Do the Japanese value fandom more than America?


Taken in Osaka; Japan appreciates Stitch more than America XD

For some time I’ve been puzzled about the difference between “fandom” in America and “fandom” in Japan, not just anime fandom but fandom in general. It seems to me that the Japanese place more emphasis on having people become totally immersed and supporting fans of anime and other entertainment, while America doesn’t really offer the same kind of hard-core immersion in its shows and movies. I’ll illustrate my points further in this post, and I’d also like to hear your opinion as well…

To give the main idea of what I’m trying to address, here’s an excerpt from the What is Anime? page that I wrote on my site, which discusses this difference between the value of fandom in Japan and America:

“…almost all anime shows, even those that are not particularly popular, will have many products and collectible items released for fans to buy. Music CDs are one of the most common of these items; almost all anime, even children’s anime shows, will have at least one CD released featuring songs such as the show’s opening song or ending song. A lot of anime also get CDs featuring just the background music used in the show. It’s also not uncommon in popular anime for each character on the show to get his or her own CD single with songs sung just by that character (or their voice actor if you will).

In addition to music, a lot of anime series also get collectible artbooks featuring pictures from the anime drawn by the creators…even artbooks for children’s shows is not uncommon. Other popular anime collectibles include key chains, plush toys, calendars, stationary, and…figures.

Between music CDs…artbooks, figures, and other collectibles, anime fandom is quite different from other fandom in America. In comparison, only the most popular American cartoons will get maybe a few action figures or other toys for the kids and that’s it. Even regular adult American TV shows don’t get CDs of background music and character songs, and only the most popular shows and movies might get a few posters, calendars, or T-shirts. This contrast makes it apparent that in anime fandom it’s desirable for fans to immerse themselves in and become really “into” each anime and show support by buying lots of products, while in America it’s considered childish to be that obsessed with anything but perhaps the most “hip” shows.”

That last sentence is the reason I thought of but I’m sure it’s not the main or the only reason, since I know it’s not really desirable in Japan for people to become total otaku. But those paragraphs basically sum up what I’ve been wondering about; why is it that the Japanese offer so much more merchandise for their anime shows when compared to the relatively small amount of merchandise that America offers for even its most popular TV shows? I can’t imagine that Japan is that much more consumerism-centered than America…perhaps the consumerism value is simply emphasized in different areas ~_^

Anyway, let’s look at the first thing I mentioned, music CDs. Like I said, even less than popular anime usually get at least one CD release and so many get OST releases of mainly background music. American TV shows have background music and theme songs too so why don’t we ever see music CDs from them, even the really popular shows? From this I ask myself, do I think Americans would buy background music CDs from TV shows, and I would have to say no…then this unfortunately leads me to the conclusion that the Japanese have a much better appreciation for music than most Americans. Heck, some anime even get sheet music releases. How often do we see that for the music in American shows? XD The lack of character image songs from American TV shows could again show this lack of music appreciation in America and/or the fact that the Japanese emphasize more intimacy with their characters (which is a story for another day =P) Or maybe Americans just haven’t thought of it yet…I’m sure fans of certain American TV shows would like to hear their favorite actors from the shows sing songs just like the Japanese seiyuu do so why hasn’t anyone done this yet? ~_^ Again, all I can think of is that America just doesn’t have the same kind of music appreciation as Japan.

The next thing is artbooks and other fan-centered books. Like with CDs, even less than popular anime and manga usually get at least one artbook, fan guide, or other book release. How often do we see fan books with screenshots, information, trivia, etc., from American TV shows, even really popular ones? Some popular American kid shows get book releases to help the children read but that’s about it. Even Pokemon and other kid shows get artbook releases in Japan. Again, I’m sure lots of American fans would buy books with photos, trivia, and information from their favorite TV shows so why don’t we see more of this in America? I don’t want to think that, in addition to music, America also has less art/cinematography and reading appreciation than Japan but that could be one reason XP

