Sounds almost more kitsch and cloying (7)
I believe the answer is:
mawkish
'cloying' is the definition.
(I've seen this before)
I don't understand the rest of the clue.
Can you help me to learn more?
(Other definitions for mawkish that I've seen before include "Insipid; maudlin" , "Effusively or insincerely emotional" , "Falsely sentimental" , "Cloying" , "Sentimental, schmaltzy" .)