In Defence Of Kidulting And Healing Your Inner Child

What was my biggest dream as a small child? To grow up sooner! I wanted to grow up so I could drive myself to the mall, go to amusement parks, and buy lots of princess dresses for myself. Alas, some days I sit all alone and wonder how wonderful those old days were. Growing up truly feels hard. As kids, we longed for a dollhouse, a trip to Disneyland, toy figurines, and an unlimited supply of chocolates and ice cream. That little spark of anticipation—the hope of fulfilling these dreams once we grew up—no longer exists. We are now swamped by the realities of bills, rent payments, EMIs, and insurance.

‘Kidulting’ is a trend where adults embrace their inner child by engaging in activities and buying things that evoke nostalgia. As childish as this trend might sound, it is undeniably one way to relive unfulfilled childhood dreams.

As a child, I was fascinated by storybooks and would often ask people to buy them for me. Famous Five, Henry & Mudge, Amar Chitra Katha, Noddy, and Geronimo Stilton were my all-time favourites. My parents would tell me to grow up and buy those things with my own money. Now that I am all grown up, people expect me to obsess over Harry Potter or read Agatha Christie's murder mysteries. While those books certainly fascinate me, I often think back to my childhood dream of owning a library filled with comics. Just imagining a bookshelf lined with Geronimo Stilton’s adventures still gives me goosebumps.

How Labubu contributes to kidulting

If names like Labubu, Jellycat, or Butterbear sound familiar, you’re likely part of or close to the growing "kidult" trend. From Shanghai to Singapore, adults are indulging in toys and plush collectables. Labubu (popularised by Blackpink’s Lisa) is more than cute novelty—they’re part of a booming market. In fact, adults now make up a significant portion of toy sales, with the global soft toy market hitting $12 billion in 2023 and projected to grow steadily. This craze reflects a deeper cultural shift where cuteness, sensory comfort, and nostalgia offer millennials a coping mechanism amidst ongoing political and economic stress.

"In practice, kidulting is a natural, simple return to known, feel-good childhood activities," says clinical psychologist Carla Marie Manly, PhD, and author of 'Joy From Fear'. "The familiarity of the activity is often the perfect backdrop for unwinding."

The practice surged in popularity during the early months of pandemic. And since then, 'kidulting' has generated interest in a majority of adults.

Reliving Our Lost Childhood

Life truly feels like a roller coaster—doesn't it? Back then, when we were kids, we would fantasise about growing up and doing everything we wanted. Now that we are actually adults, we feel like going back to our childhood. The time when guests would bring chocolates for us, the time when we almost never had to worry about surviving, the times we could actually cry out to our parents. 

Childhood wasn't just a phase in life. It was the period that developed us as individuals. From learning how to walk, to grabbing a cycle and freely roaming around the neighbourhood, to now when we can travel the world in cars or bikes. This phase gave us the wings that we use to fly now as adults. 

Kidulting as a trend encourages you to relive those carefree childhood days. This trend aims to bring relief from the daily hustle and enjoy some time doing things we loved as kids. Whether it is buying the toys we couldn't as kids or spending some time enjoying a Doraemon movie, this trend aims to bring back the fun-spirited version of you.

Views expressed are the author's own. 

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