A Study on the Enhancement of Product Value by Choosing the Right Characteristic Pop Culture -- Taking ‘Hello Kitty x Adidas’ Co-branded Chef Shoes as an Example

Abstract

In recent years, the distinctive pop culture has been thriving among the younger generation. This has also led to collaborations across other fields with some of the items in the cultural explosion, thereby revitalising the traditional businesses linked to it. This study examines the explosion of Hello Kitty and Adidas Chef shoes by investigating and analysing the relevant consumer groups. The goal is to reveal the unique value of this type of creative design for product marketing in the eyes of consumers, explore the consumer motivation of the target consumer groups to purchase these co-branded products, evaluate the contribution of cross-discipline collaboration to the brands of both sides, and analyse how such co-branding partnerships enhance product value. Simultaneously, it examines the factors contributing to the long-lasting popular culture perception in relation to the promotion of the brand, the symbolic representation of Hello Kitty, and the underlying meaning of the image. Similar successful cultural and creative situations exhibit significant similarities in terms of the selection of co-branded products, alignment with users’ requirements, and processes of product creation and design. Thus, if the cultural and creative sector aims to increase the industry’s value and foster its long-term and robust growth, it should actively pursue the connection between international cooperative brands and products. It should focus on the unique psychological traits and consumption requirements of the target audience and implement innovative and daring development and design strategies.