This study investigates character collaboration strategies in the context of rising kidult fashion as an emotional and cultural consumption trend. Jo’s kidult consumers typology and Byeon’s character function theory were used to analyze 33 SPAO collaboration cases released between 2022 and 2024. The study adopts a two-stage qualitative content analysis method: 1. categorizing the cases into four types of character collaboration strategies: character-centric, narrative worldview-immersive, fandom-centric, and retro sensibility; and 2. interpreting each type through an integrated framework combining emotional design, nostalgic bonding, and social identity theory. Data were collected from publicly available digital sources and examined with respect to emotional visualization, product design, affective messaging, and participatory/social-media strategies. The findings show that character-centric collaborations were most prevalent (45.5%), emphasizing direct visual cues and everyday product integration. The other three types account for 18.2% each, highlighting narrative immersion, fandom identity, and generational nostalgia, respectively. Character collaboration operated as an affective and symbolic communication mechanism that structures emotional connection, identity expression, and cultural resonance. The results demonstrate that character collaboration is a strategic tool for strengthening consumer engagement, cultural inclusivity, and brand loyalty. The study positions kidult fashion collaboration within an integrated emotional identity and offers a framework for brands to develop emotional comfort products, immersive storytelling designs, fandom-driven engagement, and intergenerational appeal.

Abstract
Ⅰ. Introduction
Ⅱ. Review of Literature
    1. Character and kidult culture
    2. Character collaboration
    3. Theoretical perspectives on character collaboration
Ⅲ. Research Method
    1. Research framework
    2. Data collection
    3. Analysis method
IV. Results
    1. Character collaboration types of SPAO
    2. Design-centered communication strategies ofSPAO’s character collaboration
V. Discussion
    1. Character-centric collaboration features andemotional connection with consumers
    2. Character design-mediated brand communicationstrategies and emotional appeal
    3. Brand positioning through character collaboration
    4. Implication of the research findings
VI. Conclusion
References

• Eunjung Cho(Master's Course, Integrated Design, Human Life & Innovation Design Convergence Program, Yonsei University, Korea) | 조은정 (연세대학교 통합디자인학과 인간생애와 혁신적디자인융합전공 석사과정)
• Eun Kyoung Yang(Assistant Professor, Integrated Design, Yonsei University, Korea) | 양은경 (연세대학교 통합디자인학과 조교수) Corresponding author