Kid’s Consumerism at Kidzania

Last week my little preschooler went on a field trip and one of the venues was the newly opened Kidzania at Bonifacio Global City. Kidzania is a mini city where kids can experience grown-up life and do grown-up things.

Kids are able to role-play their aspirations, earn money, and experience their first taste of consumerism.

Since they were on a field trip with a time limit, they had schedules for each activity and were being ushered to the next one by very helpful and well-versed Kidzania staff. Armed with an issued wristlet for safety, and 50 Kidzos for spending, she went on to pick her first profession. If you’re interested to know the choices, check it out here – 10 big things you can do at Kidzania.

My little surgeon heading to the emergency room.  Ready to earn those big bucks.

Some of the kids were too afraid to get close to the mannequin lying on the operating table but she wasn’t. That human anatomy book I bought for Php100 at my church’s garage sale was a great buy after all.  She learned to handle the surgical knife and make an incision.

Girl knows how to be pampered. After some minutes working, she went to get a manicure.

She chose to spend her last Kidzos (10) on a bracelet making session with a friend.

She had two Kidzo bills left afterwards.

Setting aside the nostalgia of seeing my little one as a surgeon, I noticed that just about every mini establishment in Kidzania is a splash of marketing propaganda as you can see in Our Awesome Planet’s special preview. Everything from Bank of the Philippine Islands, Cebu Pacific, Green Cross Alcohol, National Bookstore, Shell, Mcdonalds, and one of their majority stakeholders, ABS-CBN.

You know how sometimes when people think about toothpaste, they think of Colgate.

Or when they think of soda, they think of Coke.

Somehow this paves a way kids to have their subconscious minds programmed to associate these brands when they think of the product itself. It’s seems as if we paid for our kids to be brainwashed to have special childhood memories with these brands for a whopping price of Php900 for a few hours. Shouldn’t they be paying us for the long lasting advertisement? =D

According to consumerism and economics expert Juliet B. Schor (Born to Buy), the average 10-year-old has memorized about 400 brands, the average kindergartner can identify some 300 logos and from as early as age two kids are “bonded to brands.”


The truth of the matter is, I probably will not take my kid to Kidzania if it wasn’t for the school field trip.

But also specifically because my pocket thinks it is insanely expensive.


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