Ask John: Were American Hits Also Popular in Japan?

Question:
The shows that make it big in America, do or did they get the same ammount of attention in Japan and that’s why they got big here? Or is it just random who likes what and what launches bigger fanbases?

Answer:
To a large degree, the success of particular anime titles in Japan and America is very relative. In some cases hit titles in Japan also become highly successful in America. But there are also many examples of anime that were not big hits in Japan which have become very successful in America, and vice versa. Typically anime titles targeted at mainstream pre-adolescent and teen viewers have a universal appeal. Anime designed for Japanese children often doesn’t go over as well in America. And anime intended for the niche hardcore fan market may have very different support in Japan and America.

Shows like Dragonball, Bleach, Yu Yu Hakusho, Rurouni Kenshin, Naruto, and Inuyasha are designed to appeal to mainstream pre-teen and teenage Japanese viewers. These shows feature big, diverse casts, long, slowly developing stories, and archetypal themes that stress teamwork, morality, honor, and loyalty. Because these programs are easily accessible and entertaining, and aren’t overtly childish, they tend to become popular among both mainstream Japanese viewers and American anime fans. However, ironically Japan’s hardcore fan community often dismisses these shows as too mainstream. These types of shows are very popular among Japanese viewers because they’re mainstream entertainment rather than niche market shows broadcast at odd hours for obsessive fanatic viewers. These shows are often massively popular among American fans because of their accessibility and broad appeal. Few people argue that Dragonball Z is an exceptional literary or cinematic masterpiece, but it is massively popular worldwide.

The exception to the rule are mainstream Japanese family and children’s shows. Programs like Sazae-san, Chibi Maruko-chan, Crayon Shin-chan, Anpanman, Doraemon, and Detective Conan are among the most successful of all anime; however these shows aren’t very popular among hardcore Japanese otaku, again because they’re too mainstream, and not popular with American viewers because they’re thought of as too childish. Anime series like Pocket Monster and Yu-Gi-Oh are good examples of the market for Japanese children’s anime. Pokemon is so popular and successful in Japan that it’s become a genuine part of Japanese culture. Both Pokemon and Yu-Gi-Oh are still popular enough in America to be highly profitable, even though they have minimal support in the hardcore fan community. Its mainstream viewers and consumers in both Japan and America that support these shows. Only two examples from this genre, Pokemon and Yu-Gi-Oh, have reached breakthrough success in America, but there are many such titles that are tremendously successful in Japan.

Mainstream anime are always more popular and successful than shows targeted at niche markets because of the size of their audiences. While most mainstream anime is highly successful in Japan, it’s typically mostly mainstream shonen anime that reaches massive popularity in America. Successful Japanese shoujo and children’s anime often isn’t highly successful in America. The averages for anime targeted at hardcore fans aren’t quite as easily distinguishable. As a general average, Japan’s otaku community gravitates toward cheerful, romantic, lighthearted, and attractive anime while America’s otaku community has a taste for darker, more intellectual, and more action oriented anime. A few good examples are the fact that American fan favorite titles like Ninja Scroll, Trigun, Battle Angel, Akira, Vampire Hunter D, and Hellsing seem to be more widely popular in America than in Japan. Cute and romantic comedies and dramas like To Heart, Air, Da Capo, Rozen Maiden, and Aria are typically fan favorites in Japan’s hardcore fan community, but these types of shows rarely become big hits in America.

Massively successful mainstream hits in Japan usually have a good chance of being imported to America for a number of reasons. Shows that are tremendously popular in Japan are usually popular because they’re appealing and accessible, so American licensors are eager to import these shows in hope that they’ll find a similar audience and popularity in America. Japanese licensors may be also eager to export these tentpole franchises in order to gain an international foothold. The success of smaller market, hardcore fan oriented shows usually depends on the show and the market. Popular fan oriented titles in Japan don’t necessarily become hits in America. Likewise there are anime titles like Outlaw Star, Big O, Cowboy Bebop, FLCL, Gantz, and Berserk that are arguably more successful and popular in America than they are in Japan.