A change in underwear means that life cycles have shifted.
South Korea has officially entered the super-aged society, with over 20% of population now 65 or older, according to the Ministry of the Interior and Safety last month. The United Nations defines an aging society when 7% or more of its population is 65 or older, aged when it is 14% or more, and super-aged when it exceeds 20%. It took only seven years for South Korea to progress from becoming an aging society in 2017 to a super-aged society. UN world population data projects that by 2050, South Korea will have the second-highest elderly population globally, following Hong Kong.
Diapers are rapidly emerging. As people age, they regress to a more childlike state. The domestic supply of adult diapers has already surpassed that of baby diapers, with sales showing double-digit growth for five consecutive years. As birth rates plummet, diaper companies are focusing on adult products. The Korea Consumer Agency evaluated adult diaper products last month in response to heightened consumer interest. An agency official noted, “The rapid aging of the population has increased demand, as reflected in our consumer interest surveys.” Currently, more than 80 adult diaper products are available in South Korea, according to the agency.
Curious about the experience, a reporter purchased and wore an adult diaper. When opening the package, it was gray, not white as expected. The color, chosen based on consumer preferences, was more like underwear. After more than 30 years since wearing a diaper, the reporter stood in front of the mirror and was surprised by the comfort. What was once just a thin cloth protecting the hips was now cushioned with soft padding, evoking a long-forgotten feeling of being protected. The diaper felt heavy, making the reporter worry about how it looked from behind. After putting on jeans, there was some dampness, but no traces of the diaper were visible. The diaper combined absorbency with style, and even while dining with acquaintances, no one noticed.
Adult diapers are becoming more mainstream. According to the Ministry of Food and Drug Safety, the supply gap between baby and adult diapers has been widening, from 47:53 in 2019 to 35:65 in 2022. Data from the ministry shows that adult diaper imports in 2023 reached 25,532 tons, compared to 22,954 tons for baby diapers, marking a gap more than double that of the previous year. This shift reflects a global trend. Market researcher Technavio estimates that the global adult diaper market will grow by $2.56 billion from 2024 to 2028.
Talking about wearing a diaper is still embarrassing. Incontinence is now common in people in their 30s and 40s. The diaper packaging says, “Laugh, sneeze, and exercise confidently.” A 2017 survey found that 208 out of 1,000 adult women had incontinence, with 26 in their 30s, which is half of those over 70. This is why efforts to change perceptions continue. For example, Yuhan-Kimberly chose actress Oh Yoon-ah, in her 40s, as the main model to avoid the “elderly” image. They also moved displays from baby products to women’s sections and launched products for different seasons and genders. A company staffer said, “When we first entered the market in 1993, it was mostly for patients. But as active seniors have increased, the product range has grown.”
Walking briskly like Superman with a diaper worn outside, black tights, and a white diaper, models showcased power walking to pop songs on stage. There was even a performance where they tore the diapers they wore to demonstrate elasticity. In 2008, a diaper fashion show was held in Tokyo, Japan, featuring 170 adult diaper and pad products. The excretion care group Mutsukian explained, “We wanted people to see diapers in a fun way,” adding, “They’re just items, and there’s no need to be ashamed of them.” The organization is operating a certification program for “diaper fit advisors,” which includes three levels of expertise. Certified individuals under this program provide personalized recommendations for diapers tailored to individual needs and offer guidance on medical care and nutrition. “Diapers are not just disposable products,” the organization noted. “They can profoundly affect one’s quality of life.”
Adult diapers are becoming an increasingly integral part of daily life. In Japan, a global leader in addressing the challenges of an aging population, sales of adult diapers surpassed those of baby diapers in 2011. Today, Japan offers over 200 types of adult diapers. Oji Nepia, a company that once held a 34% share of the Japanese diaper market, announced in September 2023 that it would cease domestic production of baby diapers to focus exclusively on adult diapers. The move reflects a strategic shift toward the more profitable adult diaper market. Projections show that Japan’s adult diaper market will grow by 35.2% from 2019 levels, reaching 1.094 trillion yen (approximately 10.159 trillion won) by 2030. Currently, 29% of Japan’s population is aged 65 or older.
China, meanwhile, has the world’s largest elderly population. With the country’s second baby boom generation entering old age, the silver economy is expected to experience rapid growth. This demographic shift has been formally prioritized in China’s 14th Five-Year Plan (2021–2025), elevating senior-related industries to a national strategy. However, this growth comes with significant environmental challenges. With nearly 300 million elderly individuals discarding diapers across China, recycling solutions are urgently needed. In response, Japan’s largest diaper manufacturer, Unicharm, introduced recyclable paper diapers last year. These products are created by collecting soiled diapers in dedicated bins, sterilizing, bleaching, and deodorizing them with ozone before reprocessing them into new diapers. “The wearing experience is virtually identical to conventional diapers,” a Unicharm representative noted.
Technological innovations in age-friendly solutions, often referred to as age tech, are also advancing rapidly. At the Consumer Electronics Show (CES) in Las Vegas earlier this month, a Japanese semiconductor company, Asahi Kasei, unveiled a prototype for a battery-free smart diaper. This innovative product features electrodes that detect urine, generating 300 millivolts of electricity. A low-power boost converter amplifies the signal, enabling a transmitter to send alerts when a diaper change is needed.
In South Korea, startups are also embracing this growing market. Monit, a startup originally launched as an in-house venture at Samsung Electronics, developed the “Max” smart diaper. The product includes a small sensor that uses artificial intelligence to analyze contamination levels and notify caregivers via a mobile app when the diaper needs changing. Initially designed for infants, the product has since expanded to adult-use applications. According to the National Information Society Agence of Korea, the age-tech industry is growing at an annual rate of 23% and is projected to account for over 8% of the global economy. The institute noted in a recent report that South Korea, with one of Asia’s highest growth rates in elderly spending and consumption, must take proactive steps to prepare for the expanding silver economy.
Adult diapers have also found unconventional uses. During a filibuster in South Korea’s National Assembly, Rep. Joo Ho-young famously wore a diaper to avoid interrupting the session for bathroom breaks. In the United States, a new product targeted at concertgoers debuted last month: the “Pit Diaper,” a collaboration between beverage company Liquid Death and adult diaper brand Depend. Priced at $75 (110,000 won) per pair, the product sold out quickly despite its steep price. The concept gained traction after reports emerged of Taylor Swift fans wearing diapers to ensure they wouldn’t miss a moment of her performances.
Despite the rise in adult diaper usage, the lack of adequate changing facilities remains a critical issue that requires attention. After completing the article, I removed the diaper I had worn for the day. Its soft, dry texture had made me forget I was even wearing it. As I rolled it up neatly and discarded it, I found myself contemplating—not the one-day experiment, but the possibility of a future where necessity might lead me to linger in front of the diaper aisle.