And lastly we have the other “fandom” merchandise; figures, key chains, stationary, posters, plush toys, etc,. Some really popular American TV shows might get T-shirts, posters, calendars, collectible items, and other goods released, but that’s still nothing compared to the amount of merchandise that’s released for anime shows, whether they be immensely popular or not. To give another example, like I’ve shown with the photo at the top of this post, even American-made entertainment like Disney movies get much more fan-centered merchandise in Japan. When I go to The Disney Store at my local mall, all I find is typical items like T-shirts, stuffed animals, and toys. The Disney merchandise I saw in Japan however was much better and more “special”; there were so many nice Disney items you would never find in America like wall puzzles, music boxes, stationary, display figures, picture frames, and key chains. It’s hard to believe the Japanese are bigger fans of Disney than Americans so why do they have more and better Disney merchandise?

Well, to try and answer my own question, I’ve come up with one reason as to why the Japanese offer so much more merchandise for their anime shows when compared to the limited, if any, merchandise for American shows. Since anime is an escapist medium that really emphasizes its fans getting deeply involved with its stories and characters, anime fans are simply more likely to want to buy lots of merchandise to appease and support their fandom. Anime companies and dealers know that otaku love to buy collectible, specialty merchandise from the shows that they’re so immersed in, which is why so much fan-pandering merchandise is released for anime. This kind of give-and-take, intimate relationship between fan and show is not emphasized in America so American companies don’t bother figuring out what new merchandise is going to appeal to fans of their shows – TV ratings and DVD releases seem to be all that really matter to them. This might be one of the reasons but I find it hard to believe it’s the only reason for such great differences between fandom and fan merchandising between Japan and America. Is the difference perhaps more cultural based? How is it in other countries? If anyone can offer further opinions and analysis on this topic, it would be much appreciated! =)

No Comments… read them or add your own.

  1. DrmChsr0 says:

    The biiggest difference is in the culture.

    Otaku are extreme examples of “Keeping up with the Joneses”, a superconsumer who believes that getting the merch is a guantareed way to gain instant fame and stuff. In America, that sort of fascination has faded (because of a lot of things).

    It’s not a matter of fandom or anything, It’s a matter of consumerism. Otaku are superconsumers due to their culture (they are basically rejects from a culture that emphasizes too much on paper chasing and temporal success) whereas in America, there’s a ton of stories of people coming from humble backgrounds and making it really big.

    Otaku love their animé for one simple reason: escapism. Without the material goods to imprison themselves in a fantasyland that makes them forget about their own problems, they’re royally screwed.

    And let’s face it: fan-made items and the cash that is earned from it does not go back to the industry. And the fan-made stuff is technically a breach of copyright law.

  2. Zeroblade says:

    I’ve formulated an idea as to why merchandise is so much more common in Japan than in other places – it’s good business. By releasing so much merchandise for the people to buy, the companies make more money to make more stuff. On the consumer side, the more stuff they buy, the more they become obsessed with the franchise, and so on. It’s a vicious cycle and once you become trapped in it, there’s usually no way out.

  3. First, let me just say that this has absolutely nothing to do with an American under-appreciation of art, visual or musical. Otaku like to talk about American cultural “shallowness,” but that is unrelated to this difference.

    Zeroblade and DrmChsr0 have generally got it figured out. Since the old days of mecha anime, anime has been about merchandising. However, since anime is generally part of the mainstream in Japan (unlike here, where most cartoons are relegated to “kids” status), that merchandising focus must not come from anime itself, but from the Japanese economy.

    As such, Japanese entertainment companies have figured out the number one way to continue to make money from their franchises: merchandising. By creating more and more items for fans to buy, the companies can bring in money long after a show or movie has been released. Just look at Getter Robo toys and models, which still sell to this day. This ideal applies to any entertainment property with a financial value. Disney movies? If it makes money, MAKE MERCHANDISE!

