A micro-subculture of Goth, blends the cute with the creepy. Popularized by Estonian singer Kerli Kõiv, who blended light elements with dark, and coined the phrased after being labeled "Bubblegum Goth" by critics. Talk about reclaiming labels! This culture does have it's own values that encourages radical individuality and soft but edgy self expression.

While it shares musical similarities with the broader goth subculture, Bubble Goth also incorporates elements of electronic and pop music with a dark or morbid theme.