Emart evolves into hotspot for kidults with toys, games

(Emart)

Emart Inc., South Korea’s largest discount store, is gaining traction as a prime destination for kidults, or adults who indulge in childhood hobbies.

Emart’s transformation aligns with its strategic focus on targeting this demographic by offering specialized goods, toys, and game zones.

According to Emart on Sunday, sales of kidult-related products saw substantial increases between January 1 and October 10 from last year.

Sales of Gundam models were up by 41 percent, plastic models rose by 34 percent, and toy vending machine sales grew by 27 percent.

The Wolgye branch, Emart’s second-highest-grossing location this year, has reaped the benefits of its Toy Kingdom section, which introduced interactive gaming machines in February last year to appeal to kidult customers.

“We’re seeing more customers in their 30s and 40s carefully selecting products and making specific requests,” said a store employee at the Wolgye branch. “Adult customers are also participating in an open run event at the start of each month to grab new LEGO releases.”

Emart has also expanded its offerings beyond toys to include anime-themed merchandise.

From July to September, nine stores—starting with the Yongsan branch—introduced collections featuring popular franchises such as Genshin Impact, Haikyuu!!, and Spy x Family.