Ask John: Is Moé Viable in China?

Question:
Can moé be big in China? Since China has a huge disproportion population of males versus females, I think that moé can be easily marketed to males there who might feel lonely and need a fictional “waifu” like in Japan now.

Answer:
If I may be considered some degree of armchair expert on certain strata of Japanese popular culture and related social behavior, I’m far less knowledgeable about Chinese culture and society. I can’t address this question with any reliable degree of authority, but I think it’s an interesting topic to discuss, particularly regarding exactly what makes moé so much more viable in Japan than elsewhere. Due to my limited knowledge, I can’t confidently say that moé will never take root in China, but my instinct is to make that presumption. Some moé otaku may develop in China, just as they have in Korea, the US, and many other countries. But I think that Japanese society is especially rich soil for the moé phenomena which isn’t found anywhere else in the world.

A definition of “moé” in its relevant meaning is first necessary. I’m referring to “moé” as obsessive, possessive attraction to pretty anime girls that evokes a sense of satisfaction, completion, and happiness in the (usually male) fan. This is distinct from feelings of excitement, exhilaration, or respectful awe created by spectacular action anime or impressive mecha/sci-fi anime. This “moé” is also different from the enjoyment and fulfillment evoked by humorous anime. Moé refers to feelings similar to familial devotion and love. The relationship an individual might have with a sibling, parent, or house pet is transferred or extended to encompass anime characters or programs. That sense of intimate devotion is salient in clarifying precisely why moé is so much more fertile in Japan than anywhere else in the world.

Japanese culture is unique in the aspect that it extols communal responsibility while admonishing individual expression. Japanese citizens are expected to and expect each other to help each other and contribute to the collective good while not troubling others with their personal affectations. Everyone has hopes and fears of their own, and no one really wants to be troubled with someone else’s psychology atop their own. So Japanese citizens adhere to a social policy of doing good but no harm. Contribute to the workplace and society, be a good co-worker and citizen, and keep private life private. In present day Japan that unwritten code extends even within the household. Marriage rates, and even the rate of sexual activity is in decline in Japan because Japanese citizens, particularly in metropolitan environments, are increasingly concerned with taking care of themselves. This isn’t selfishness; it’s simply pragmatism extended to a degree unique in the world. At the same time, the Japanese philosophy of keeping to oneself has given rise to a unique social perspective. Participation in group activities like company morning calisthenics or students singing their school’s anthem would seem embarrassing to Americans unused to group participatory events. But there’s no sense of embarrassment at all among Japanese citizens participating in these daily activities. The Japanese philosophy of personal inflection staying personal combined with Japan’s distinct perspective on what is and isn’t embarrassing has allowed for the growth of “cute culture.” America has rather neutral corporate mascots and advertising characters including the Energizer Bunny, Ronald MacDonald, the Geico gecko, and the AFLAC duck. Japan has cute mascots including Hello Kitty, Domo-kun, Pon De Lion, Madobe Nanami, Hatsune Miku, Peko-chan, and Kyoro-chan. As a result, young Japanese men find themselves emotionally and sometimes even socially isolated, and many of them discover that moé offers an receptive, non-judgmental object for that passion to focus upon. Moé is both a product of contemporary Japanese zeitgeist and a progenitor of that social landscape.

Chinese culture is different. Opposite from small Japanese families, Chinese families tend to be large, and social & romantic networking is encouraged. There’s less privacy in Chinese culture because the members of Chinese families are more involved in each other’s lives, personal affairs, and concerns. Chinese family interactions and involvement may parallel American family dynamics closer than Japanese family relationships do. There’s less psychological and emotional need for affectionate, familial surrogates in Chinese and American culture than there is in Japanese culture. And the nature of Chinese and American culture make grown men showing attraction toward cute things more embarrassing and reprehensible than in Japanese culture. Obsession with moé may not be totally acceptable in Japan, but it’s far more tolerated in Japan than in countries like China and America where men are not supposed to exhibit vulnerability to small and cute things.

Anime itself is quite popular in China. However, the moé phenomenon hasn’t invaded China. Moé-free children’s programs like Doraemon and Crayon Shin-chan are tremendously popular in China. Chinese clones of anime have taken inspiration from anime including Macross, Blue Dragon, and 5cm Per Second. Yet there are no high profile Chinese clones of K-On, Lucky Star, Rozen Maiden, Strike Witches, Kanon, or Moetan. The Japanese maid café establishment hasn’t blossomed in mainland China. (There are a few maid cafés in China, but not many.) The Japanese moé phenomenon has been prominent for at least a decade, yet it hasn’t exploded in America while other types of anime did. And it hasn’t taken root in China. Japanese distributors can try to export moé to China, but I don’t think the efforts will be successful. Moé is a unique product of Japanese culture, and with the exception of particular international fans with a mindset similar to that of Japanese otaku, is a product that can only thrive in Japan.