In this blog post, we’ll examine why otaku and kidult culture are trending even among adults in modern society, exploring their background and social significance.
Recently, numerous TV variety shows feature celebrities known as otaku, who are gaining popularity among the public. These otaku introduce their favorite manga characters, toys, and other obsessions to audiences, creating a relatable connection. While the term “otaku” once often evoked images of being closed-off and antisocial, this perception has significantly shifted, now conveying a positive image to the public. As these otaku celebrities gain popularity, toys like figures and media like anime are increasingly becoming topics of conversation and gaining popularity among many adults in our society. This has moved beyond a simple hobby to become a cultural and social phenomenon.
Sociologically, this phenomenon is referred to as the kidult phenomenon. Why has the kidult culture emerging from this kidult phenomenon gained so much popularity in society recently? First, to understand the reasons behind the popularity of kidult culture, we need to define the term “kidult.” Kidult is a portmanteau combining the English words ‘kid’ (meaning child) and “adult.” It refers to “adults who retain childlike sensibilities and tastes.” Simply put, it refers to adults who, overcome with nostalgia, revisit and enjoy the children’s culture they enjoyed in their youth—toys, cartoons, snacks, and the like. The children’s culture these kidults enjoy is precisely what constitutes kidult culture.
Kidult culture is a fascinating phenomenon in modern society, trending across various age groups throughout society. To understand this phenomenon, we need to examine how kidult culture has transformed over time. In fact, this kidult culture can be seen as a phenomenon that has existed for a very long time. Elements that evoke childhood nostalgia have always been present, reflecting one of humanity’s psychological instincts: the desire to return to the past. However, several key reasons explain why this culture has recently become more widespread and popular.
The first cause, as mentioned earlier, stems from nostalgia for childhood. While people generally wish to hold onto past memories, limited memory makes it difficult to recall diverse experiences from the past. The tools that trigger these limited memories are the various media encountered during that time. Music, toys, comics, novels, and other cultural elements commonly encountered during specific periods vividly bring back experiences from that time. For this reason, many people become immersed in kidult culture to revive childhood memories.
The second reason is the desire for ownership. During childhood, various constraints like financial reasons or parental permission often prevented full enjoyment of toys, comics, and other cultural items. As adults, people gain the means to fully indulge in these things, allowing previously suppressed desires for ownership to surface. This desire manifests particularly in purchasing expensive figures or immersing oneself in anime, becoming a significant source of satisfaction in adult life that transcends mere hobby.
The third cause is the desire to relieve social stress. Modern society grows increasingly complex alongside technological advancement, and excessive competition and pressure leave many people psychologically exhausted. Numerous individuals experience stress from practical problems encountered in social life. Consequently, there is a strong tendency to want to forget complex thoughts and return to the pure, peaceful times of the past. Against this psychological backdrop, kidult culture has taken on a role beyond simple amusement. Through kidult culture, people revive the pure memories of childhood, seeking temporary escape from complex and difficult realities.
Thus, kidult culture can be classified as a common culture that anyone might fall into. However, just a few years ago, kidult culture did not leave a positive impression on people. Instead, it was often viewed with prejudice as a hobby enjoyed by outsiders or social misfits, treated as a subculture. However, the recent establishment of kidult culture as a mainstream phenomenon owes much to the influence of mass media. Numerous TV programs have featured otaku and kidult culture, leading to a shift in perception—these are no longer seen as ‘weird’ but rather as ‘fun and interesting’. This change has significantly contributed to the further popularization of kidult culture.
Ultimately, kidult culture can be seen as a new contemporary cultural phenomenon formed by the convergence of various elements: nostalgia for the past, the desire for ownership, and the need to relieve social stress. If you want to relieve the stress accumulated from a busy and bleak daily life, enjoying kidult culture and reminiscing about the pure memories of childhood isn’t a bad idea. It has become more than just a hobby; it is one way to find peace of mind amidst the complexity and stress of modern society.
