Kansei product design (KPD) has become essential to a new product development (NPD) because more and more people nowadays are clinging to Kansai products—the aesthetic products that best fit the customers’ affective needs with both mental and emotional satisfaction. This paper employs the duo-theme decision making trial and evaluation laboratory (DEMATEL) approach to conduct a positioning analysis for the core concept of KPD. An example of Kansei shoulder bag is illustrated. The results indicate that “Pride” and “Love” are the root causes to invite the customer’s affective emotions, whereas “Sadness” and “Fear” are the root causes to distress the customer’s affective emotions. Accordingly, making the customer feel pride and love should be built in the Kansei shoulder bag design. Meanwhile, making the customer feel sad and fear should be
eliminated from the Kansai shoulder bag design. Based on the findings, some implications and suggestions are discussed.