Cross-over collaborations surge in popularity among 'kidult' consumers, featuring well-loved characters such as Hello Kitty and Shin Chan.
Hitting the Sweet Spot: Why Adults in Seoul Can't Get Enough of Sanrio Products
The streets of Seoul are buzzing with excitement as adults, particularly those in their 20s and 30s, flock to stores selling items once reserved for kids – think Hello Kitty, My Melody, Kuromi, Aggretsuko, and Gudetama merchandise. This trend, known as "kidult," is sweeping the city, and it's showing no signs of slowing down.
What's the big deal? Well, these adults can't seem to get enough of these beloved characters! They're the main driving force behind the sales of Sanrio products in Seoul, often queuing up for exclusive pop-up events and limited-edition merchandise. A whopping 44.7% of young adults in their 20s and 46.5% in their 30s actively engage with character products, even surpassing teenagers[1].
Why are Sanrio products so popular in Seoul?
- Nostalgia and Cultural Trends: Playing a significant role in the surge of kidult consumption, nostalgia and cultural trends are intertwined, creating a unique flavor that appeals to these adults. They find comfort in the familiar faces of these characters, harking back to simpler times[2].
- Marketing Strategies: Brands are capitalizing on this trend by collaborating with Sanrio for limited-edition merchandise and unique pop-up experiences. For example, a recent partnership with the K League saw the launch of a pop-up store offering themed items like clothing and sports accessories[5].
- Broad Appeal: Companies like 8 Seconds, a division of Samsung C&T, are tapping into this trend by introducing Pokémon-themed products, broadening the appeal of character-based merchandise in Seoul's markets[4].
So, if you're ever in Seoul and spot a line of people outside a store, don't be surprised – it might just be adults eagerly waiting to stock up on their favorite Sanrio products! Whether it's pajamas, skincare devices, or even protein drinks, there's no shortage of ways to embrace your inner kidult. Embrace the trend and join the fun! 🎉
- The fascination with Sanrio products in Seoul's lifestyle goes beyond the traditional boundaries, with the fashion-and-beauty industry jumping on the bandwagon by creating limited-edition makeup collections or clothing lines featuring beloved characters.
- From high-end apartments to home-and-garden decor, you might discover Sanrio motifs intricately woven into various aspects of the city's aesthetic charm.
- In today's ever-evolving business environment, smart brands are not just eyeing the potential money-making opportunities of the kidult trend, but also understanding that the love for classic characters like the ones from Sanrio embodies an essence of creative arts that resonates with consumers.
- For creativity-seeking businesses looking to tap into Seoul's vibrant market, collaborating with character brands like Sanrio may very well prove to be the winning formula in continuing to captivate the growing demographic of consumers who are embracing their kidult selves.
- As Sanrio products continue to dominate various sectors, it remains evident that the kidult trend is shaping the culture of Seoul, redefining what it means to be a grown-up in the city and providing an inspiring example of intergenerational bonding through shared appetites for popular culture.
