Cartoon planet: the cross-cultural acceptance of Japanese animation

Abstract

Japanese animation, the un-Disney, represents a major challenge to US global entertainment dominance. Through interviews, survey research and content/ ratings analysis, this study discovered two facets of between-nation differences: (1) Japan’s favorite anime (e.g., ‘Sazae-san’) differ from those of overseas audiences, and (2) overseas audiences’ favorites differ (‘Doraemon’ in Asia, but not in the West). Regional factors rather than cultural proximity account for anime being more popular in Asia than in the West. Ironically, overseas exports may save an industry that has up to now (despite characters’ Caucasian look) been aimed at a domestic base.