Background: The purpose of this study was to describe the sugarbaby phenomenon in Semarang City adolescents in 2019.
Method: This study used descriptive qualitative with phenomenological approach, snowball technique was used in the data collection process. There were 5 subjects to dig deeper information related to the sugarbaby phenomenon in adolescents.
Result: The results showed that most of the subjects (sugarbabies) had the idea that adolescent relation is more towards negative and even sugarbaby is a natural thing and is lived with ordinary feelings to seek material satisfaction. Role-playing of their own accord and having an influential role model to embrace from the personal side of the person who is and appearance/lifestyle. Want to live better because the majority have less financial conditions, have social media to get sugardaddy. Had kissing, necking, petting even intercouse and sugardaddy had never told him to take a health test. Aware that the consequences are in the form of pregnancy, abortion and even sexually transmitted infections and are not liked by many people but they do not yet have the view to stop playing the role of sugarbaby.
Implication: It is recommended first, for parents to monitor the child's development and educate the child with good ethics and religious education, creating a harmonious and affectionate family environment.