Ask John: Will Kamichu Succeed in America?

Question:
I’m surprised a bit to know that “Kamichu!” will be released only in English subtitle. Is it true? I’m Japanese and curious how American will react to the very cute show of a little deity in middle school.

Answer:
I believe that my affection for the Kamichu anime television series is fairly well known. I’ve written about it before. I’ve been able to watch 15 out of the 16 total episodes, which is more of the series than, I suspect, most American fans have seen. I’ve been a fan of Kamichu director Koji Masunari’s work for many years – particularly his Omishi Magical Theater Risky Safety, Kokoro Library, and R.O.D. OVA series, in addition to Kamichu. I’m also aware that Kamichu is an award winning and highly respected anime series in Japan, rightfully so considering its outstanding production quality and character. However, I never seriously expected the series to be licensed for American release, despite hoping that it would be. I’m very pleased that the show will be getting increased American exposure, but sadly I don’t expect it to be particularly successful in America.

Geneon is admirably giving Kamichu an impressive American debut with a bilingual DVD release and a relatively expensive limited edition debut DVD edition that includes a series box with wood slipcase, mini shitajiki, and mini wall scroll. Just for clarification, the American DVD release will not be subtitled only. It will contain selectable original Japanese and dubbed English dialogue. I respect Geneon for being willing to invest in the series for American release, but I expect it to only reach a small audience. The Kamichu series aired on Japanese television in 2005. Although America’s fan translation community was very active at the time (and still is now), less than half of the series was ever fan translated. When there’s so little interest in an anime that many hardcore American anime fans aren’t interested in watching the show even when it’s available for free, I doubt that there will be very many American consumers willing to purchase the show.

Kamichu (an abbreviation of “Kamisama de Chuugakusei” meaning “god & junior high schooler”) is a particularly Japanese series that emphasizes respect for traditional Japanese traditions and spirituality while also appealing to the Japanese otaku interested in “moe.” Despite the fact that many American anime fans claim to be tired of clichéd anime robots and blatant sex appeal, they seem to be largely uninterested in heartwarming, gentle, innocent, and cute dramatic anime like Kamichu. I think that this will be a niche show in America that will be eagerly supported by a handful of fans who appreciate this truly outstanding work, and the majority of American anime viewers will overlook the series because they consider it too dull, or they’ll ignore it because it’s deemed “too cute.” I’ve heard the Kamichu manga referred to as a “seinen” manga series targeted at adult male readers. The Kamichu anime is thematically and stylistically similar to the more recent Binchotan anime series, which I’ve been told is most popular among adult Japanese businessmen. I suspect that Kamichu may likewise turn out to be most popular in America among adult male consumers, who are a bit of a minority within America’s anime consumer market that seems to consist mostly of children and teens. Ironically, cute anime series that seem like they’d appeal to teenage girls such as Risky Safety, Kokoro Library, Pretty Cure, Tsukuyomi ~Moon Phase~, and possibly Kamichu, seem to be most popular in America among grown men. In my personal experience, American teen and young adult girls often dismiss “moe” anime as being “too cute.” Instead, average American female anime fans seem to gravitate toward bishonen and yaoi and mainstream boys’ adventure series like Fullmetal Alchemist, Yu Yu Hakusho, Gundam Wing, and Trigun. But I may be getting off track.

I was mistaken when I guessed that Kamichu wouldn’t reach America. I may be mistaken about its American commercial potential as well. In fact, I’ll be pleased if I am mistaken and Kamichu becomes a popular and successful American release. Respect and awareness of Kamichu among American consumers could increase respect for Japanese art and culture, and broaden recognition of anime as an art form that consists of more than just panty shots and robots. However, regardless of how excited I am personally over Kamichu officially coming to America, I have a feeling that only a few hundred other American anime fans share my enthusiasm.