a long time.

Good examples could include Happy Sugar Life or Doki Doki Literature Club.

“I started watching this show because the main character was so adorable!…it was just cutebait though…it gave me nightmares for weeks after.”