Understanding Modern Hanfu Design Needs of Chinese and Overseas Youth Users: A Kano-Based Analysis Integrating Cultural Identity and Emotional Design

초록

While existing studies on modern Hanfu have primarily focused on cultural symbolism, consumption motivation, or dissemination pathways, limited attention has been paid to the internal structure of user design needs and their satisfaction mechanisms from a demand-oriented perspective. To address this gap, this study investigates modern Hanfu design needs among Chinese and overseas youth users by integrating the Kano model with cultural identity theory and emotional design theory. Based on semi-structured interviews and a questionnaire survey (n = 346), key design elements were identified and systematically classified using Kano categories and SI/DSI indices. The findings reveal that modern Hanfu users exhibit a hierarchical demand structure, progressing from basic functional requirements to experiential demands and further to culturally and emotionally driven identification needs. Beyond functional classification, this study demonstrates how culturally embedded cognition and emotional perception shape distinct demand priorities across user groups. Specifically, Chinese youth users emphasize cultural identity and symbolic meaning, whereas overseas users place greater importance on visual appeal, cultural comprehensibility, and ease of use. By extending the application of the Kano model to culturally expressive apparel design, this research advances theoretical understanding of demand structure in traditional clothing modernization. It offers design-oriented insights for enhancing cross-cultural acceptance and emotional resonance of modern Hanfu.

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