Abstract
Starting with the Nintendo Wii craze in 2007, a new media trend and public discourse are taking shape in which the Wii replaced the traditional image of “parents-to-children game machine” with a new image of “machine for filial piety”. Grown-ups bought Wii as a gift for their parents to fill in their own absence in the family life, or to carry out unfulfilled duty in taking care of elderly parents. In this study, the meaning of such phenomenon is analyzed as more than just a successful market development strategy to incorporate unlikely gamers. The new game machine is used in the adult children’s struggle to reconcile the traditional cultural values of filial care with fast-changing family structure and contemporary life style.
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