The main easy reason that comes to everyone’s minds is
“Loki is hot.”
But there is more to it than that
There are at least three unbeknownst-to-the-masses psychological reasons I can see why Loki is so popular and loved.
Reason 1. Is actually born from a something Tom Hiddleston said, “Loki is the artist, and Thor is the jock.” Well if we were to take “artist” to mean anyone who feels like an outcast (nerds, goths, geeks, etc.). There are a lot of people that feel that way but there are also a lot of people that look like Thor/the jock, but feel like Loki/ the artist.
Reason 2. Loki’s psychological struggle is experienced in everyone’s life at some point, and some may still be struggling with it. I mean, how many times have we seen someone have something traumatic happen to them, then they view their self as a victim. Then every decision and behavior after leads to them creating their own prison: either literally, figuratively (believing themselves to be the victim in general and, subconsciously, choosing behaviors that keep them believing/feeling they are), or both (in Loki’s case).
Reason 3. Is for the fan girls
Why do girls love the bad guy?
Well, every girl has grown up being told that if the guy is mean to you he “likes you” hence the reason girls go for bad boys… Like Loki
Girls have also grown up with the prince charming fairytales…Loki is a prince
And then there is this innate need girls have to help the man with their issues “I can fix him” belief we are instilled with which makes Loki look exquisite.
I mean, if a girl could have a wet dream it would be a prince she could fix.