Reimagining Batik Semarangan motifs for younger consumers with Kansei Engineering

Purpose This study aims to apply Kansei Engineering (KE) to modernize Batik Semarangan motifs, aligning them with the preferences of younger consumers. Design/methodology/approach A systematic approach is used to modernize Batik Semarangan through KE. Kansei words were collected and validated using the content validity index method. Exploratory factor analysis categorized these words into three emotional factors, guiding motif development. Quantification theory type I (QTTI) was applied to quantify emotional connections between design elements such as motifs, colors and patterns. Findings Three new designs incorporate contemporary esthetics, such as minimalist patterns and bold color contrasts, while maintaining Batik Semarangan’s traditional symbolism. Emotional factors like elegance, modernity and cultural pride were effectively captured, resonating with younger consumers. Research limitations/implications The study focuses on Batik Semarangan and its application within a specific cultural context. Findings may not be applicable to other batik styles or demographics outside the study’s geographical region. Practical implications This research provides a data-driven approach for designers and manufacturers to create batik designs that align with younger consumers’ preferences. Social implications By modernizing Batik Semarangan, this research promotes cultural pride and ensures the preservation of Indonesian heritage while adapting it to contemporary tastes, making it relevant in the globalized fashion market. Originality/value To the best of the authors’ knowledge, this study is original in applying KE to Batik Semarangan, offering a consumer-driven approach to modernizing motifs while preserving cultural authenticity. The integration of QTTI quantifies emotional responses to design elements, adding unique value to the field.