In this blog post, we will examine why otaku and kidult culture have become popular even among adults in modern society, and explore their background and social significance.
These days, many celebrities who fall into the so-called “otaku” category appear on various TV variety shows and are gaining popularity among the public. These otaku approach the public in a friendly manner, introducing the manga characters, toys, and other items they are passionate about. In the past, the term “otaku” often evoked an image of being somewhat closed-off and antisocial, but this perception has changed significantly, and the term now carries a positive connotation among the public. As otaku celebrities gain popularity, toys such as action figures and media like anime are increasingly becoming topics of conversation and gaining popularity among many adults in our society. This has evolved 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 phenomenon gained such widespread 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 word “kid,” meaning child, and “adult.” It refers to “adults who possess the sensibilities and tastes of children.” Simply put, “kidults” are people who, driven by nostalgia, revisit and enjoy the childhood culture—such as toys, cartoons, and snacks—that most people enjoyed during their youth. The childhood culture that 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 evolved over time. In fact, this culture has existed for a very long time. Elements that evoke childhood nostalgia have always been present, reflecting the human psychological instinct to “return to the past.” However, there are several key reasons why this culture has become more widespread and popular in recent years.
The first reason, as mentioned earlier, stems from nostalgia for childhood. While people generally want to hold onto memories of the past, it is not easy to recall various past experiences with limited memory. The tools that help jog these limited memories are the various media we encountered during those times. Cultural elements commonly encountered during a specific period—such as music, toys, comics, and novels—vividly bring back memories of that time. For this reason, many people become immersed in Kidult culture in an effort to revive their childhood memories.
The second reason is the desire to own things. As adults, people are now able to fully enjoy the toys and comics they couldn’t fully experience as children due to various constraints—such as financial reasons or parental restrictions—using their own resources. Consequently, the desire to own these items, which had been suppressed for so long, begins to manifest. In particular, this desire often takes the form of purchasing high-priced figures or immersing oneself in anime, becoming a significant source of satisfaction in adult life that goes beyond a simple hobby.
The third reason is the desire to relieve social stress. Modern society is becoming increasingly complex alongside technological advancements, and many people are becoming psychologically exhausted due to excessive competition and pressure. Most people experience stress from practical problems in their social lives. Consequently, there is a growing tendency to want to forget complicated thoughts and return to the pure, peaceful days of the past. Against this psychological backdrop, the kidult culture has come to play a role that goes beyond mere entertainment. Through kidult culture, people revive the pure memories of their childhood and seek to escape, even briefly, from the complex and difficult realities of life.
As such, kidult culture can be classified as a common cultural phenomenon that anyone might embrace. However, until just a few years ago, kidult culture did not leave a positive impression on people. On the contrary, there was a prejudice that it was a hobby enjoyed only by outsiders or social misfits, and it was treated as a subculture. However, the influence of mass media has played a significant role in kidult culture’s recent establishment as a form of mainstream culture. As various TV programs began covering otaku and kidult culture, these subcultures started to be perceived not as “strange” but as “fun and interesting.” This shift has contributed to the further popularization of kidult culture.
Ultimately, “kidult” culture can be described as a new modern cultural phenomenon formed by the combination of various elements, including nostalgia for the past, a desire for ownership, and relief from social stress. If you want to relieve the stress accumulated from a busy and bleak daily life, enjoying “kidult” culture and reminiscing about the innocence of childhood is certainly not a bad idea. It has established itself as more than just a hobby; it is one of the ways to find peace of mind amidst the complexity and stress of modern society.
