The complexity and diversity of popular culture in the rapidly changing modern society create new classes of consumers. Among them, “Kidult” that is recently rising as a design trend created a new culture that takes us back to cutism and the emoti...
The complexity and diversity of popular culture in the rapidly changing modern society create new classes of consumers. Among them, “Kidult” that is recently rising as a design trend created a new culture that takes us back to cutism and the emotional world of kids. “Kidult” is a compound word of “kid” and “Adult” and it signifies people who have similar taste as kids even though they are adults.
They want to maintain their childlike young spirit even in their adulthood, purchase toys, dolls, and character products that were considered products for children, and also enjoy activities including movies that are based on stories such as fairy tales. There have been interpretations of Kidult that they are suffering from Peter Pan Syndrome or are trying to escape from reality, but perhaps it is a homing instinct such as the instinct of wanting to return to the analogue era in which human warmth can be felt instead of the cold digital culture.
Despite the influence of Kidult in design trends and popular culture, studies on the topic have not yet been actively conducted, and this study began from the perspective that regardless of motivation, Kidult phenomenon exists and Kidult culture has positive psychological effects.
In order to find Kidult that appear in design, the most recent emergence of Kidult was examined through various periodicals dating back to year 2000, media materials, and previously conducted studies, an analysis of the Kidult market was conducted by segmenting further the scope of studies that are being conducted from the narrow significance of fashion and character and by broadening the scale of the design market, the role of Kidult was observed as a part of popular culture, and took in to account aspects of design, senses, marketing, fun, experience by placing value on the psychological satisfaction given by Kidult products.
The background of the Kidult culture and their characteristics that appear differently among Kidult based on their background are classified, and the general Kidult concept and differentiated Kidult phenomenon are defined.
The overall Kidult phenomenon that appear in different areas of design are observed using examples, and analyzed based on classification of their characteristics. By using visual materials within the study scope focusing on most recent materials and products, integration of art and design was identified.
TV commercials that use Kidult were observed as examples and consumer types were analyzed focusing on emotional marketing and fun marketing that target the Kidult.
The positive elements of Kidult from the aspect of popular culture and organizations or gatherings formed by actual Kidult are observed and possible future application of the Kidult market is examined.
Thus, the purpose of this study is to understand the design element of a trend referred to as Kidult and the Kidult consumer class, and based on this understanding, enhance understanding of the positive effect of the Kidult trend, and to understand and develop the Kidult phenomenon that will continue in the areas of culture and consumption.