Signs That Come Before Stories: A Semiotic Analysis of the Creation of Kuromi as a Trend
DOI:
https://doi.org/10.65150/EP-jsshrs/V2E6/2026-11Keywords:
Kuromi, Semiotics, Children’s Media, Merchandise Marketing, Qualitative Content AnalysisAbstract
This study focuses on the semiotic approach of the construction of Kuromi as a trend that driven consumer icon between children. In spite of many children that not attracted with the media in which Kuromi characters appears, the character’s produced has achieved extensive popularity. This research aims to investigate the symbolic signs that are rooted in merchandise and create desire, identity formation, and trend that is independent of narrative familiarity by emphasizing the role of semiotics in children’s consumption path. This research focused on identifying recurring semiotic approach, including color schemes, iconography, facial expressions, and poses to investigates how these signs communicate, shape perceptions of identity, and also influence consumer behavior. This research reveal that Kuromi’s black and purple color palette, skull motif, and playful gestures function as signs markers of mischief, edginess, and “coolness”. The constant use of these motifs across merchandise and promotional things reinforces the character’s identity as a stylish, mischievous icon, demonstrating how semiotic strategies shape perceptions and cultural significance. This study shows the power of signs in merchandise-led media culture. Also, showing that semiotic can explain children’s trend driven consumption beyond narrative engagement.
References
1) Abidin, C. (2023). Internet celebrity: Understanding fame online (2nd ed.). Emerald Publishing.
2) Alibaba Insights. (2026). Kuromi keychains are taking over: Why are people obsessed with them over other anime keychains? Alibaba Product Insights. https://www.alibaba.com/product-insights/kuromi-keychains-are-taking-over-why-are-people-obsessed-with-them-over-other-anime-keychains.html
3) Alibaba Insights. (2026). Kuromi vs. Melody backpack pendants: Which Sanrio cutie is really more popular right now? Alibaba Product Insights. https://www.alibaba.com/product-insights/kuromi-vs-melody-backpack-pendants-which-sanrio-cutie-is-really-more-popular-right-now.html
4) Alibaba Seller Blog. (2026). Kuromi-themed products reshaping character licensing market in Southeast Asia. Alibaba Seller Insights. https://seller.alibaba.com/blogs/2026/southeast-asia/parenting-books-educational-journals/kuromi-themed-products-reshaping-character-licensing-market
5) Arvidsson, A. (2006). Brands: Meaning and value in media culture. Routledge.
6) Barthes, R. (1972). Mythologies (A. Lavers, Trans.). Hill and Wang.
7) Barthes, R. (1972). Mythologies. Hill and Wang.
8) Baudrillard, J. (1998). The consumer society: Myths and structures. Sage.
9) Bishop, S. (2022). Algorithmic experts: Selling algorithmic lore on YouTube. Social Media + Society, 8(1), 1–11.
10) Chen, L. (2024). Cool cuteness and digital identity performance in global media cultures. Journal of Visual Culture, 23(1), 45–62.
11) Dale, J. P. (2016). Irresistible: The rise of addictive technology and the business of keeping us hooked. Penguin.
12) Ersan, M., & Çetin, A. A. (2025). Semiotic analysis of children's theater posters: The example of 2024 state theaters. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 26(2), 347–372. https://doi.org/10.17494/ogusbd.1671267
13) Hains, R. C., & Jennings, N. A. (2021). The marketing of children’s toys: Critical perspectives on children’s consumer culture. Palgrave Macmillan. https://www.researchgate.net/publication/350511437_The_Marketing_of_Children%27s_Toys_Critical_Perspectives_on_Children%27s_Consumer_Culture_Critical_Perspectives_on_Children%27s_Consumer_Culture
14) Highfield, T. (2016). Social media and everyday politics. Polity.
15) Kinsella, S. (1995). Cuties in Japan. In L. Skov & B. Moeran (Eds.), Women, media and consumption in Japan (pp. 220–254). University of Hawai‘i Press.
16) Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual social media cultures. Polity.
17) Liu, X., Chen, W., & Zhang, T. (2021). How creative cute characters affect purchase intention: Evidence from children’s merchandise. Journal of Business Research, 142, 211–220. https://doi.org/10.1016/j.jbusres.2021.12.059
18) Malega, Z. (2025, August 29). Kawaii consumerism: The digital demand and marketing of Hello Kitty in online communities. Sartorial Magazine. https://sartorialmagazine.com/lifestyle/2025/8/29/kawaii-consumerism-the-digital-demand-and-marketing-of-hello-kitty-in-online-communities
19) McVeigh, B. J. (2000). Wearing ideology: State, schooling and self-presentation in Japan. Berg.
20) Ngai, S. (2012). Our aesthetic categories: Zany, cute, interesting. Harvard University Press.
21) Nittono, H. (2022). The psychology of kawaii. Current Opinion in Psychology, 44, 117–121.
22) Wikipedia contributors. (2024, August 12). Kawaii. In Wikipedia. https://en.wikipedia.org/wiki/Kawaii
23) Wikipedia contributors. (2026, January 15). Kuromi. In Wikipedia. https://en.wikipedia.org/wiki/Kuromi
24) Zulli, D., & Zulli, D. J. (2022). Extending the internet meme: Conceptualizing technological mimesis and imitation publics on TikTok. New Media & Society, 24(8), 1872–1890.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 sarvenaz safavi (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
