The word KITC originated from “Kitsch” [read : /kiCH/ a loanword from German]. It is a term that commonly used in the art world for explaining work with aesthetics that convey exaggerated melodrama using cultural icons. The word “Kitsch” define something of tawdry design, appearance, or content created to appeal to popular or undiscriminating taste.

The concept of KITC is associated with the deliberate use of elements that may be thought of as cultural icons while making mass-produced / hand crafted objects. The term is generally reserved for unsubstantial and gaudy works that are calculated to have popular appeal.

Founded by Nurrachmat Widyasena and his friend Faidhan Noe’man, KITC is a brand that based on Ito’s research and interest that typically found in his artworks.