#Japan #Tokyo #kidult culture #marketing seminar #adult consumers

Delving into Kidult Consumerism: A Marketing Seminar

On November 19, 2025, the Marketing Research Association will host a pivotal seminar focused on the explosive growth of kidult consumerism. This term refers to adults who embody a childlike spirit in their purchasing behaviors, affecting a broad range of markets including entertainment and food. The seminar aims to explore the nuances of kidult consumption, detailing its expansion alongside generational traits and offering insights into recent trends across various categories like food, toys, anime, and gaming.

Understanding Kidult Consumption

The phenomenon of kidult consumption reflects a significant cultural shift where adults are increasingly influenced by their childhood interests. The seminar will begin by defining the term 'kidult' and discussing its historical context and emergence. It will also analyze how the absorption of child culture has evolved over time, along with societal influences that have brought kidult consumption to the forefront. The dialogue will include correlations with otaku culture and how minting personal favorites has surged in both domestic and international landscapes, especially in Western and Asian contexts.

Generational Insights into Kidult Spending

By observing trends, the seminar will identify how various generations engage with kidult consumption. Notably, Generation Z—often dubbed SNS natives—are major influencers of this culture, while adults aged 30 to 50 are becoming key players in this market. We will also discuss how the senior demographic is slowly shifting its consumption habits, merging nostalgia with modern-day digital conveniences.

Strategic Directions for Kidult Businesses

The seminar will go over various market categories shaped by kidult consumption. Key highlights will include:
1. Food and Beverage: Innovations in collectible snacks (like character-themed treats) and immersive dining experiences at themed restaurants and cafés.
2. Toys and Hobbies: The rising popularity of adult collectible items, advancements in technology, and the resurgence of retro toys.
3. Anime and Characters: Strategies involving cross-media adaptations and collaborative projects to keep the engagement high.
4. Gaming: The balance between digital gaming diversifications and a resurgence in analog games.
5. Music and Events: Blending live experiences with online streaming opportunities to cater to diverse consumption patterns.
6. General Thinkings: Strategies to evoke the innate child within adults through products in everyday categories.

Future Outlook for the Kidult Market

In the concluding sections, attendees will glean insights into upcoming opportunities within the kidult sector. This includes understanding what successful kidult marketing entails and tips for effectively tapping into these consumer behaviors. We will review critical focal areas for future business prospects and thematic trends that hold potential for social engagement.

Event Details

• - Date: November 19, 2025
• - Time: 1:00 PM to 4:00 PM
• - Format: Online seminar with archived access
• - Cost: 27,500 yen per participant (tax included)

Don't miss this chance to understand how to create products and services that capture the heart of today’s adult consumers driven by the spirit of play. Keep an eye on emerging trends and business opportunities by joining a community focused on innovative marketing practices.

For more information, visit Marketing Research Association's official page.

About the Marketing Research Association

Founded in 1960, the Marketing Research Association has been pivotal in developing professionals with marketing mindsets and building mechanisms for businesses that remain customer-focused. It offers public seminars, corporate training, and consulting services to refine talents and capabilities in several key areas of marketing.

For inquiries regarding corporate training, feel free to reach out directly.