'Adult Kids' More Excited for Children's Day... Toy Market Packed with People Seeking Nostalgic Characters

This Children's Day, the traditional toy market is witnessing a surprising resurgence, fueled by a demographic shift: the rise of the 'kidult' consumer. While children remain a key demographic, adults in their 20s and 30s are flocking to toy stores and markets, seeking out beloved characters from their formative years. This trend is particularly evident in bustling hubs like Seoul's Changsin-dong toy market, where the air is thick with nostalgia and the clinking of coins as adults indulge their childhood passions.

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My parents only bought me toys on Children's Day. As a child, I wanted many things but felt they were insufficient. Now, I can buy all the toys I want with my own money.

For many adults, like 27-year-old Kim Ga-ram, the appeal goes beyond mere possession. Kim, a self-proclaimed Pokémon enthusiast, spends around 300,000 won monthly on Pokémon merchandise, including cards and plush toys. He explains that the enduring narrative of Pokémon and its accessibility since childhood have fostered a deep, almost lifelong connection. Similarly, 24-year-old Kim Han-byul collects Rilakkuma figures, a Japanese character popular since 2003, stating that increased purchasing power as an adult has allowed him to fully embrace his fandom. This sentiment is echoed by others who are drawn to characters like Hello Kitty and SpongeBob, seeking an 'analog sensibility' in a rapidly changing world.

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The diverse narratives of Pokémon and its trainers were moving. Because it's been easily accessible in Korea for a long time, its friendly image makes it easy to continue enjoying.

The phenomenon is particularly pronounced with franchises like Pokémon, which is celebrating its 30th anniversary. The continuous release of new characters, games, and animations has kept the franchise relevant and deeply ingrained in the lives of many adults who grew up with it. The overwhelming response to Pokémon's 30th-anniversary events, with thousands flocking to pop-up stores, underscores its cultural significance. This enduring popularity, coupled with the financial capacity of adult consumers, has provided a much-needed lifeline to toy merchants who were previously worried about the impact of South Korea's low birth rate on their businesses.

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Adult consumers have a high spending capacity. Thanks to the 20s, we are surviving.

From our perspective at Hankyoreh, the 'kidult' trend is a fascinating reflection of contemporary society. It speaks to a desire for comfort and continuity in an increasingly complex and stressful world. The willingness of adults to invest significant resources in character-based products highlights the power of nostalgia and emotional connection. While Western media might view this as a niche market or a sign of arrested development, we see it as a testament to the enduring cultural impact of these characters and a savvy adaptation by the toy industry to evolving consumer behavior. It’s a story about more than just toys; it’s about how we find meaning and connection through the media that shaped us, regardless of age.

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In a rapidly changing and stressful society, it's a desire to return to childhood even for a moment, and the negative perception of adult toy consumption has weakened.