Asia’s ‘kidults’ redefine market for toys and games, from mini models to K-pop collectibles
- The hobby, toy and collectibles industry’s commercial value is growing, hobbyists and experts say, driven by ‘kidults’ with purchasing power
- Kidult hobbies aren’t just child’s play. They’ve spawned business and tourism opportunities, with investors now also looking to get into the game
Lifelike dioramas – miniature models replicating scenes or events – complete with scaled-down aircraft and tiny armoured tanks line the shelves of their outlet, “World Hobby Miniatures”, located in the Pulau Tikus neighbourhood of Georgetown.
Think Barry’s model made from taxidermied mice in the film Dinner for Schmucks, but a lot cooler.
What started as pastime for the pair turned into a business and now both Ming, a storyboard illustrator, and Andrew, a graphic artist, “commission build” models and sell kits and materials to clients globally, while also running the annual Malaysia International Miniature Hobby Show – their flagship showcase and a leading industry event in Southeast Asia.
Come June, more than 10,000 people from 22 countries are expected to descend on the island state in the north of Malaysia, alongside 77 manufacturers, to flex their crafting skills and compete for prizes at the MALCOM 2024 miniature competition, also run by Ming and Andrew.
When the show started out eight years ago, it only filled a couple of hotel ballrooms but has since grown into a mega expo, the always-exuberant Ming said, reflecting the growth of the regional hobby industry.