This study compares and analyzes the research progress, hotspots, and future trends in the field of the Kano model both in China and abroad. Using 1098 relevant articles from the Web of Science and CNKI databases as data sources, bibliometric methods were employed alongside VOSviewer and CiteSpace software to create visual knowledge maps and conduct analyses based on annual output, disciplinary distribution, keyword clustering, time zone bursts, and highly cited literature. The results show an upward trend in annual publication output in China. Research hotspots both domestically and abroad focus on customer needs, satisfaction, and experience, but China emphasizes applied research, while efforts abroad lean toward theoretical exploration. In the future, the global academic community will focus more on expanding the Kano model into social issues, while Chinese scholars will concentrate on its application in design studies. Although China leads in publication volume, it is essential to address homogeneity and integrate practical experiences to drive innovation and expansion of the Kano model.