Socialization of Kansei Engineering Techniques in Innovative Packaging Development for Gen Z and Millennial Markets

Responding to the increasing demand for innovative packaging solutions designed for Gen Z and Millennial markets, a comprehensive socialization on Kanse Engineering was conducted targeting small and medium-sized enterprise (SME) entrepreneurs or UMKM in RW 05 Medokan Ayu. The primary objective was to enhance product sales through advanced product development via packaging innovation. The method employed involved a detailed presentation focusing on Kansei techniques, product development strategies, and market opportunities for Gen Z and Millennial consumers. This initiative aimed to educate the RW 05 community on the importance of packaging innovation in reaching younger target consumers. The results indicated significant improvement in participants’ understanding of how innovative packaging can drive sales growth. However, challenges were noted in aligning packaging designs with the specific needs of SME products This study suggests that appropriate packaging innovation, guided by Kansei Engineering principles, can significantly boost sales by appealing to the aesthetic and functional preferences of Gen Z and millennial consumers, thereby opening new market opportunities for SMEs.