Ask John: How Profuse Should Anime Merchandise Be in America?

Question:
To what extent, exactly, would you like to see anime/manga/merchandise/etc. in North America “matched” with the products available in Japan? To put it differently, would you prefer it if there were no longer any “Japan exclusive” creations, but instead everything was released overseas? Do you think that a better ratio of Japan=North American products would actually kill the market as a whole, as it would be supersaturated, or at least far more saturated than it is now?

Answer:
I don’t mean to avoid a difficult question by responding with a superficial response, and intend no offense toward your curiosity, but I honestly believe that much of your question is moot. I don’t think there’s much purpose in imagining an equal amount and variety of anime and manga merchandise in Japan and America because that will never, ever happen. There are too many differences between Japanese and American culture to ever allow for a full re-creation of Japan’s anime community in America. With the increase of original American created manga-style comics, I believe that we’re beginning to see an American approximation of Japan’s anime and manga fan community, but I don’t believe that the dispersion of Japan’s creative fan community will ever be replicated in America. Fan creations like Tsukihime, Nise Haruna, Touhou, and the OS-tan girls have become cult phenomena in Japan. America already has major fan created manga influenced original creations like MegaTokyo, but I don’t foresee original American creations ever becoming diverse or prolific enough to match the vibrancy and output Japan’s fan community.

Japan’s anime community is filled with countless bishoujo games, doujinshi, and original characters and character goods that American fans don’t even know exist. Even a passing familiarity with Tokyo’s Akihabara district confirms that Japan’s anime community and its merchandising and products are far deeper and more extensive than most American anime fans imagine. Right now, a fanatic fan of imported Japanese anime merchandise could sleep under anime sheets with an anime pillow; be woken up by an anime alarm clock; brush with an anime toothbrush and anime comb; shower then dry off with an anime bath towel; dress in anime themed clothes or even wear a commercially produced anime costume; eat a breakfast of food in anime packaging, using anime cutlery and an anime cup; ride to work or school on an anime themed motor scooter or motorcycle; work with anime stationary and an anime commemorative computer; then come home to a house decorated with anime merchandise. I honestly don’t believe that there will ever be that much anime merchandise available in America.

Japan is filled with trivial anime merchandise because its fan community can support it. Considering that Boston America recently secured rights to produce American Naruto themed lip balm, I think we’re already pushing at the boundaries of anime merchandise that the American market will support. While I have said that I’m always interested in new sources to obtain anime and anime merchandise, part of me doesn’t want new anime and manga to become as current and commonplace in America as it is in Japan. While I’d enjoy being able to easily acquire attractive and appealing new merchandise, I also enjoy the mystery of Japanese franchises that I’m not familiar with. For example, right now I’m highly curious about Bandai’s Shinra Bansho shokugan fantasy franchise because I know so little about it. While I respect and appreciate the artistry and culture evident in Japanese manga and anime- elements which would theoretically still be present if anime merchandise was more commonly available in America- I also enjoy the thrill of discovering new anime and manga, and learning about titles in Japan that I didn’t know existed previously. Part of the novelty of anime and manga, for me, as an American fan, is discovering the creativity of Japanese artists and Japanese art, and uncovering popular titles, trends, and merchandise among Japanese fans. I have to admit that part of my interest in manga and anime is related to its foreign-ness.

I don’t believe that Japan and America’s anime communities will ever be fully equal because both are dynamic and constantly evolving and creating. And permutations of Japan’s anime community such as doujinshi stores and conventions, and maid cosplay cafes will never take root in America because of fundamental social and economic differences between American and Japanese culture. Japan is the one and only home of authentic Japanese animation, and that will always be the case. I don’t believe that such a statement is racist, discriminatory, or narrow-minded. It’s simply rational. While I’m grateful to have access to anime, and won’t complain about more authentic Japanese anime merchandise becoming commonly available in America, I doubt that anime will ever be quite as successful or entrenched in America as it is in Japan. And there are certain aspects of Japan’s anime industry, such as aniparo (“anime parody”) doujinshi, galge (bishoujo PC games), lolicon, and original characters, that I am perfectly happy to see forever remaining as Japanese creations and debuts. However, I can’t predict the future, and I’m not egotistical enough to insist that all American anime fans agree with my point of view.