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Paper Title: Kawaii Warriors and Digital Yokai: The Geopolitics, Subcultural Flows, and Post-Industrial Logic of the Japanese Entertainment Industry
Abstract
This paper argues that the contemporary Japanese entertainment industry (anime, manga, J-Pop, video games, and variety TV) functions not merely as a cultural export but as a post-industrial "soft power" matrix that reconciles domestic demographic decline with global capitalist expansion. By tracing the evolution from the zainichi influence on post-war manga to the current VTuber boom, the paper posits that Japanese entertainment culture is defined by three core tensions: (1) hyper-commercialization vs. subcultural authenticity (e.g., doujinshi and fan labor), (2) cute aesthetics (kawaii) as both escapism and state ideology, and (3) algorithmic globalization vs. domestic insularity (the Galápagos syndrome). The paper concludes that the industry’s global success is paradoxically built on domestic precarity, including overwork (karōshi), the hikikomori phenomenon, and a production system that exploits otaku devotion.
- Idol groups: Japan has a thriving idol culture, with groups like AKB48, Morning Musume, and Johnny's & Associates, which feature young performers trained in singing, dancing, and acting.
- Idol agencies: many idol groups are managed by large agencies, such as AKS, Johnny's & Associates, and LDH, which provide training, marketing, and management services.
- The “unfinished” product: Idols are marketed as amateurish, approachable, and sexually innocent (the seiso ideal). Fan loyalty is monetized via handshake tickets, multiple CD versions, and voting in “election” events (e.g., AKB48’s senbatsu sousenkyo).
- The 2023 Johnny’s scandal: Founder Johnny Kitagawa’s decades of sexual abuse (exposed by BBC) forced a reckoning. The industry’s collapse of trust reveals a deeper problem: idols as disposable emotional property, with no labor protections.
In a world chasing algorithmic homogenization, Japan reminds us that the best entertainment is deeply, stubbornly, and wonderfully specific. Paper Title: Kawaii Warriors and Digital Yokai: The