    The strangest creature of all is the American otaku. He has taken the idea of the Japanese otaku – the “superconsumer” – crafted by Japanese entertainment companies, and made it his own. However, this American superconsumer lives in a world where those accelerated consumer ideals do not exist. He lives to buy more and more items related to his fandom, even though that fandom is only being brought over to the United States in small quantities.

    A fish out of water, if I may.

  4. When it comes to soundtracks. The Japanese put more effort into thier music than Americans do. I mean, the japanese put together a whole orchestra and compose movie-quality music just for a TV series. Americans just don’t care. They have some Joe-Doe guy in a studio make some music tracks by himself or with some people he knows or just makes all the music on his computer. Then if its a live-action TV show, they just use some random already-made songs by a variety of artists to play in an episode.
    So in this case I think its because Americans don’t appericeate soundtracks as much as the Japanese do. Sadly, theres some BGM music ive heard in movies/TV series that I liked and they don’t have a soundtrack release for them.

    As for merchantdise in general. Its been pretty much stated by other already. Plus, I also think americans would much rather spend their money on other things than merchantdice from their favorite TV show. Like music CDs from different artists, DVDs from a variety of movies/Tv, useless gadgets and of course, you have to take into account the gas prices, and America is much bigger in size than japan, so people depend on their cars more…

  5. Ashley Hernandez says:

    You’re right when you say that Japanese tend to put more effort in their fandom. While almost every American is a fan of something (band, movies, music, tv) they really can’t find that much merchandise for their favorite show.
    It’s possible that some people may even be shy of the things they like. I mean think about. We, as a general culture, mock and make fun of people who show passionate love for stuff. It’s possible that because of that shyness, Americans try not to merchandise every tv show or movie.
    Oh, well…

  6. Kaito says:

    Don’t worry, we in America have our shitty movie-based videogames for fans to purchase.
    *facepalm*

  7. Jabba The Hut says:

    Evan Minto (Vampt Vo) got it right.
    It’s not a cultural difference. Japanese companies’ business focuses a lot more on merchandising because of economic realities : the Japanese market is much smaller than the US or European one, and overseas sale are much lower than for American and European cartoons.

    For example, a single episode of a kid’s anime usually sells for a few thousands dollar. While a US or European cartoon would sell for $10-20k per episode! Because the Japanese sellers are hoping they’ll make more though merchandise sales, while US and European sellers mostly make money and profits on their cartoons through sales of broadcasting rights.

    • Chris Sobieniak says:

      And this is why some European businesses were smart to fill their timeslots with anime far more than the US did 20 years ago.

  8. Sarah says:

    1. Japan is smaller than America. It is more ‘compact’ in terms of population and land, but also in culture. Tighter community, tighter values. Smaller range of what people like. So there is a greater proportion of people who have things in common. America has a greater diversity of people and thus wider values and preferences.

    2. The importance of nonverbal communication in Japan. I’m not sure whether this is the situation right now in Japan, but apparently ‘public displays of emotion and affection are considered inappropriate’.
    One implication is that, Japanese people tend to conform to something that has been mass publicized, rather than speaking out about their individual opinions. Thus more ‘obsession’ with fandom.
    Secondly, the ‘nonverbal communication’ means pictures, emotions, body language, and music – softer and less personalized ‘voices’ ie, anime, fictional characters, etc. In addition to their tendency to conform, fandom could be perceived as a method of nonverbally displaying their opinions/preferences/what they like.

    3. You said, “anime is an escapist medium that really emphasizes its fans getting deeply involved with its stories and characters”. But what are they escaping from? Perhaps the ‘silent society’ I mentioned above? Repeat : fandom is a ‘softer’ way of telling other people what you like, and thus an escape from that pressure to be silent about yourself.

  9. Yumeka says:

    @ Sarah

    Excellent ideas…I especially like your second point – it’s certainly inspired my way of looking at the subject. Never thought of it like that actually. Thanks for the input =)

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